Tag: Appointment

Kuala Lumpur, Malaysia – Fariz Yusof, most recently the head of customer marketing at Lotus’s Stores Malaysia, has joined L’Oréal as its head of CRM for Malaysia and Singapore at L’Oréal Luxe MYSG. In an interview with MARKETECH APAC, Fariz stated that he is responsible for shaping and executing the brand’s data-driven digital marketing strategy for the two aforementioned markets.

“My role is at the intersection of data, technology, and customer experience, ensuring that we are connecting with consumers in the most relevant and impactful way possible across all digital touchpoints,” he said.

Understanding consumer behaviour through data and personalisation

Fariz also highlighted that in his role, they work closely with the brand teams to ensure that their digital strategies are fully integrated with L’Oréal’s overall marketing objectives, ensuring that their efforts align with business goals.

“Essentially, we aim to deeply understand our consumers – their needs, preferences, and behaviours – through data. This understanding informs everything we do, from personalized content creation and targeted advertising to optimised e-commerce experiences and engaging social media strategies,” he explained.

He spent over six years at Lotus’s Malaysia, where he led customer marketing efforts, focusing on loyalty, engagement, and personalisation. Prior to Lotus’s, Fariz held key roles at Lazada Group, including head of strategic brands (FMCG) and head of commercial Planning & PMO, where he leveraged business insights and analytical skills to drive growth.

For Fariz, his experiences at Lotus’s Stores and Lazada have provided him with a valuable perspective on the evolving retail landscape and the power of data-driven decision-making.

“My experiences at Lotus’s Stores and Lazada have provided me with a valuable perspective on the evolving retail landscape and the power of data-driven decision-making,” he explained.

Given this expertise, Fariz stated that he applies this past expertise at L’Oréal by prioritising customer-centricity, data-driven decision-making, and innovation. In his role, he ensures digital strategies provide value and foster consumer relationships while leveraging data to optimise marketing impact. 

Moreover, He promotes agility by encouraging experimentation with new technologies and emphasises collaboration across teams to align digital strategies with business goals. Additionally, he focuses on performance marketing, tracking, and optimising campaigns across multiple platforms.

“Ultimately, my goal is to leverage my past experiences to help L’Oréal MYSG build a strong digital presence, drive sales growth, and enhance customer loyalty,” he said.

What CRM trends lie ahead for 2025

Fariz highlighted several CRM trends for brands in Singapore and Malaysia in 2025, including data-powered strategies and personalised ones, which ultimately build up to personalised experiences for customers.

In terms of hyper-personalisation, he highlighted that consumers will expect even more personalised experiences, with brands using data to tailor every interaction to their individual needs and preferences.

Moreover, AI-powered CRM strategies are still very much needed, with him stating, “Artificial intelligence (AI) will play an increasingly important role in CRM, enabling brands to automate tasks, personalise interactions, and gain deeper insights into customer behaviour.”

Another point to consider is privacy-centric CRM, with Fariz stating that with growing concerns about data privacy, brands will need to adopt privacy-centric CRM strategies that prioritise transparency and respect for consumer data.

There is also a rising trend for personalised CRM trends, including experiential and omnichannel CRM, as well as launching loyalty programs.

“Brands will focus on creating memorable and engaging experiences that build emotional connections with customers and drive loyalty. [Moreover], consumers will expect a seamless experience across all channels, with brands providing consistent and personalised interactions regardless of how they choose to engage,” he said.

Fariz added, “Consumers will want to be rewarded for their patronage of brands and products they use, as well as for referrals.”

Lastly, he also mentioned that brands will enhance their CRM strategies by integrating social media for real-time engagement and community building while optimising mobile CRM to ensure seamless customer experiences on the go.

In response to these trends, Fariz stated that the brand is investing in data analytics and AI to enhance customer insights and personalisation while prioritising a privacy-first CRM strategy to build trust. Additionally, they are also focusing on creating engaging experiences and strengthening omnichannel capabilities for seamless customer interactions across all touchpoints.

Blending online and offline channels to elevate CX

When asked about how to successfully blend online and offline channels for enhanced customer experiences, Fariz stated that successfully blending offline and online experiences requires a strategic and, most importantly, a customer-centric approach.

“Brands must understand that customers don’t think in channels. They simply experience a brand, regardless of whether it’s online, in-store, or through a mobile app. This means removing siloed thinking is crucial,” he stated.

As part of his advice, Fariz says that brands should start by mapping the entire customer journey, ensuring a seamless transition between online and offline touchpoints. For him, a unified brand message and consistent service across all platforms help build trust and engagement. Moreover, leveraging data for personalisation allows brands to tailor experiences, using insights from digital interactions to enhance in-store visits and vice versa.

“Map out the holistic customer journey, from initial awareness to purchase and beyond, identifying all touchpoints and opportunities to create a unified experience. Think beyond just online or offline; consider how the customer moves between these worlds,” he said.

There is also an importance on investment, with Fariz highlighting that staff training and technology investment is crucial to support this blended approach, enabling employees to assist customers at any stage of their journey. In addition, continuous measurement and optimisation help identify friction points and improve the overall experience.

“[Always] ensure that the blended experience provides value to customers, whether it’s through personalised recommendations, exclusive offers, convenient services, or simply a more enjoyable and efficient shopping experience,” he said.

He added, “Ultimately, the goal is to create a holistic and engaging customer experience that builds brand loyalty and drives sales growth. It’s not just about being present on multiple channels, but about creating a connected and meaningful experience for the consumer, wherever they are and however they choose to interact with your brand. The key is to think like a customer, not like a marketer operating within a specific channel.”

Hong Kong – VML Hong Kong has elevated Sandra Gin and Edward Ha to executive directors, entrusting them with spearheading regional and local market growth, respectively.

Gin, who joined the former Wunderman Thompson in 2020 as client services director, has been involved in expanding the regional and global business from the Hong Kong office. She has worked closely with major clients such as HSBC, Hill’s Pet Nutrition, and Nikon. 

Originally from Canada, Gin has experience at agencies including BBDO Toronto, FCB Toronto, Digitas Hong Kong, and Golin Hong Kong, with expertise across industries such as gaming, telecommunications, healthcare, hospitality, and finance.

Commenting on her new role, Gin said, “I’m incredibly excited to step into this expanded role at VML to further ignite our growth across Asia and beyond. We have the depth and breadth of capabilities to help our clients succeed and a brilliant team at VML ready to make it happen. I’m energised by the opportunity to further shape the future of our agency.”

Meanwhile, Ha brings two decades of advertising experience, blending entrepreneurial insight with multinational agency expertise. Before joining VML, he co-founded and led a boutique agency for eight years.

Ha’s experience across Hong Kong and mainland China has contributed to VML’s work with clients such as the Hong Kong Jockey Club, Endowus, and HSBC.

Talking about his new role, Ha said, The agency landscape is evolving rapidly with ongoing technological and societal changes. Leveraging my experience running a boutique agency, I aim to foster greater agility and maintain a sharp focus on clients’ needs, driving the agency forward alongside the VML leadership team.”

Both Gin and Ha will remain part of the leadership team, reporting directly to Maggie Wong, CEO of VML Hong Kong.

Commenting on the promotions, Wong shared, “Sandra and Edward are invaluable members of our management team. Their passion, commitment, and leadership have been crucial to our success, and I am thrilled to see them advance within the company. They have both laid a robust foundation for our growth in 2025 and beyond.”

Singapore – Audi Singapore has appointed seasoned executive Martin Bayer as its new managing director, tasking him with steering the brand through its milestone shift to a fully direct-to-consumer retail model.

As the new MD, Bayer will oversee Audi Singapore’s transition to a fully direct-to-consumer retail model, the first of its kind for the brand globally. He will also be responsible for shaping the company’s omnichannel business strategy and managing its operations following the launch of ‘Audi House of Progress Singapore’ and a new online retail platform.

Bayer, who has been with the Audi Group for over 26 years, joined Audi Singapore in February 2025. Previously, he served as director of sales for Latin America and Eastern Europe at AUDI AG, overseeing sales, aftersales, and profitability across 30 markets. He also led direct sales initiatives in Brazil and Argentina, managed the transition to battery electric vehicles, and introduced new showroom concepts in multiple locations.

During his tenure at AUDI AG, Bayer held various roles in brand, product, and sales, including leading product marketing and sales for the Audi A4, A5, and Q5 in Germany. He also managed financial services operations, restructured VIP customer sales, and oversaw product marketing for Audi Italia, focusing on growth and long-term planning.

Commenting on his appointment, Bayer said, “I am excited to be stepping into the Managing Director role at Audi Singapore and joining at such a promising phase of our business. With my cross-functional expertise, global experience, and strong network across the Audi Group, I am confident of continuing Audi Singapore’s success together with the team in this new era.” 

Bayer’s appointment follows Audi Singapore’s shift to a direct-to-consumer business model and the opening of Audi House of Progress Singapore on 13 February 2025. The new flagship showroom and lifestyle space, now open at Cross Street Exchange, is designed around four pillars—performance, lifestyle, sports, and dining.

Singapore – Edelman has strengthened its leadership in Southeast Asia with the appointment of Delicia Tan as CEO for Singapore, expanding her current role overseeing Hong Kong and Taiwan, and Vorasit (Gigg) Turongsomboon as the new managing director for Edelman Thailand.

Currently serving as CEO for Hong Kong and Taiwan, Tan will now expand her leadership to include Singapore, succeeding Julia Wei, who is leaving the firm at the end of the month to pursue a new venture.

Tan, who joined Edelman Singapore in 2006, has extensive experience leading integrated teams across Asia Pacific. She has worked on diversified communications strategies and served as regional and global client leader for several of the firm’s major clients.

During her two and a half years as CEO of Hong Kong and the Greater Bay Area, Tan has led the business through the post-pandemic period and developed an integrated communications team serving clients across the region.

Turongsomboon, who has over 16 years of experience in strategic public relations and communications, also joins Tan as the new managing director for Edelman Thailand.

Turongsomboon will lead Edelman’s Thailand office, which has expanded in response to growing client demand. The office has worked on notable campaigns, including the Cannes Lions-winning Dove #LetHerGrow campaign in 2023 and the Vaseline Transition Body Lotion campaign in 2024.

Before joining Edelman, Turongsomboon was managing director at MSL, overseeing clients in the tourism, automotive, and consumer products sectors. His experience also includes a decade-long tenure at Procter & Gamble.

Speaking on the leadership appointments, Rakesh Thukral, Edelman’s CEO for Asia Pacific, said, “Delicia’s new role is an acknowledgement of her experience and contribution to our firm. We have a strong team and a great set of clients in Singapore. With Delicia’s leadership, I am confident that we will continue to do impressive work in that market. I would like to thank Julia for her contribution to the Edelman business in APAC.” 

Thukral added, “We are also very pleased to have Gigg onboard to lead our business in Thailand. Through these appointments, we are strengthening our ability to deliver the best communications advisory solutions for our clients across Asia Pacific. I am confident both Gigg and Delicia will make a positive impact in their new positions.” 

Tan and Turongsomboon’s appointments are effective immediately.

Singapore –MiQ has appointed seasoned programmatic and tech executive Addy Cutts as its new commercial director for Southeast Asia, tasking him with driving regional growth and leading sales and account management teams. 

In this newly created role, Cutts will oversee MiQ’s commercial operations, including sales and account management teams. His responsibilities include driving market expansion in Southeast Asia and strengthening MiQ’s presence in the regional programmatic advertising sector.

Cutts brings over 20 years of experience in tech, programmatic, media, and digital advertising across the UK and Singapore. He has a strong track record of leading commercial and capabilities teams to drive growth for both startups and large enterprises.

Before joining MiQ, Cutts served as regional director for JAPAC at Oracle Advertising, where he oversaw the go-to-market strategy and regional revenue growth across Southeast Asia, India, ANZ, Thailand, and Japan. His approach focused on data-driven solutions tailored to local markets.

In addition to his role at Oracle, Cutts has held executive positions at Visual DNA and Lonely Planet and contributed to the adtech and martech sectors through his work with the angel-backed venture fund First Party Capital. He also served on the board of IAB Southeast Asia and India.

Commenting on his new role, Cutts said, “I’m absolutely thrilled to be joining the team at MiQ, who are certainly not your average programmatic media partner, having pioneered the industry since 2010.” 

He continued, “I was well aware of their reputation for achieving unmatched performance on brand and agency ad campaigns, but what really sets them apart is the tangible commitment to fostering a culture of transparency, trust, and collaboration. I love the fact that the company values are so much more than just statements, and I can’t wait to support the regional team with extending our first-class service to deliver improved outcomes for clients across Southeast Asia.” 

Cutts’ appointment takes effect immediately. It follows a period of growth for MiQ, marked by the recent appointment of Erin Koedam as NSW group account director earlier this month.

Jason Scott, APAC CEO at MiQ, explained, “As the programmatic industry continues to evolve at a rapid pace, Addy’s appointment reflects our commitment to attracting the best and brightest minds in the industry. His understanding of the media landscape and ability to navigate emerging technology trends will be paramount to delivering exceptional value to our clients and furthering our tech-enabled growth through Southeast Asia.”

“He brings an established network, strategic insight, and deep passion for innovative solutions. He has a great working knowledge of client needs and adapting to local market nuances, aligning with MiQ’s goal of expanding its technology and solutions in the region to do interesting, exciting business problem-solving solutions for its clients to drive sustainable growth. We’re delighted to welcome him to the team and look forward to the impact he will make in driving our business,” Scott added. 

India – Mumbai-based brand and communications consultancy Tilt Brand Solutions has named former Leo Burnett executive creative director Kushager Tuli as its new president – creative.

In his new role, Tuli brings a distinctive mix of creativity, strategic insight, and leadership. An engineering graduate, he has 18 years of advertising experience with agencies including Ogilvy, McCann, and JWT.

Before joining Tilt Brand Solutions, Tuli worked with integrated teams on brands such as Coca-Cola, Nescafe, The Times of India, BMW, Mastercard, Star Sports, Tata Motors, Perfetti, HUL, Pepsi, and Visa. His work has received recognition at both national and international levels.

Speaking on his appointment, Tuli said, “Tilt is already doing some industry benchmark-worthy work, and I hope to add even more depth and value to our clients and our creative showcase. In an ever-changing comms landscape, being able to craft brave, engaging and compelling stories across formats and platforms is something that I’m excitedly looking forward to doing with the rest of the fabulous folks here at Tilt.”

Tuli will report to Adarsh Atal, group chief creative officer at Tilt Brand Solutions.

Adal shared, “Kushager joins us to not just bolster our creative team but also to add to our carefully crafted culture. His proven record as a leader is exactly what we need, given the myriad and strong creative talent we have and nurture at Tilt. With his diversity of experience and expertise across agencies and brands, I’m certain that Kushager will help us take our creative product to newer heights.”

Australia – Enero Group, a global marketing and technology agency network, has named Ian Ball as its first chief operating officer (COO), effective February 17.

In this newly established role, Ball will report to Enero Chair Ian Rowden and succeed outgoing CEO Brent Scrimshaw. He will be responsible for the company’s operational and financial leadership and will also lead the strategic review of OBMedia.

Enero Group’s operating company CEOs—Heather Kernahan, Steve McArdle, Wai Kwok, and Raja Gupta—along with the Group’s functional heads, will now report to Ball.

Ball has more than 40 years of experience in consulting, technology, professional services, and private equity. He previously served as EY Oceania’s deputy CEO and head of markets, overseeing a $1.4b business with responsibilities spanning revenue generation, client management, business development, marketing, communications, and strategic acquisitions. He has also held leadership roles in major professional services firms and worked across key markets, including Asia, the UK, Europe, Australia, and the U.S.

Before joining Enero Group, Ball served as TEG’s COO and head of strategy and M&A. He previously held roles as an operating partner at Silver Lake and as CEO and managing director of Cardno, an ASX-listed global professional services firm.

Speaking on his appointment, Ball shared, “I am excited to be joining Australia’s only listed marketing and communications business to lead the business through its next phase of growth. In particular, the quality of the individual business units, their talented staff, global reach and exposure to growth markets provide a very strong platform for value creation. I am looking forward to working with the board, the leadership team, and meeting our people to unlock this potential.”

Ball’s appointment comes shortly after Enero introduced its refreshed brand positioning, ‘Free Thinkers United.’ The new positioning underscores the Group’s focus on independent thinking and its approach to blending strategic precision with creativity to address key challenges for high-growth clients worldwide.

Enero Group chair Rowden commented, “Ian is a highly accomplished executive with a proven track record of success in leading and growing substantial businesses. His deep understanding of the marketing and technology landscape, coupled with his experience in driving operational excellence, makes him ideally suited to lead Enero’s next phase of growth and innovation.

“I am particularly glad we have attracted someone with the qualifications and background to coordinate and fast-track our efforts to harness AI on behalf of our agencies and clients,” added Rowden.

Singapore – In a significant reshuffling of its leadership team, Manulife Asia has announced key strategic changes across its operations in emerging markets, Indonesia, Japan, Singapore, and its finance division.

As part of the leadership changes, Manulife Asia has appointed Dr. Kah Siang Khoo, currently the CEO of Singapore, as the new CEO of Emerging Markets. In this expanded role, he will oversee operations in Cambodia, Indonesia, Malaysia, Myanmar, and the Philippines.

Dr Khoo, who joined Manulife in 2018, has played a key role in driving growth and enhancing the company’s position in the region. He has also contributed to digital initiatives and new distribution strategies while overseeing a successful bancassurance partnership with DBS. Prior to his new role, Dr. Khoo served as the president of the Life Insurance Association of Singapore.

During the transition, Dr. Khoo will remain CEO of Singapore until he officially hands over the role to Benoit Meslet on June 1. Meslet, who is currently CEO of Japan, will assume the position pending regulatory approval.

Benoit has been with Manulife since 2020, driving four years of core earnings growth, doubling new business value since 2022, and leading a fast-paced digital transformation that boosted customer satisfaction and employee engagement. With over 20 years of leadership experience in Asia’s life insurance sector, he is well-equipped for his new role.

Following this change, Ryan Charland, currently CEO of Indonesia, will succeed Meslet as CEO of Japan, effective May 1, 2025. He will join Meslet in Japan in April to facilitate a smooth transition.

Since taking the helm in 2019, Charland has led Manulife Indonesia to expand its market share and achieve a strong Net Promoter Score. He also launched a new Syariah-compliant company to serve Indonesia’s underpenetrated Muslim population. His extensive experience in product development, distribution, operations, finance, and risk management is expected to support ongoing growth in Manulife Japan.

Meanwhile, Lauren Sulistiawati will succeed Charland as CEO of Indonesia, starting February 24, 2025, pending regulatory approval. She will collaborate closely with Charland to ensure a smooth transition and will report to Dr Khoo.

Sulistiawati joins from Commonwealth Bank, where she led the transition to OCBC while maintaining customer satisfaction. She has held leadership roles in Indonesian and multinational banks, with a focus on transformation, Syariah business, and regional insurance partnerships.

Last on the roster of leadership changes, Adrienne O’Neill, currently global controller and group chief accounting officer, has been appointed Asia chief financial officer, reporting to Colin Simpson, global CFO, and Phil Witherington, president and CEO of Manulife Asia.

O’Neill has been with Manulife for over 17 years, holding various key finance roles, including global controller and group chief accounting officer. She also served as global head of investor relations from 2018 to 2021.

Speaking on the appointments, Witherington said, “These changes showcase the depth and strength of our leadership across Asia and position us to continue delivering high-quality sustainable growth and be the number one choice for customers.”

“We are well on track to achieve our goal of contributing half of Manulife’s core earnings by 2027, and these leaders have consistently executed our strategy. Their leadership in these new roles will help define the next chapter for Manulife Asia,” he added.

Phil Witherington will assume the role of president and CEO of Manulife on May 9, 2025. Until his successor is appointed, members of the Manulife Asia senior leadership team will report directly to him.

Manulife has also announced the departure of Michael Thomssen, chief financial officer for Asia, and Sachin Shah, head of emerging markets. The company thanked both for their contributions and wished them success in their future endeavours.

Singapore – Creative agency VIRTUE Asia has named Amos Mak as its associate creative director. The appointment is part of the agency’s strategy to boost its creative capabilities while driving growth.

Mak previously worked with BBH Singapore for six years, where he most recently served as senior art director. Prior to that, he held creative roles at DDB Singapore and Geometry Singapore.

In his previous roles, he has worked with brands such as Samsung, Riot Games, Meta, Singtel, and UOB.

Mak’s appointment follows VIRTUE Asia’s recent restructuring. The agency also recently promoted Lesley John as its chief executive officer.

VIRTUE Asia partners with various global and regional brands, including Diageo, Toyota, and Shiseido.

Huiwen Tow, head of strategy at VIRTUE Asia, said, “Amos’ ability to blend cultural insight with innovative storytelling aligns with our mission to help brands become culturally relevant. His experience in branded entertainment and experience-led campaigns will be invaluable as we continue to expand our creative firepower across Asia. He’s also committed to nurturing the next generation of creative talent and has been active in mentoring young creatives in their careers. We’re beyond psyched he’s joined the VIRTUE Asia team.”

“I’ve always believed that the best work is born from culture – not imposed on it. That’s why I’m excited to join VIRTUE Asia, an agency that understands the power of cultural resonance and actively builds brands from within it. I look forward to collaborating with the incredible talent at VIRTUE Asia to create a new brand of culture-first creativity that doesn’t just get seen, but includes and involves individuals, communities and fandoms,” Mak commented.

Hong Kong – DFI Retail Group has appointed retail veteran Yoep Man as the new chief executive officer of 7-Eleven for South China, Hong Kong, Macau, and Singapore, effective immediately.

Yoep brings over 20 years of retail leadership in food and FMCG across Asia Pacific. Most recently, as Managing Director of Food in Singapore for DFI Retail Group, he led brands like Giant, Cold Storage, CS Fresh, and Jason’s Deli, driving financial growth, operational efficiencies, and stronger market positioning despite a challenging retail landscape.

Throughout his career, Yoep also played key roles in advancing business growth and operational success, including supporting the growth of Sam’s Club business at Walmart China and the expansion of Dutch-based retailer SPAR into China, Indonesia, Thailand and Mongolia.

In his new role at the Group, Yoep will steer the strategic direction and operations of 7-Eleven across the four key markets, driving innovation and growth to meet changing customer needs.

Additionally, Yoep will also join the Group’s Management Committee, contributing to the organisation’s broader leadership.

Commenting on his appointment, Yoep said, “I am excited to have the privilege to support 7-Eleven’s growth and ambitions in the markets we serve. I look forward to working with our teams and partners to deliver greater convenience, value and innovative experiences for our customers.”

Yoep’s appointment comes as 7-Eleven experiences robust growth, driven by the expanding ready-to-eat market and ongoing digital advancements to enhance customer experiences.

Scott Price, chief executive officer of DFI Retail Group, commented, “We are pleased to appoint Yoep as CEO of 7-Eleven for South China, Hong Kong, Macau, and Singapore. His appointment aligns perfectly with our customer-first approach, given his proven ability to enhance customer experiences and drive innovation.” 

Price continues, “Yoep’s success in leading our food business in Singapore, coupled with his deep understanding of the Asian retail landscape, positions him well to accelerate 7-Eleven’s growth. His expertise in digital transformation and operational excellence will be crucial in evolving our convenience retail offerings to meet and exceed customer expectations across these key markets.”