GLENN TAN
Why me What I do Results About Let's talk
Fractional CMO & Employer Brand Strategist

One strategist,
the whole picture.

15 years, 3 continents — brand, growth and people, run by one person.

Let's talk →
Glenn Tan presenting on stage, mid-gesture
Keynote Speaker, Shanghai
Why work with me

Most businesses know what they do.
Few can explain why anyone should care.

Especially the moment you cross a border. I'm Glenn — Fractional CMO & Employer Brand Strategist, 15 years across FMCG, consulting and SMEs. Malaysia-born, ex-APAC brand leader, now the bridge between Switzerland and Asia for founders and teams working across both.

Brand and employer brand usually sit with different people who never talk to each other. When one strategist owns both, your external story and your hiring story say the same thing.

Data first, strategy second, execution always.

15
Years in brand & growth
3
Continents — Asia, Pacific & Europe
5
Languages, native to fluent
What I do

From a single deliverable to
fractional ownership of the function.

01
Positioning & Go-to-Market
Brand narrative, pitch deck, messaging, market entry.
02
Marketing Strategy & Channel Planning
ICP and targeting, channel selection, agency briefing and direction, performance reporting.
03
Employer Brand & Talent
EVP, recruitment campaigns, candidate experience, end-to-end hiring so you stay focused.

How we work together

Not every business needs a big retainer — some just need the right deliverable at the right time.

Quick Win
1 deliverable, 1 clear goal
1–2 weeks
Focused Project
1 focused goal
3–6 weeks
Ongoing Partner
Monthly strategy & execution
Flexible
Results

Selected work

Team reviewing strategy notes around a table
Channel Strategy · Growth
30% More Projects Through Smarter Positioning
Repositioning plus targeted B2B outreach drove a 30% increase in project volume.
Zurich mentoring program cohort, DEI market entry
Market Entry · Partnerships
From Sweden to Switzerland: Zero to Launch
80+ participants recruited, with ABB, Julius Baer and EF on board as permanent corporate sponsors in Switzerland.
Skincare products arranged on a shelf
FMCG Repositioning · Growth
From Stagnant Sales to New Market Position
Repositioned as plant-based, launched an acne-care range for younger audiences.
Testimonials

What clients say

“
Glenn's strategic brilliance has been instrumental in shaping our annual talent strategy.
Roy Wang
CEO, ITS Consulting, Shanghai
“
She identified our challenge immediately, asked sharp questions, and followed up until she fully understood the brief.
Jenny Ng
Owner, Brightwave, Malaysia
“
She combines heart with intelligence in all she does.
Sofia Appelgren
Founder, Mitt Liv SVB, Sweden
About / Credentials

Background

Brands I work with
Henkel
Schwarzkopf
Syoss
Fonterra
Anchor
GSK
Anansi Solutions
Enplifi
Liese
Mitt Liv

Experience

Foundation — 2009–2020
Brand Management
Managed FMCG skincare and dairy brands, with P&L ownership up to CHF 24M
Channel Development
Scaled distribution across 10,000+ retail touchpoints
Employer Brand Management
Owned employer brand for the region — award-winning DEI programme and Young Talent recruitment (3,000+ applicants/year)
Recruitment Marketing at Scale
Data-driven outreach reaching 60,000+ candidates annually, from pipeline design to team scaling
Current Portfolio — 2021–Present
Business Coach
50+ hours of coaching — ground-level founder problems, in real time
Global Business Director
ITS Consulting — how strategy scales across different markets
Talent & Marketing Manager
Anansi Solutions — where brand and people strategy intersect

Education

Degrees
MBA
Cardiff Metropolitan University · 2017
Bachelor of Psychology
Zhejiang University · 2008
Certifications
Improving Your Business Through a Culture of Health
Harvard Business School · 2020
Google UX Design Professional Certificate (v.3)
Google · 2026
Languages: English, French, Mandarin, Malay, Cantonese
Glenn Tan illustrated avatar
Bonjour 你好 Selamat datang Hi Néih hóu
Contact

Let's grab a coffee and figure it out.

Whether it's one hire, a sharper story, or a full growth strategy.

Email Glenn →
Loading… LinkedIn
Based in Switzerland. Working across Europe and Asia.