Singapore – Socially-led creative agency We Are Social Singapore has named Caroline So as its new head of account management, tasking her with driving client growth, leading new business development, and enhancing operational models to strengthen the agency’s service delivery.
Relocating from Shanghai, So brings over 20 years of experience managing blue-chip accounts and leading high-performing teams across Hong Kong and China. Her career spans renowned agencies such as Monks, DDB, Lowe, and McCann, where she held various senior leadership positions at both global networks and independent firms.
Additionally, So brings extensive experience working with clients across diverse industries, including FMCG, retail, beauty and personal care, automotive, and technology. Throughout her career, she has collaborated with globally recognised brands such as Burberry, Tiffany & Co., PayPal, Volvo, AB InBev, Estée Lauder, L’Oréal, Nestlé, and Unilever.
In her new role, So will lead the agency’s account teams, drive organic client growth and new business development, and design strategic operating models to enhance the delivery of We Are Social’s core services to its clients.
She will report directly to Nai Yen Wang, managing director of We Are Social Singapore.
Commenting on the appointment, Wang said, “Having previously worked with Caroline before, I know she is an incredibly effective operator and team leader. She has a proven track record for fostering strong client relationships, driving new and organic growth, and bringing a wealth of experience, especially in beauty, retail, and social commerce. We are delighted to have her join the We Are Social family.”
Meanwhile, speaking on her new role, So said, “Not only was I drawn to We Are Social’s position as a leader in socially-led creativity, but also its deep innovation expertise helping clients navigate the rapidly evolving world we live in. It is great to be able to work with Nai Yen again as well as the broader agency team and our exceptional clients.”
