Singapore, April 2026: Spalba has appointed Erica Seo as Business Head – APAC, as the company expands its experiential vertical, Spalba Live, across the Asia-Pacific region.
Erica will drive APAC business and strategy with a focus on revenue growth, regional partnerships, and multi-market event mandates, as demand rises for large-format, experience-led corporate and brand events.
She brings close to 18 years of experience across the events ecosystem, having worked with international hotel chains, banking institutions, non-profit organisations, amongst others. Her early career focused on B2B corporate events marketing, followed by leadership roles on the agency side delivering experiential campaigns for global brands. Her last assignment was with George P. Johnson (GPJ), a global experiential marketing agency known for designing and delivering large-scale brand experiences and corporate events worldwide, where she served as Director, Business Strategy – APAC & Managing Director -Korea. Her international experience spans across Australia, Singapore, the UK, Norway, and Hong Kong.
“Across APAC, events are moving beyond one-off execution towards repeatable, experience-led formats that can scale across markets with consistency. The industry is expanding rapidly, with projections crossing $550 billion and sustained double-digit growth. At the same time, enterprises are consolidating mandates and expecting partners to manage cross-market complexity with tighter timelines and clearer ROI. This makes deeper integration across strategy, design, and execution critical, with Singapore serving as a strong hub to scale across Southeast Asia,” said Erica Seo, Business Head – APAC, Spalba.
The appointment comes as Spalba strengthens its presence across APAC, with Singapore serving as a regional hub for Southeast Asia operations. Before this, Spalba introduced its CXO suite, indicating a sharper organisational focus on scaling future expansion plans and accelerating growth across markets.
Founded in 2020, Spalba’s experiential arm, Spalba Live, has established itself as one of India’s leading large-scale event companies and a pioneer in technology-led event experiences. Over the past year alone, it has designed more than 23 lakh sq. ft. of event space and engaged over 8 crore people across 10 countries. Its work spans flagship mandates for Google (including I/O Connect India and Google for Singapore), MongoDB (Pan-APAC nine-city developer summit tour), YouTube, Meta, SHRM, Grab, DBS and GFTN, across formats ranging from AI-led developer showcases to multi-market corporate summits and large-format brand experiences.
Commenting on the development, Naveen Gupta, Founder, Spalba, said, “Across APAC, there is a clear shift in how events are being commissioned and delivered. Enterprises are moving away from fragmented execution towards integrated, experience-led formats that can scale across markets while maintaining consistency. This requires stronger alignment between design, technology, and on-ground execution. Erica’s cross-market experience and understanding of both corporate and experiential ecosystems will be important as we expand our presence from Singapore and take this model across the region.”
The APAC expansion is aligned with increasing demand for complex, multi-location event formats that require tighter integration between planning, spatial design, and on-ground execution.
Beyond India and Singapore, Spalba Live has expanded into markets including Australia, Malaysia, Thailand, Philippines, South Africa, Taiwan, Indonesia, and Vietnam, supporting regional mandates across diverse formats and audiences. Spalba Live, is building towards becoming a globally competitive experiential marketing company, with a focus on scaling integrated, large-format event capabilities across markets.
About Spalba
Spalba is a SaaS-enabled marketplace designed to simplify event planning for enterprises.
The platform serves both venues and event planners by enabling discovery, collaboration, and execution through digital tools such as virtual walkthroughs, event mockups, and centralized proposal management. With access to over 10,000 venues and advanced planning capabilities, Spalba is transforming how enterprises design and execute events at scale.
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