Dubai, United Arab Emirates – Global esports organization Galaxy Racer (GXR) has appointed Allan Phang, former regional head of marketing and PR of professional esports company EVOS Esports, to now assume the role of chief marketing officer.
Galaxy Racer holds a roster of eleven esports teams in various online battle games such as Legends, Dota 2, CS: GO, and Fortnite, as well as PUBG Mobile, and Free Fire. It has over 60 male and female esports athletes from 22 countries, with over 20 content creators across the Middle East North Africa (MENA) and Southeast Asia (SEA).
The organization said that Phang’s leadership appointment aims to lead the development of best-in-class strategic marketing plans to establish GXR’s brand presence on a global scale. She will be handling the organization’s marketing initiatives from social media and digital campaigns to advertising, partnerships, and creative projects.
Aside from previously working at EVOS Esports, Phang also worked at AirAsia for close to seven years and his roles included being the head of esports, leading as well in the areas regional marketing, ancillary income, employee engagement, as well as internal branding, corporate culture, partnerships, and business development. Most recently, he led the airline’s esports strategic initiatives including the AirAsia Allstars Esports Club, sponsorship activation for Mineski Dota 2 Esports Team, and the World Electronic Sports Games (WESG) by Alisports, the sports arm of Alibaba Group.
“I believe Galaxy Racer is on the right path to be a market leader in this space with their integrated 360 approaches focusing on content and lifestyle, as brands and marketers begin to understand the true value of esports and gaming in connecting with the hard-to-reach demographics of Millennials, Gen Z Digital Natives and Gen Alphas,” said Phang.
Meanwhile, Galaxy Racer’s CEO Paul Roy commented that Phang is a highly experienced business leader with a proven track record, including his vast knowledge and network in the esports ecosystem, which they value immensely.
“As Galaxy Racer evolves into a lifestyle brand, I am confident with his cross-cultural leadership qualities, passion for innovative marketing, and forward-thinking mindset, he will be able to take us to the next level as we aggressively continue our global expansion across continents,” said Roy.
Galaxy Racer has also announced that it has recently brought onboard Guenther Hake, the senior vice president and general manager of Disney Consumer Products in Greater China and CEO at Oriental DreamWorks. Hake will be assisting in an advisory role with GXR’s brand partnerships, consumer products, apparel, and merchandising endeavors.