Singapore – Sivaram Parameswaran, most recently with PropertyGuru as its country marketing director for Singapore, has joined Aureus Interactive as its vice president of marketing. In an exclusive interview with MARKETECH APAC, Sivaram explained how in his new role, he is tasked with building a brand that defines what modern music education should look like.
“Aureus has already set a high benchmark in music pedagogy. The next phase is to amplify this through a sophisticated marketing engine that elevates both its new product direction and immersive learning model. My role is to ensure that the quality parents already experience in-centre is clearly reflected in how the brand presents itself, how it communicates value, and how it earns long-term loyalty,” he said.
Sivaram added, “This includes strengthening how we bring Aureus’ immersive, student-centric learning experience to life across digital and physical touchpoints, from the storytelling of our new programmes to the way parents understand the transformational impact of our approach.”
Aureus Interactive is a digital ecosystem for music education under Aureus Group, which was founded in 2013. The group has grown into a fast-growing music school in Singapore, with the goal of raising the bar for music education in the country.
Speaking about his plans to address some of the school’s marketing painpoints, Sivaram said that the key objective for him would be to communicate Aureus’ newest product innovations, which deliver a holistic, adaptive learning ecosystem that blends technical mastery, creative exploration, and emotional engagement in a highly structured way.
“From a marketing standpoint, this means strengthening brand storytelling, improving consistency in centre-level experiences, and ensuring that parents can intuitively understand the depth, intentionality, and differentiation behind the Aureus experience. This will support sustainable growth in enrolments and student lifetime value,” he explained.
Prior to joining Aureus Group, he was with PropertyGuru for two years, where he also served multiple marketing leadership roles, including heading its social marketing and brand partnerships, as well as being the interim head of consumer marketing for PropertyGuru Vietnam. He also served multiple leadership roles with LinkedIn, where he was most recently the platform’s head of brand marketing for Asia-Pacific.
Reflecting on these past experiences, Sivaram said that his past leadership roles complements Aureus Group’s premium, education-first institution by adding scale discipline and system thinking.
“The most critical learning is the ability to translate complex offerings into clear and compelling value narratives. At LinkedIn and PropertyGuru, success came from aligning product innovation with customer understanding and commercial performance. At Aureus, this same principle will be applied when we market our products and immersive learning model, ensuring they are excellent in execution, clearly understood, and deeply valued by parents,” he remarked.
Reflecting on both the challenges and opportunities in implementing marketing strategies especially for brands serving the arts and crafts scene, Sivaram said that the challenge for arts education is often misinterpretation–and it is still seen as enrichment by a segment rather than essential development. Meanwhile, the opportunity lies in shifting this perception, and Aureus is uniquely positioned to lead that change.
“With its immersive learning philosophy and innovative programme design, Aureus moves beyond traditional classroom instruction into an experience that engages the child cognitively, emotionally, and creatively. This creates a strong platform to reframe music education as integral to confidence-building, discipline, self-expression, and lifelong thinking skills,” he said.
Sivaram concluded, “We fundamentally believe in and will champion a narrative that positions music as both an art and a formative life skill, delivered through an experience that conventional providers simply cannot replicate.”
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