Eileen Tan

Assistant Regional Director of Marketing

Skechers Singapore 

Graduated with a Diploma in Business Studies, specialising in Marketing, from Ngee Ann Polytechnic, Eileen has now over 20 years of marketing experience in retail fashion and footwear sector.

She joined Skechers Singapore as Marketing Manager in 2015, and over the last six years, she has been an instrumental force in the evolution and success of Skechers’ brand campaigns, marketing initiatives and cross-collaborations.

In her current role as the Assistant Regional Director of Marketing, Eileen oversees and leads the full spectrum of Skechers’ marketing strategy and execution for mainly Southeast Asia, namely Singapore, Malaysia, Thailand and Vietnam – from brand communications, public relations, digital marketing, visual merchandising and graphic design across all communication channels.

She is also responsible for budgeting as well as aligning and localising Skechers Global’s and Asia’s marketing strategies for Southeast Asia to ensure that they connect with the local audiences of each market.

In 2018, Eileen kickstarted Skechers Friendship Walk in Singapore, Malaysia, Thailand and Vietnam. The annual event saw thousands of participants every year in each market, and was successfully pivoted to an online event in the last two years due to the COVID-19 pandemic.

Together with her team, Eileen have secured and managed exciting collaborations with brand licensees, such as One Piece, Sailor Moon, Hello Kitty and We Bare Bears, to launch footwear, apparel and accessories collection for Skechers’ Southeast Asia markets, contributing to the brand’s evolution into a leading lifestyle brand.

Her perceptiveness, motivational and leadership qualities have also led to the successful appointment of several high-profile Skechers’ brand ambassadors, such as EXO, Wu Chun, Mew Suppasit, NEXT, and most recently, Park Seo Jun, that has helped reach out to new consumer demographics.

In her free time, Eileen does Zumba and Piloxing to stay fit. She also enjoys travelling, shopping, watching the latest movies and dramas and chilling out with friends. Her life mantra is YOLO (you only live once), so enjoy life and always live in the moment.