Tara Hirebet

Tara Hirebet is a business strategist with over 18 years of experience spanning consumer insight and market expansion. Her expertise lies in translating behavioural and market data into actionable strategies that drive product innovation, business growth, and international scale.

As the inaugural Vice President of Research and Insights at GOJEK (now GoTo), a leading Southeast Asian super app valued at over USD 10 billion, Hirebet reported directly to the co-founders and established the company’s first research function. Under her leadership, the team redesigned the food delivery merchant interface and improved satisfaction scores from 1.5 to 3.5 stars, generating an uplift of USD 70,000 in daily commission revenue.

Throughout her career, Tara Hirebet has worked with clients like Google (Search, Maps, and Next Billion Users), Nike, Unilever, McDonald’s, Diageo, and Quaker Oats. Her strategic presentation to Spotify’s senior leadership contributed to the company’s expansion into Asia and the adoption of alternative payment models tailored to regional user behaviour.

Tara Hirebet has served as a government fellow advising Singapore’s five-year Smart Nation agenda and held research roles at leading advertising networks including TBWA, Omnicom, R/GA, and Contagious UK. She advises C-suite executives, startup founders, and public sector leaders and is highly sought after for her expertise on localised market entry strategies.

A recognised thought leader in consumer and cultural intelligence, Hirebet has been invited to speak at TEDx, SXSW, the United Nations Development Programme (UNDP), and industry events hosted by Coca-Cola, VISA, and the American Chamber of Commerce. Her work has been featured in The Economist Intelligence Unit, The Business Times, and The Korea Times.

Tara Hirebet speaks on topics such as market and consumer intelligence, innovation strategy, digital transformation, user-centred design, and the future of growth in Asia.