Karen Ngui steps down as group head of marketing at DBS

After more than two decades with DBS, Karen Ngui will step down from her role as managing director and head of group strategic marketing and communications (GSMC) to focus on the bank’s social impact initiatives.

Ngui announced via a LinkedIn post that the move marks a “meaningful transition” as she shifts her focus to leading the DBS Foundation and DBS People of Purpose initiatives.

"Our mission remains clear: to enable sustainable and scalable change by uplifting vulnerable communities, fostering inclusion and supporting purpose-driven businesses across Asia," she wrote in the post. Her new role, according to her LinkedIn profile, is head of DBS Foundation.

Ngui joined DBS in 2005, spearheading strategic communications, brand management, and corporate social responsibility efforts across the bank’s key markets in Singapore, Greater China, South and Southeast Asia. She also oversaw media relations and issues management, strengthening DBS’s brand positioning as a purpose-driven institution.

With over 25 years of experience in marketing and communications for financial institutions, she also served as global head of brand management and strategic marketing at Standard Chartered Bank from 1999 to 2005.

Reflecting on her tenure, Ngui credited the GSMC team for their dedication in building and differentiating the DBS brand over the years. She added in the post: "The shared sense of purpose, courage and camaraderie made this journey truly special."

Some of Ngui's key campaigns include 'Live more, Bank less 2.0', which pushed the bank to act less like a traditional institution and more like a startup. The effort reinforced DBS’s identity as a progressive and sustainability-focused brand.

She also led the 'Towards Zero Food Waste' initiative that changed public behaviour while strengthening community ties. The campaign yielded more than 2,000 tonnes in total food impact and supported 28,000 meals for those in need.

A founding member of Campaign Asia-Pacific’s Power List since 2018, she has been named in several cohorts, including in 2020, 2021, 2022, and 2023.