Women to Watch 2025: Vicky Jones, 54

Vicky Jones

Managing director, Asia Pacific
54  
Singapore 

From her early days in marketing with Prudential and Scottish Courage Brands to breaking barriers in the male-dominated golf industry, Vicky Jones has consistently carved her own path. Her journey, which began with a business degree from The University of Edinburgh, has taken her from the UK to Bangkok, Singapore, and beyond.

As Asia managing director for sports and entertainment agency 54, Jones spearheaded the establishment of the company’s regional headquarters in Singapore and built a thriving team. In its first full financial year of operations in Asia, 54 brought in SG$8.98 million ($7 million) in revenue and by 2025, Jones had grown that figure to SG$35.14 million (US$27 million)—a remarkable increase of 291% year-on-year.

The year 2024 witnessed many successes for LIV Golf, a professional men’s golf tour, in Singapore and Hong Kong. She secured substantial grant funding from the Singapore Tourism Board and mediated a partnership with MBS in Singapore. In Hong Kong, Jones initiated a new experience called Feast, a concept that has become a staple for all future LIV Golf events. She has been able to secure new client contracts with Plower Cove, Hyrox and PTA, meeting the company’s objective of diversifying its client base. 

Although Jones built a career by breaking barriers, she has built bridges too. As a firm believer of gender equity, she has mentored, sponsored and empowered her female colleagues and built a gender-diverse team with a 60:40 female-to-male ratio.

Beyond her career, she continues to use sport as a force for good. She is a strong supporter of The R&A’s Women in Golf Charter and an active member and advocate of their Women in Golf Leadership Programme. At the same time, she chooses to give back to society by supporting underprivileged children in Singapore and Hong Kong financially and granting them access to the world of professional golf.