Singapore – Jon Tan, OrangeTee & Tie’s senior vice president of brand, communication and partnerships, has announced his departure from the company, citing his pursuit of new leadership opportunities where he can drive transformation.
In an exclusive with MARKETECH APAC, Jon revealed that the decision to exit OrangeTee stems from his desire to expand his skills in the marketing industry while exploring new opportunities.
“I’m driven by the desire to make a significant impact, and I felt it was the right time to pursue new experiences that would allow me to grow professionally and take on more strategic responsibilities,” Jon said.
Spearheading OrangeTee & Tie’s merger
Jon, who played a key role in the company’s recent merger with real estate consultancy firm ETC and brand refresh, cited it as a career-defining moment in a LinkedIn post. However, he shared that he experienced challenges in ensuring alignment across stakeholders to ensure a seamless transition.
“Another challenge was distilling the company’s existing DNA into a refreshed yet timeless identity that resonated deeply with all parties. We needed to ensure that the brand refresh not only reflected our aspirations for growth but also maintained our unique corporate culture, particularly the ‘kampung spirit’ of community and collaboration,” Jon shared.
Nonetheless, he found the triumphs “incredibly rewarding” in the end, solidifying the agency’s distinct position in the market.
“One of the biggest wins was the overwhelmingly positive reception from our stakeholders. Our Brand Sentiment Survey revealed a 97.6% alignment with our updated Vision, Mission, and Core Values—an impressive figure for any brand refresh exercise. This showed that our thoughtful efforts had successfully created a brand identity that our people could connect with and champion,” he said.
He added, “By leveraging our unique name, iconic orange colour, and modern, dynamic visual identity, we have reinforced our presence in the marketplace. More than just a cosmetic change, this refresh has reignited a sense of purpose within our organisation, empowering our people to embody our values in their daily actions and interactions.”
Reflections on his achievements at OrangeTee & Tie
In his nearly two-year stint at OrangeTee, Jon named the ‘Home Expo 2024’ as the project he is most proud of. The landmark event, which gathered homeowners, buyers, industry experts, and exhibitors, reinforced the company’s commitment to being a trusted real estate advisory.
“Unlike traditional real estate events, this was not just about property transactions—it was about fostering meaningful connections, educating the public, and helping individuals see real estate not just as a financial asset, but as a critical part of their lifestyle and future planning,” Jon explained.
He expressed pride in receiving positive responses from attendees and how it reinforced the company’s new positioning as a consumer-first and knowledge-driven real estate platform.
“Beyond the numbers, the real success of the Home Expo was seeing how it empowered attendees—whether a young professional planning for their first home, an investor exploring new opportunities, or a homeowner looking to upgrade,” he said.
“This project truly encapsulated everything we stand for at OrangeTee—innovation, expertise, and a deep-rooted commitment to our customers—making it one of my proudest achievements to date,” he added.
The event reflected OrangeTee’s new brand vision, which focuses on making the company consumer-centric, shifting from a corporate identity. The brand refresh signalled a more engagement-driven approach for the company to resonate with customers.
“This shift—from traditional marketing to authentic conversations and education-first engagement—has strengthened our credibility and positioned OrangeTee as more than just a real estate agency. We’re now a trusted partner in the property journey, making real estate more accessible, understandable, and meaningful for everyone,” he shared.
Venturing to new prospects
After his achievements at OrangeTee, Jon said he had reached his “pivotal moment” at the company. Having done so, he is looking to find a breakthrough in the next stage of his career.
“While I’m proud of everything we achieved at OrangeTee, I’m now exploring ways to leverage my experience in brand strategy and communication, digital and growth marketing, and stakeholder engagement and partnership in a broader context. One of my key focuses is on helping organisations build strong, authentic brands that resonate with their audiences and drive sustainable growth,” he said.
Moving forward, Jon is looking to drive transformation and innovation through potential leadership roles. In particular, he is looking to leverage his expertise in branding, marketing, and communication.
“Whether it’s in expanding a brand’s reach, creating new consumer-focused experiences, or shaping business strategies, I’m looking forward to building something impactful and truly fulfilling in the next phase of my career.”
