Asia-Pacific Power List 2025: Alvin Neo, Fairprice

Alvin Neo 

Chief customer and marketing officer & managing director
FairPrice Group and NTUC Link
Singapore
New member  

Balancing two major roles at one of Singapore’s most recognisable brands might sound daunting, but Alvin Neo makes it look effortless. As chief customer and marketing officer of FairPrice Group and managing director of its loyalty programme, NTUC Link, Neo oversees the entire spectrum of marketing, customer experience, partnerships, and communications across both entities.

As Neo is aware, elevating a beloved national brand is not simply a matter of maintaining its image through the years—it’s as much about evolving and progressing a brand to make room for change, and being brave to challenge preconceived notions. Neo and his team are especially adept at doing this while safeguarding FairPrice’s traditional values of community and harmony. 

Under Neo’s leadership, the supermarket unveiled a refreshed brand identity, which saw its tagline of ‘Everything Food Made Easy’ transition to ‘Every Day, Made A Little Better’. The campaign featured an emotive film where a young couple dealing with a stubborn child questions their parenting skills. The film was aimed at showcasing the little imperfections that make up the fabric of society, and that FairPrice will hold one’s hand reassuringly throughout the journey. 

Neo’s creative leadership has extended across seasonal campaigns too. This year’s Chinese New Year film, developed by TBWA Singapore, captured a multigenerational family in the throes of festive prep, blending tradition with modern nuance. Another notable activation saw FairPrice partner with renowned British designer Anya Hindmarch to launch a line of reusable shopping bags—marking a playful yet practical fusion of style and sustainability.

Prior to his stint at FairPrice, Neo has more than 20 years of experience at the likes of J&J, P&G, and ParkwayPantai, drawing from over two decades of experience across health, hygiene, and everyday essentials. Today, when he’s not juggling between his two roles, he’s an active voice in the industry, frequently sharing insights on purpose-driven marketing at regional events.