Spalba appoints Erica Seo as Business Head for APAC
Spalba has appointed Erica Seo as Business Head, APAC, as it expands its Spalba Live business across the Asia-Pacific region.
She will lead APAC operations, focusing on regional partnerships, revenue growth and multi-market event mandates. Singapore will serve as the hub for Southeast Asia operations as Spalba expands its regional presence.
Seo brings nearly 18 years of experience in the events sector. Her background spans international hotel chains, banking institutions and non-profit organisations, along with agency roles delivering experiential campaigns for global brands.
Most recently, she was at George P. Johnson, where she served as Director, Business Strategy, APAC, and Managing Director, Korea. Her career has also taken her to Australia, Singapore, the UK, Norway and Hong Kong.
The appointment follows an earlier expansion of Spalba's senior leadership structure through the introduction of a CXO suite, part of a broader effort to support growth across markets.
Regional push
Demand is rising for large corporate and brand events delivered across multiple markets in a more consistent format. Spalba's APAC push is aimed at meeting that demand, particularly where clients want closer integration between planning, design and on-site delivery.
Founded in 2020, Spalba operates its experiential business through Spalba Live. The unit has worked on projects for Google, MongoDB, YouTube, Meta, SHRM, Grab, DBS and GFTN.
Over the past year, Spalba Live designed more than 23 lakh sq. ft. of event space and reached more than 8 crore people across 10 countries. Recent assignments include Google I/O Connect India, Google for Singapore and a nine-city developer summit tour across APAC for MongoDB.
Beyond India and Singapore, the business has expanded into Australia, Malaysia, Thailand, the Philippines, South Africa, Taiwan, Indonesia and Vietnam. These markets have supported regional mandates across corporate summits, developer events and brand-led formats.
Event demand
"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.
Founder Naveen Gupta said client expectations were shifting as regional event programmes grew more complex.
"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," said Naveen Gupta, Founder, Spalba.