Kenneth Tan

Kenneth Tan is a Principal Consultant at Proxima specializing in marketing and indirect procurement, with over 12 years of experience supporting organizations to optimize complex spend categories and strengthen category strategy. He brings deep expertise across creative, media, digital, brand merchandise, events, retail, and technology‑related indirect categories, working across both commercial and regulated environments. Kenneth has previously held senior in‑house and consulting roles where he led global and multi‑market marketing procurement programs. His work spans category strategy development, sourcing and operating model design, supplier consolidation, and the establishment of supplier governance and performance frameworks. He partners closely with CMOs, senior marketing leadership, finance, and legal teams to embed procurement capabilities that support brand growth and organizational objectives.