Apple appoints Avtar Ram Singh as Head of International Marketing for App Store and Games

Former Southeast Asia marketing head Avtar Ram Singh will now steer Apple’s global marketing strategy for the App Store, Apple Arcade and gaming content, drawing on deep experience across digital, social and content-led brand building.

Apple has elevated Avtar Ram Singh to Head of International Marketing for the App Store, Apple Arcade and Games, strengthening its global leadership bench as the company sharpens its focus on app discovery, gaming and digital services worldwide.

Singh was previously responsible for marketing Apple’s content and services portfolio across Southeast Asia, where he played a key role in driving regional growth and engagement for the App Store ecosystem. In his new role, he will oversee international marketing strategy across multiple markets, working closely with global teams to support developers, content partners and Apple’s growing gaming ambitions.

A career spanning strategy, social and content

Singh brings a diverse background that spans market research, agency leadership and platform strategy. He began his professional journey as a market analyst at International Data Corporation (IDC), before moving into content and e-commerce roles at Lazada, Zalora and Rocket Internet, where he gained hands-on experience in scaling digital platforms.

He later transitioned into the agency world, joining Ogilvy & Mather as a digital marketing manager and subsequently moving to Publicis. At Publicis Communications in Singapore, Singh rose to Head of Social, leading the group’s social media practice as business head. His responsibilities included operations, client engagement, talent development, business growth and financial performance.

During this phase, he led teams delivering social strategy, content development and analytics for brands across local, regional and global markets. He was also instrumental in building structured processes for audits, reporting frameworks and content planning, while driving new business initiatives and adapting teams to rapidly changing platform formats.

Experience across global brands

Before joining Apple, Singh also served as Head of Strategy at Falcon Agency and later took on the role of interim international marketing lead for apps and the App Store at Apple. Over the years, he has worked with a wide portfolio of global brands including Accor, P&G, AXA, UBS, Audi, HBO, Sony, Samsung and Nespresso, among many others.

His elevation signals Apple’s intent to further strengthen its international marketing approach for apps and games as competition intensifies across digital platforms.