Malaysia – Food & Beverage company Loob Holding in Malaysia, which owns the local bubble tea brand, Tealive, has announced a new head of digital marketing, Fabian Khaw.
Khaw previously comes from smart urban development in Malaysia, i-City, where he held the position of digital marketing manager. In the said role, he oversaw the digital portal of i-City’s theme park, and was responsible for managing the theme park’s ad spend to bring in 6- to 7- digit RM revenue.
For the new position at Loob Holding, Khaw shared to MARKETECH APAC that he will be providing the vision and leadership for the strategic development of all the brands’ digital marketing landscape and to ensure the delivery of an excellent and innovative digital experience to all of its existing and future customers.
Loob Holding owns a wide portfolio of F&B brands. Aside from Tealive, it also manages brands Bask Bear Coffee, Gindaco, Define Food, KoKoKai, and SodaXpress. Khaw will be handling the said entire portfolio to drive its digital presence.
Khaw shared that he is charged with the responsibility of enhancing the omnichannel strategy of the brands to allow more touchpoints for the end users. Besides this, he will also be planning the necessary infrastructure to capture first-party data in preparing for a cookieless world.
“I am super excited to work closely with the leadership team and marketing team for the next phase of growth for Tealive and the other brands under Loob Holdings. I look forward to driving the digital front and unlocking further growth through new and existing channels.,” said Khaw.
He added, “In this current economic situation where retail is no longer the main channel of purchase, people want the same self-service experience from a touch of their fingertips, and we can achieve that through a strong digital infrastructure.”
With digitization as the top driver of brands and consumer companies in the current period’s physically-deprived lifestyle, Khaw said that the key challenge for digital marketing teams, specifically for F&B brands, is setting clear tracking and measurement of the performance for every dollar spent in advertising when it comes to driving customers to the retail front and also to the delivery partners.
“As a marketeer, having this information is crucial for us to determine the most effective channel to acquire customers. With that said, I see an equal opportunity for brands, from big to small, new or old, to capitalize on many social media platforms that didn’t exist 5 to 10 years ago to reach the end users,” said Khaw.
Khaw will be reporting directly to Loob Holding’s CEO, Bryan Loo.
In line with the ongoing pandemic situation, Loo said they see the need to strengthen their digital presence and to create an omnichannel strategy that will allow for customers to reach their brands in any method that is most convenient to them.
“We want someone who not only leads us on the digital front, but also to have someone who shares our Loob core values which are teamwork, entrepreneurial, honesty, and passion. Fabian brings both of that in a single package,” said Loo.
