Jonathan Tan is a seasoned brand strategist and experiential marketing leader with over 25 years of impact across the Asia-Pacific region. As a senior advisor at Avion, Jonathan supports governments, enterprises, and growth-stage ventures in designing scalable consumer engagement strategies, with a focus on premium brand architecture, cross-border retail expansion, and culturally anchored go-to-market execution. His work bridges prestige branding, market localization, and experiential economy activation across luxury, property, and lifestyle sectors.
Jonathan’s career spans executive leadership roles across globally recognized advertising networks—including Publicis, Ogilvy, McCann, and Leo Burnett—as well as senior marketing positions at leading regional corporations such as Far East Organization and Soo Kee Jewellery. He has launched and scaled some of Asia’s most high-profile luxury brands and real estate campaigns, including the award-winning INESSENCE platform at Far East, and directed retail operations for over 20 stores at the helm of Soo Kee.
A master of experiential storytelling, Jonathan has directed large-scale events, brand activations, and regional rollouts in markets such as Shanghai, Hong Kong, Indonesia, Korea, and Japan. He brings a rare combination of hands-on execution, cross-cultural fluency, and creative leadership—advising on how to turn consumer touchpoints into lasting equity across APAC, the Gulf, and emerging markets.
“Great brands don’t just sell—they translate identity into experience. Strategy must honor culture, scale with precision, and always speak human.”
