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Paul Soon joins Coalition as Senior Advisor.


Coalition Capital Partners (“Coalition”) is pleased to announce that Paul Soon has recently joined us in the position of Senior Advisor.


Paul has generously agreed to help provide guidance to the senior management of each of our portfolio companies and the Coalition team in the areas of digital transformations, marketing and advertising.


He is highly skilled in digital strategy, growth hacking, digital transformation, change management, brand building, business development and business planning. In addition, Paul has the high functioning leadership, mentoring and communication skills to positively influence Coalition's investee company’s leaders and earn their buy-in and thrust and help build and execute our Investee Companies' purpose, brand, strategy and plans to drive business growth.


Paul brings over 24 years of leadership experience in the creative communications business, pioneering integrated marketing in Singapore by setting up ADinc.com (Advertising and Digital) in 2000, which was subsequently bought out by the consortium of Sequoia Capitol, Accenture Technology and AKQA. He then joined XM Asia where he held leadership positions for nine years, becoming APAC CEO in 2011 where he helped grow a single market agency into one that is now present in Malaysia, Thailand, Vietnam, Indonesia and Hong Kong as Mirum. Thereafter and since 2018, Paul has been CEO of MullenLowe Group South East Asia. This includes MullenLowe Profero’s renowned tech expertise, MullenLowe Mediahub media planning, and the newly acquired Sustainability specialised capability of MullenLowe Salt. He was awarded as Rising Star under 35 Marketing Magazine in 2009, and Top 40 Under 40 in CampaignAsia 2013.


Rainer, Partner at Coalition, worked with and witnessed Paul’s skill set when both of them were involved as Angle Investors and Advisors/Board members in Jaga-Me (https://www.jaga-me.com/about-us/), Singapore’s leading medical home care provider. Since Jaga-Me was successfully acquired by Alliance Healthcare in 2020, Paul and Rainer vowed to do projects together again. Given the permanent changes in customer psychology with Covid, Paul's ongoing interactions with investee company leaders and the Coalition team have already yielded critical learning and data to modify customer outreach.


"It is always a privilege to be able to work closely with business leaders looking to build brands that matter coupled with sustainable business performance. It is coincidence that the world’s most valuable brands are also the ones that matter to the world now. I look forward to working with Rainer and his team!”


With Paul and Manas (https://www.coalition-capital-partners.com/post/coalition-adds-director-to-its-education-platform-board) working hand in hand with the Coalition team, we are even better placed in facilitating management to design and execute plans to increase their digital and traditional customer acquisition abilities by building a wider and more voluminous customer engagement funnel at the top and more efficient conversion into paying customers during the engagement process.


Coalition's Advisors are remunerated in a manner to fully align interests.

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