Sivea Pascale joined UOB in July 2021 and now leads Marketing for the Retail Bank. In addition, she leads the strategic transformational program, Brand Revitalisation. Her role is to drive the marketing function towards a business-minded one that delivers on outcomes through marketing excellence as well as to enhance the function’s digital marketing capabilities.

Sivea has 30 years of experience in the field of marketing, with 25 of those in banking ranging from product management, segment management, brand, sponsorships, corporate marketing and retail marketing.

Prior to joining UOB she headed up Regional Marketing across six markets for DBS where her mandate was to build the consumer and wealth marketing function. Key achievements included leading the Marketing for the launch of the digibank proposition in India and Indonesia, the integration of ANZ and DBS and building a team of marketing professionals across the region.

Before joining DBS, she was head of Strategy and Planning at Westpac Banking Corporation in Australia, leading the preservation of the St. George Brand Equity after its merger with the Westpac Banking Group in 2008. Prior to that, she was head of Brand and Marketing at St. George bank where she had held other senior roles in Product Management and Segment Management in both Retail and Wealth divisions of St. George Bank.
Prior to St. George and Westpac, Sivea was at Citibank and earlier in her career, had been with Pizza Hut/PepsiCo and started her career as a Junior Executive Trainee in the Coles/Myer Group.

Sivea holds a Bachelor of Business from Western Sydney University, Australia, loves big problems, change agendas, and building teams.