SINGAPORE - Singtel has announced a slew of changes to its senior leadership in a bid to "sharpen" its digital business strategy.

The re-appointments are to take place with immediate effect, said the telco in a press release on Friday.

Mr Samba Natarajan, the telco's Managing Director of Digital Enterprise, has been named CEO Group Digital Life and will be in charge of a portfolio that includes Amobee, HOOQ, DataSpark and Innov8.

He takes over from current incumbent Mr Jonathan Auerbach, who is returning to the United States but will remain associated with Singtel as Chairman of HOOQ and Director of Amobee.

Group CFO Jeann Low will assume the role of Group Chief Corporate Officer (CFO), while Deputy Group CFO Ms Lim Cheng Cheng takes over from Ms Low.

All three will report to Singtel Group CEO Chua Sock Khoong, who said in the press release: "In the last three years, we have experimented to explore opportunities where our unique telco assets can be put to best use in this digital era.

"We have identified digital marketing, regional premium OTT video and advanced analytics as key growth areas. We will double our efforts to build Amobee, HOOQ and DataSpark to become significant players."

Each of these businesses will be guided by a Board which includes independent directors with relevant industry and domain expertise, she added.

Meanwhile, the telco's digital lifestyle services, which comprise AMPed, Dash, HungryGoWhere and Insing.com, and NewsLoop, will be managed within the Singapore Consumer business. Certain digital initiatives that are not scalable have been discontinued.