Parminder Singh, Twitter’s former Managing Director for Southeast Asia, MENA and India, who quit the company in November last year, has joined Mediacorp as its Chief Commercial and Digital Officer. In a tweet, Singh said that his “Key priority will be to lead & align monetisation efforts with digital product development, ops, audience acquisition & content marketing”, and “Combining mainstream & digital assets will deliver compelling solutions for clients & consolidate leadership position for Mediacorp.”

Singh’s role combines two positions which were previously separate at the company: in a note, Mediacorp said that its monetisation efforts need to be more “closely aligned with our digital product development, operations, audience acquisition and content marketing efforts.” Mediacorp has businesses in Singapore that span digital, television, radio, print and out-of-home media. It “is an active regional player through Channel NewsAsia International, drama co-productions and collaborations in magazine publishing and online media. Its investments include majority share in Kapanlagi Network, Indonesia’s largest independent digital media and in Malaysia’s digital games publisher Cubinet Interactive. It also has stakes in Reebonz, one of the region’s fastest growing luxury online retailers, and Vietnam television’s International Media Corporation.”

Singh had left at a time that there were major changes in Twitter’s Asia operations: in July, Shailesh Rao, VP – Asia Pacific, Latin America & Emerging Markets had quit Twitter, following which, in November, both Rishi Jaitly (Twitter’s India head) and Singh, left. Both had previously worked with Rao at Google India.

Before joining Twitter, Singh was MD of display solution sales of APAC for a year, director of online media sales for the same region for 2 years and business head for over 2.5 years at Google. Prior to Google, he worked at IBM as the GM of marketing for over 4 years, country sales head and head of marketing at Apple for 4 years and regional sales manager at HCL for 4 years.