Trio of appointments at Banyan Tree

From left: Rosalynn Tay

Banyan Tree Holdings has made three new appointments to its senior management team.

From left: Rosalynn Tay; Jonathan Ye; and Boris Sertic

Rosalynn Tay has been named the new senior vice president, head of growth and demand.

In her new role, Tay will be leading the charge to drive the group’s multi-brand growth strategy while charting customer engagement across current and new digital channels. She will also define the strategic approach to sales, marketing, distribution, revenue and channel management.

With 28 years’ experience in transformational work and leadership, Tay was most recently Dentsu Aegis Network country head and Dentsu CEO. Prior to that, she was managing director, head of marketing for consumer banking at DBS Bank, and managing director of Tiger Airways Singapore.

Meanwhile, Jonathan Ye has been hired as the new vice-president, head of demand. As the global head for marketing, Ye will be leading strategic integrated marketing directions and functions across offline and online channels for multi-brands’ campaigns, digital performance marketing and content.

Ye was most recently the head of digital marketing, Asia Pacific at Huawei Consumer Group, before he was promoted to CMO in 2017. Prior to that, he was part of Starwood Hotels and Resorts Asia Pacific (including China), driving social, mobile and emerging technologies for the region, before the hotel group was acquired by Marriott International in 2016.

Also coming on board as the new senior assistant vice president, head of revenue is Boris Sertic, a travel industry veteran with over 20 years’ commercial experience in the fields of pricing, revenue, distribution, group loyalty programmes and fares database.

In his new role, Sertic will provide global directions and implement group revenue management and distribution strategies in collaboration with the growth & demand team at the group and hotel levels. His previous stints also include the role of corporate director at Centara Hotels & Resorts, as well as senior management positions for wholesale international tour operations.

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