New Delhi: Spalba has appointed Erica Seo as Business Head – APAC, as it accelerates the expansion of its experiential vertical, Spalba Live, across the Asia-Pacific region.
In her new role, Seo will lead business and strategy for APAC, focusing on revenue growth, regional partnerships, and multi-market event mandates amid rising demand for large-format, experience-led corporate and brand events.
Seo brings close to 18 years of experience across the global events ecosystem, having worked with international hotel chains, banking institutions, and non-profit organisations. She has previously held leadership roles at George P. Johnson (GPJ), where she served as Director, Business Strategy – APAC and Managing Director – Korea. Her international experience spans 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 regional footprint, with Singapore positioned as a hub for Southeast Asia operations. The move follows the introduction of the company’s CXO suite, reflecting a sharper focus on scaling future expansion and driving growth across markets.
Founded in 2020, Spalba’s experiential arm, Spalba Live, has emerged as a key player in large-scale, technology-led event experiences. Over the past year, the company has designed over 23 lakh sq. ft. of event space and engaged more than 8 crore people across 10 countries. Its portfolio includes flagship mandates for Google, MongoDB, YouTube, Meta, SHRM, Grab, DBS Bank, and Global Finance & Technology Network, spanning formats such as developer showcases, corporate summits, and large-scale 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.”
Spalba’s APAC expansion aligns with the growing demand for complex, multi-location event formats that require seamless integration between planning, spatial design, and on-ground execution.
Beyond India and Singapore, Spalba Live has expanded into markets including Australia, Malaysia, Thailand, the Philippines, South Africa, Taiwan, Indonesia, and Vietnam, supporting diverse regional mandates. The company is focused on building a globally competitive experiential marketing business by scaling integrated, large-format event capabilities across markets.
