As digital marketing in Asia evolves at breakneck speed, the ability to balance cost-efficiency with performance impact is more critical than ever. At The MarTech Summit Asia, we’re excited to welcome Mark Khoo, Digital Activation Lead APAC at Versuni, to the conversation. With a rich background spanning CPG, FinTech, and hospitality, Mark brings sharp insights into optimising media mix strategies across diverse markets. He’ll be joining our panel on [Paid Media Buying] Finding the Right Channel Balance in Your Media Mix, discussing how to leverage attribution tools, full-funnel thinking, and agile decision-making for high-impact marketing.
About Versuni
Versuni is the global home appliance brand formerly known as Philips Domestic Appliances. With a mission to turn houses into homes, Versuni offers a wide range of products from kitchen appliances to air purification and garment care. The brand blends smart technology with user-centric design, enhancing everyday experiences for consumers around the world. Operating across 100+ markets, Versuni is committed to innovation, sustainability, and delivering meaningful impact through connected home solutions.
Quick Q&A with Mark Khoo
Could you please give us a quick introduction of yourself?
I’m Mark Khoo, the current Digital Activation Lead for Versuni (Philips Home Appliances), currently looking after key media and digital marketing activities for APAC within the team. I’ve come from a variety of industries, including CPG, hospitality and FinTech. I’m also a father to two wonderful girls. In my spare time, I like to box, golf and consume anything pop culture related.
Why did you choose to participate in this summit?
The MarTech Summit in Singapore has always intrigued me with its relevant topics related to the latest industry trends. As we head into the next frontier of marketing, where strong creatives powered by AI are making a comeback with smarter attribution, all of this cumulates to us gaining a deeper understanding of our customers.
I’m also hopeful that I will learn from my fellow speakers, whilst sharing what I know to chart this next chapter in marketing.
You’ve led digital strategy across a wide range of industries. What are some unique challenges or considerations when it comes to balancing media mix across such diverse verticals in the APAC region?
Striking a balance between cost efficiencies and business / marketing effectiveness is a constant challenge across different industries. Whether it’s brand building versus driving immediate revenue, or driving LTV versus new acquisitions, it’s a constant balancing act. Couple this with walled garden data from platforms and retail media, and it’s about making the right trade-offs.
It’s a cliché but going back to the business and marketing objectives, identifying the right problems to solve, ensuring we have the right data to attribute the objectives with the right channels, all of this will ensure that we’re not just chasing cost efficiencies which can act as a red herring, but making a real impact on business growth that will determine the trade-offs we have to make.
Measurement is key to getting media mix right. How do you apply tools like attribution modelling or marketing mix modelling to guide budget allocation across channels like search, social, and display?
Early on, I saw how misleading last-click attribution can be when a leader suggested shifting all budgets to SEM because it showed over 80% of D2C sales. That shaped my approach to measurement. I use attribution as an optimisation tool during execution and MMM as a strategic allocation tool during annual planning, ensuring they are never in isolation. Decisions are anchored on meeting the right goals, and by blending MMM, attribution and brand / conversion-lift studies, this allows us to make deliberate trade-offs, such as accepting higher CPCs for higher AOV or LTV, or lower ROAS when the objective is incremental GMV or long-term demand creation.
What’s one digital marketing tool, platform, or reporting dashboard that you rely on regularly in your day-to-day work, and why?
At Versuni, data is the cornerstone of how we strategize and operate. There are multiple dashboards and tools that we use frequently that measure topline, brand health, media performance, retail performance, platform performance, etc. What I wish we could have is one dashboard with AI capabilities to tie them all together. This holy grail would allow us to not only see the different data sets correlations but have an AI that is able to develop insights and hypotheses that validate or expand our thinking on how we could push our media performance to drive business impact.
Looking ahead to 2026, is there a professional or personal goal you are especially excited to pursue?
Professionally and personally, I think the theme for 2026 for me is around effectiveness. Professionally, I hope to be able to achieve better effectiveness across the 3 pillars of creative, targeting and attribution, given how the platform’s AI targeting is changing. Similarly, for my hobbies, I want to focus on effectiveness, like how I can throw a more effective combo with the right footwork in boxing without gassing out, or a more effective golf swing!
Whether it’s choosing the right trade-offs between short-term ROAS and long-term growth, or blending attribution with marketing mix modelling for smarter budgeting, Mark’s approach underscores the power of aligning data with real business objectives. As the region becomes more complex and platforms continue to evolve, his perspective offers practical guidance for marketers seeking not just to keep pace but to lead with clarity and impact. We look forward to hearing more during his session at The MarTech Summit Asia in Singapore.
The MarTech Summit Asia @ Singapore – The 7th Edition APAC Flagship
Join us on 10 & 11 March 2026 at Raffles City Convention Centre, Singapore! We’re back with the flagship 7th annual edition of The MarTech Summit Asia, set to welcome 500+ attendees. With a powerful format featuring 4 stages over 2 dynamic days, this year’s summit is designed to fuel both strategic vision and tactical execution.
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Last updated: January 2026
