Her priority is to bring in global branding with an outlook that is local as the broker realizes that the expansion of the business to different parts of the world with varying types of traders in each region would require a localized approach and touch rather than trying to bring in branding with a one-size-fits-all approach which is unlikely to work in the long term.
Geraldine Goh, Global Marketing Director at Vantage FX, comments: “I was drawn to Vantage FX’s dynamic vision of wanting to expand into the emerging markets, whilst also looking to target high-value clients. To achieve this, from a marketing perspective, my aim is to incorporate an approach that is adaptable and tailored.
I believe in being global from a brand perspective but remaining local from a strategy perspective – with this approach, we will build our brand credibility and flaunt our competitive edge, whilst also providing what each region needs to execute better trades.”
Goh brings with her a total experience of over 10 years of which a majority was spent at IG where she was the Head of Marketing, Singapore, and Emerging Markets APAC. Vantage FX would hope that she can now transition into her new global role and bring in strategy and branding that is in alignment with the expansion plans of the company.
David Shayer, Chief Executive Officer at Vantage FX, adds: “We know that there is no single strategy that will cater to the needs of every region – a one size fits all approach is simply not a viable option anymore. With Goh’s experience, she brings a new dynamic to Vantage FX, and her experience in APAC and emerging markets gives her a keen eye for the nuances needed in each region.
Right now, many markets are underserved, and Geraldine’s appointment will be an important step in Vantage’s goal to remedy this. We’re thrilled to have the best in the industry on board during a period of rapid and exciting global growth.”
The company is looking towards Goh to develop plans for growing and increasing the user base in each local region which would require Goh to come up with one plan for each region and she would expect the sales team in that specific region to follow the plan made for that region, especially in the emerging markets which can prove to be a challenge for any broker to grow in, with varied tastes and regulations as well. Source.