Spalba has appointed Erica Seo as Business Head – APAC as it has expanded its experiential vertical, Spalba Live, across the Asia-Pacific region. She has been tasked with driving business strategy, revenue growth, regional partnerships, and multi-market event mandates amid rising demand for large-scale corporate and brand-led experiences.
Seo has brought close to 18 years of experience across the events ecosystem, having worked with international hotel chains, banking institutions, and non-profit organisations. She has started her career in B2B corporate events marketing and has later moved into leadership roles on the agency side, delivering experiential campaigns for global brands. Prior to this, she has served at George P. Johnson (GPJ) as Director, Business Strategy – APAC and Managing Director – Korea. Her experience has spanned markets including Australia, Singapore, the UK, Norway, and Hong Kong.
The appointment has come as Spalba has strengthened its presence across APAC, with Singapore serving as a regional hub for Southeast Asia operations. The company has also introduced its CXO suite earlier, indicating a sharper focus on scaling expansion and accelerating growth across markets.
Founded in 2020, Spalba’s experiential arm, Spalba Live, has delivered large-scale event projects and technology-led experiences. Over the past year, it has designed more than 23 lakh sq. ft. of event space and has engaged over 8 crore people across 10 countries. Its portfolio has included mandates for Google, MongoDB, YouTube, Meta, SHRM, Grab, DBS, and GFTN, spanning developer showcases, corporate summits, and large-format brand experiences.
The expansion has aligned with growing demand for multi-location event formats that require integrated planning, spatial design, and on-ground execution. Beyond India and Singapore, Spalba Live has expanded into Australia, Malaysia, Thailand, Philippines, South Africa, Taiwan, Indonesia, and Vietnam, supporting regional mandates across formats.
“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.
“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.
