Executive Appointments at Banyan Tree

Banyan Tree has made the following three senior appointments to its management team.

Rosalynn Tay has been appointed as Senior Vice President, Head of Growth and Demand of Banyan Tree Holdings.

With extensive geographical and multi-industry experience, Rosalynn has a 28-year strong track record in transformational work and leadership.

She was most recently Dentsu Aegis Network Country Head and Dentsu CEO. At DBS Bank, she was Managing Director, Head of Marketing for Consumer Banking and also Managing Director of Tiger Airways Singapore, responsible for taking the airline public.

Throughout these diverse appointments, her keen commercial acumen, ability to build high-performing team culture and push through change management initiatives were evident in her winning both Campaign Asia’s SEA Agency Head of the Year 2017 and Campaign Asia’s Women Leading Change Awards Business Leader 2017.

Rosalynn will be leading the charge to drive Banyan Tree’s multi-brand growth strategy while charting customer engagement across current and new digital channels. She will also define the strategic approach to sales, marketing, distribution, revenue and channel management.

Jonathan Ye has been appointed as Vice-President, Head of Demand.

Jonathan has recently moved from the consumer tech world where he was the Head of Digital Marketing, Asia Pacific since 2017 and Chief Marketing Officer in Singapore for the Chinese tech giant, Huawei.

Prior to that and right after the acquisition by Marriott, he was part of Starwood Hotels and Resorts Asia Pacific (including China) driving social, mobile and emerging technologies for the region.

As the Banyan Tree's global head for marketing, Jonathan will be leading strategic integrated marketing directions and functions across offline and online channels for multi brands’ campaigns, digital performance marketing and content.

Boris Sertic has been appointed as Senior Assistant Vice President, Head of Revenue.

Boris is an accomplished travel industry professional with over 20 years’ commercial experience in the fields of pricing, revenue, distribution, group loyalty programmes and fares database.

For the first 12 years of his career, he was in senior management positions for wholesale international tour operations, focusing on long-haul worldwide strategy. He joined Centara Hotels & Resorts as corporate director in 2008 and had piloted numerous company-wide projects for revenue management structure implementation, distribution and commercial contracting strategies.

Boris will provide global direction and implement group revenue management and distribution strategies in collaboration with the Growth & Demand team at the broup and hotel levels.

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