We’re excited to feature Mason Tay, Director of Global Markets Growth at Tripadvisor, in our Amazing Speaker Interview series for the Global Virtual MarTech Summit 2026. Previously a speaker at our flagship The MarTech Summit Asia @ Singapore, Mason returns to the stage to share his global perspective on customer data, localisation, and scalable personalisation. With deep expertise in travel e-commerce and international growth, he helps shape regionally resonant strategies across diverse markets. This time, he joins our Global Panel Discussion | [Customer Data] How Global Brands Achieve a Unified Customer View Across Regions, offering insights into how to build global consistency while embracing local nuance.
Why This Edition Is Special
This year, we are welcoming back some of our most impactful in-person speakers, including Mason, now live on a global virtual stage. If you haven’t had the chance to join us in person, this is your moment. Enjoy real-time insights, cross-regional exchange, and practical inspiration from leaders shaping the future of MarTech.
For those ready to connect face to face! Get ready for The MarTech Summit 2026, as we’re excited to bring top-notch MarTech insights, strategy, and networking to more cities than ever before.
Confirmed Locations for 2026:
APAC: Singapore, Jakarta, Hong Kong, Manila, Bangkok
EMEA: Berlin, Madrid, Dubai, Amsterdam, London, Paris & Stockholm (new for 2026!)
About Tripadvisor
Tripadvisor is the world’s largest travel guidance platform, helping millions of travellers plan and book unforgettable experiences. With global reach and local relevance, Tripadvisor connects consumers to hotels, attractions, restaurants, and more, backed by trusted reviews and data-driven personalisation. Its insights and tools empower travellers and businesses to make smarter decisions at every stage of the journey.
Quick Q&A with Mason Tay
Could you please give us a quick introduction of yourself?
I’m Mason Tay, Global Markets Growth Director at Tripadvisor. I focus on driving growth across international markets by combining localisation, data, and experimentation to scale what works globally while staying relevant locally. My role sits at the intersection of marketing, product, analytics, and partnerships, helping teams turn global platforms into locally resonant experiences that drive trust, conversion, and long-term customer value.
Why did you choose to participate in this summit?
I joined this summit because localisation has moved beyond translation; it’s now a core lever for growth and trust. As global platforms scale, the hardest problems aren’t technical; they’re organisational and cultural. This summit brings together people grappling with those realities, and I’m excited to exchange practical lessons on how data, governance, and customer understanding can scale without losing local relevance.
As someone deeply involved in localisation, what are some challenges you face when trying to maintain a unified customer view while respecting local market behaviours and expectations?
The biggest challenge is balancing global consistency with local nuance. Customers behave very differently across markets, from payment preferences to trust signals and deal sensitivity, yet they expect a seamless brand experience. The risk is either over-standardising and losing relevance, or over-localising and fragmenting the customer view. We focus on shared identity and measurement frameworks, while allowing local signals and behaviours to inform decision-making.
Global brands often struggle with aligning data practices across departments and systems. What has helped you ensure governance and personalisation can scale together effectively?
What’s helped most is treating data governance as a speed multiplier, not a constraint. We’ve focused on clear ownership, shared definitions, and standards that give teams a common language. By standardising how we define, measure, and use data, teams spend less time debating inputs and more time acting on insights, allowing personalisation to scale quickly while staying coherent across the organisation.
As you look ahead to 2026, is there a personal or professional goal that you’re especially excited to work toward?
Looking ahead to 2026, I’m especially excited about pushing data-driven personalisation from static segmentation to real-time decisioning. The opportunity is to move beyond broad rules and deliver experiences that adapt to intent, context, and behaviour in the moment. Doing this well requires tighter feedback loops between data, product, and marketing, so personalisation isn’t just smarter, but faster, more measurable, and meaningfully tied to customer value.
Mason’s experience bridging product, data, and marketing across international markets reinforces a key truth. Building global personalisation starts with shared foundations, not one-size-fits-all tactics. His focus on adaptive frameworks, cross-functional clarity, and real-time decision-making offers a blueprint for brands looking to connect at both global scale and local depth. Whether you are tuning in virtually or planning to join us in person later this year, his perspective is one you won’t want to miss.
Join Us Now!
Global Virtual MarTech Summit – APAC & EMEA | 3 February 2026
We’re kicking off 2026 with our first event of the year — the Global Virtual MarTech Summit, taking place live online on 3 February 2026, featuring curated sessions across both the APAC and EMEA regions.
The 35th edition of the Global Virtual MarTech Summit, streaming live across APAC and EMEA. This one-day summit brings together 30+ top speakers from global brands, delivering high-impact content across time zones to prepare you for the challenges and opportunities ahead in 2026.
➡ Get free tickets now! https://themartechsummit.com/global-virtual-summit-february#registration
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
Can’t attend in person? No problem. Join BEETc On-Screen, our On-Demand Learning Platform, for exclusive access to 500+ sessions and over 300 hours of content from global summits. Upskill at your own pace, gain actionable insights, and stay ahead in a rapidly evolving business landscape.
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See more MarTech Thoughts interview pieces here!
Last updated: January 2026
