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

One strategist,
the whole picture.

15 years, 5 markets — brand, growth and people, run by one person.

Let's talk →
Glenn Tan presenting on stage, mid-gesture
On stage, 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 — Brand & Growth Strategist, 15 years across FMCG, consulting and SMEs. Malaysia-born, ex-APAC brand leader, now working across Switzerland, China and Malaysia.

Data first, strategy second, execution always.

15
Years in brand & growth
5
Markets worked across
5
Languages, native to fluent

English (native) · Also fluent in French, Mandarin, Malay, Cantonese — Based in Switzerland, working across Europe and Asia.

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.
04
Recruitment Support
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
Proof

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 · Recruitment
From Sweden to Switzerland: DEI Market Entry
80+ participants recruited, corporate backers secured (ABB, Julius Baer, EF).
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
Anchor
Liese
Schwarzkopf
Fonterra
Henkel
GSK

Experience

Foundation — 2009–2020
Brand Management
Grew market share in FMCG skincare and dairy
Channel Development
Scaled distribution across 10,000+ retail touchpoints
Employer Brand Management
Led employer branding across the Asia Pacific region
Current Portfolio — 2021–Present
Business Coach
ground-level founder problems, in real time
Global Business Director
how strategy scales across different markets
Talent & Marketing Manager
where brand and people strategy intersect
Education: MBA, Cardiff Metropolitan University  ·  Certifications: Workplace Health (edX), Personal Branding (LinkedIn Learning), Google UX Design  ·  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 →
glenn@borso.net LinkedIn
Based in Switzerland. Working across Europe and Asia.