Vietnam at Reckitt

Tiffany Tang is an accomplished marketing director overseeing the health and hygiene portfolio, previously including the nutrition portfolio for Malaysia, Singapore, and Vietnam at Reckitt. With a wealth of experience spanning local, regional and global roles in commercial and innovation development, Tang has established herself as a leader in the marketing industry. Her notable accolades include the prestigious Malaysia Chief Marketing Officer (CMO) Award in 2023 and the Malaysia Women Leader Award in 2024. A passionate advocate for brand building and marketing effectiveness, Tang has earned multiple awards for her impactful strategies, including the Gaviscon Silver Effie Award and the Durex Academy Gold & Silver Effie Award in Malaysia and Asia Pac.

Recognizing Tang’s leadership, this exclusive interview explores her insights on the need for agility, data-driven approaches, effective collaboration and a focus on innovation to succeed in global marketing roles.

AT A GLANCE ✔ Building Blocks of Leadership & Success – From van sales to global strategy, hands-on experience in sales, trade marketing, and category management has shaped my approach to leadership and business growth. ✔ Global Marketing with Agility & Focus – Managing 30-50 projects annually across diverse markets like China, the U.S., and ASEAN requires strategic prioritization, adaptability, and cross-cultural collaboration. ✔ Winning Marketing Strategies – A strong brand strategy is built on curiosity, conscientiousness, consistency, and courage—key principles that drive growth, differentiation, and market leadership. ✔ Breaking Taboos with Purpose-Driven Marketing – Durex Academy reshaped conversations around sexual well-being, earning multiple Effie Awards by leveraging insights, cultural understanding, and influencer engagement. ✔ Essential Leadership Qualities for Marketing Success – Entrepreneurial thinking, commercial acumen, consumer insights, and AI-driven innovation are the pillars of high-performing marketing teams.

Building Blocks of Leadership and Success

I began my career as a management trainee at Colgate-Palmolive, hitting the ground running as a van salesperson in traditional trade. That hands-on experience wasn’t just about selling—it was about understanding the market at its core. I quickly learned the intricacies of go-to-market models, trade marketing, and the shopper's path to purchase, all of which sharpened my commercial and financial acumen. Even today, I make it a point to stay connected with our sales teams, gathering market insights to ensure our marketing strategies remain practical, actionable, and grounded in reality.

At Reckitt, I had the opportunity to manage a diverse portfolio spanning Enfa infant/children nutrition, Dettol, Durex, Gaviscon, and Strepsils. Navigating across these brands reinforced the importance of adaptability and learning agility—essential traits in a fast-moving consumer landscape. The ability to embrace new challenges has been central to my growth, keeping me at the forefront of market shifts and evolving consumer needs.

A defining moment in my career came when I transitioned into medical marketing for OTC brands. It was here that I discovered the power of translating scientific data into actionable business strategies. That expertise proved invaluable when I later led global innovation projects for Reckitt’s nutrition team, where a data-driven approach was critical to revitalizing the business and driving new growth opportunities.

If there’s one lesson that stands out, it’s this: adaptability, resilience, and continuous learning aren’t just career skills—they are the foundation of success in any industry.

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"I always remind myself; Be curious—understand your consumers and competitors deeply. Be conscientious—stay on top of your brand and category performance. This mindset has been instrumental in shaping a future-focused approach to global marketing."

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Driving Innovation at a Global Scale: The Balance of Vision, Agility and Execution

I always remind myself; Be curious—understand your consumers and competitors deeply. Be conscientious—stay on top of your brand and category performance. This mindset has been instrumental in shaping a future-focused approach to global marketing.

Agility is the foundation of global marketing. The ability to adapt, learn rapidly, and pivot when needed is what sets successful teams apart. In my own experience, stepping into nutrition and medical sciences required me to quickly develop expertise in complex, science-driven categories to support product innovation and strategy development. Managing time is another challenge in a global role—we navigate through 30 to 50 project ideas annually, working across time zones, cultures, and evolving consumer needs.

But global marketing isn’t about doing everything—it’s about doing the right things. A key part of this role is prioritization—narrowing down projects in the innovation funnel to focus on the most scalable and profitable ideas. This is especially critical in fast-moving markets like China and the U.S., where competition and consumer demands shift rapidly. Collaborating across diverse ASEAN markets further reinforces the importance of tailoring strategies to local nuances while maintaining a global vision.

Beyond the Plan: The Principles that Drive Winning Marketing Strategies

Every year, during the brand planning cycle, we take a deep dive into the business—analyzing categories, competitors, consumer trends, trade, and regulatory factors. But strategy isn’t just about numbers and market dynamics; it’s about understanding the ‘why’ behind consumer behavior and identifying the barriers that stand in the way of growth.

For me, a strong marketing strategy is built on four fundamental principles:

● Be curious—Go beyond the surface. Understand your consumers and competitors deeply, anticipate their needs, and uncover opportunities that others might miss.

● Be conscientious—Stay disciplined in monitoring brand and category performance, ensuring that every strategic move is backed by data and insight.

● Be consistent—Great brands aren’t built on sporadic efforts. Align strategies and execution to create a sustained, recognizable presence in the market.

● Be courageous—Innovation demands bold thinking. Challenge conventional approaches, push boundaries, and get internal buy-in to bring big ideas to life.

These principles are the foundation of robust, effective brand plans that create lasting impact. Because at the end of the day, strategy is only as powerful as its execution, and great execution starts with great leadership.

Breaking Taboos, Driving Impact: The Success of Durex Academy

One of my most significant achievements has been the launch of Durex Academy, an initiative designed to educate and empower young people on sexual well-being and intimate wellness. We created a safe, engaging space where youth could ask questions anonymously, free from stigma, while leveraging influencers—including an adult entertainer—to spark open conversations and challenge taboos.

The success of this initiative was driven by seamless collaboration between our insights and analytics teams, brand team, and creative agencies. Together, we worked to deeply understand our audience’s concerns and cultural tensions, ensuring that our messaging was both impactful and authentic.

The results speak for themselves. Durex Academy was recognized with multiple prestigious awards—including one gold and two silver at the Malaysia Effie Awards and a silver at the APAC Effie Awards, competing against top entries from India, Australia, and Southeast Asia. This achievement underscores the power of bold, purpose-driven marketing that goes beyond selling products—it drives meaningful conversations and societal change.

Essential Leadership Qualities for Driving Marketing Success

Strong commercial and financial acumen is essential to ensuring both brand and business growth, as every decision impacts market performance.

But beyond numbers, entrepreneurial thinking is key. Market dynamics are shifting faster than ever, with evolving consumer behavior, increasing competition, and the influence of social media creators reshaping how brands engage with audiences. Staying ahead requires adaptability, problem-solving, and a deep consumer focus.

To build a truly consumer-centric strategy, I developed an in-house infrastructure for insights, collaborating with agencies to run workshops, semiotics analysis, and cultural deep dives. This approach ensures our messaging is not just creative but also culturally resonant and insight-driven.

Data is at the core of our strategy. I established an operating model and used a KPI dashboard to track brand performance, competitor activity, and consumer insights, allowing us to stay competitive and agile in our marketing efforts. These leadership qualities—commercial savvy, entrepreneurship, curiosity, and conscientiousness—are what drive high-performing marketing teams.

At the same time, I believe that innovation thrives in a test-and-learn culture. That’s why we’re now driving AI experimentation in our marketing function, ensuring we continuously evolve and push the boundaries of data-driven marketing.

Wisdom from Experience: Stay Agile, Stay Connected, Stay Intentional

In today’s fast-moving industry landscape, success belongs to those who can adapt, learn, and evolve. The ability to embrace new skills, emerging technologies, and shifting market dynamics isn’t just a necessity—it’s an opportunity. While stepping outside your comfort zone can be challenging at first, overcoming those hurdles leads to a rewarding journey of continuous learning and growth.

Beyond personal development, building a strong professional network is just as critical. Surrounding yourself with industry leaders, peers, and mentors creates a space for mutual learning, idea exchange, and collective problem-solving. Having a reliable network keeps you ahead of the curve in an industry that never stands still.

Finally, be intentional about your personal brand. How do you want to be recognized in your field? What impact do you want to have? For me, it’s about being a commercial leader and cultivating talent within my team. Because leadership isn’t just about driving results—it’s about shaping the next generation of industry professionals who will continue to push boundaries and innovate.