Marketing Featured Southeast Asia

Ex-Lazada Neil Trinidad named new CMO of GCash

Manila, Philippines Leading fintech app in the Philippines GCash has appointed its new chief marketing officer, ex-Lazada Neil Trinidad. The marketing veteran shared the announcement on a personal LinkedIn update. 

Trinidad brings with him a strong background in marketing, general management, and sales across the industries of FMCG, tech, fintech, and e-commerce. Previously, Trinidad also held the CMO position for the Philippine leg of top e-commerce platform Lazada for over 2 years through 2022. 

Transferring to the GCash team right after his CMO stint in Lazada, Trinidad first assumed the position of VP Head of Business of the fintech. 

Other notable marketing leadership under his belt include heading the businesses of Google Philippines and Unilever. In 2017, he also co-founded the e-commerce health food delivery business The Feel Good Food Group. 

Marketing Featured Southeast Asia

PropertyGuru appoints Disha Goenka Das as new chief marketing officer

Singapore – Disha Goenka Das, formerly the senior global marketing director at Twitter, has joined property technology company PropertyGuru, as its new chief marketing officer. In her new role, Das will oversee the group’s brand strategy, corporate communications function, as well as the environmental, social, and governance (ESG) mandate.

In addition, she will spearhead experiences across all offline and digital channels for the brand by taking forward the new brand positioning that reflects a strategic evolution in the group’s growth to move beyond property search to offering end-to-end property solutions for consumers, agents, developers, bankers, valuers and city planners. 

Das will report to Hari V. Krishnan, chief executive officer and managing director at PropertyGuru; and will now be part of PropertyGuru’s group leadership team.

During her stint at Twitter, she led the social media giant’s global strategy and built Twitter’s business brand globally. She was also previously the head of ad product commercialisation for Asia-Pacific at Google.

She brings into PropertyGuru a wide experience of strategic marketing and communications teams and cross-functional work streams, working extensively across over 30 markets in Asia, Europe, Latin America and the Americas.

Speaking on her appointment, she said, “I am thrilled to join PropertyGuru Group at such an exciting and defining juncture in the company’s journey. Their vision and latest brand positioning, which seeks to be a trusted advisor that guides every step of the property journey deeply resonates with me.” 

She added, “My role is an exciting opportunity to contribute and make an impact on the Group’s role in the Southeast Asia property industry and I look forward to bringing my experience in tech and marketing to help offer solutions that continue to better all our stakeholder experiences.”

Meanwhile, Krishnan commented, “We are excited to have Disha join the team as our Chief Marketing Officer. She brings a strong skill set in technology marketing which is critical as we fuel PropertyGuru’s growth and guide all in the property sector to make confident decisions. Disha’s rich experience will aid the Group in our ambition to be a trusted advisor as we help people find, finance, and own their homes.” 

Das’ appointment follows its recent brand positioning, summarised under the phrase ‘Where every step of your journey will be guided by Guru’.

Marketing Featured Southeast Asia

Daniel Hagmeijer moves to MAP Active as chief marketing officer

Jakarta, Indonesia – Daniel Hagmeijer, formerly the chief marketing officer at The Body Shop Indonesia, has moved to MAP Active as its new chief marketing officer. Hagmeijer announced the news on his LinkedIn profile.

In his new role at MAP Active, he will be responsible for overseeing the marketing of the retail group. Some of the brands he will be handling include Converse, Lego, New Balance, among others.

During his stint at The Body Shop, he also served as chief customer officer and chief digital officer. He oversaw back then a team specialising in customer experience, product development, e-commerce, paid media, SEO, CRM, among others.

He was also the managing director of digital agency Mirum, before it was acquired by Wunderman Thompson in early 2019. He still retained said role until he stepped down in December 2020.

MAP Active signed a deal with Atome in 2021 to offer BNPL options to its partner brands, then with Kredivo in 2022. It was also reported that MAP Active in the Philippines will be managing the largest Foot Locker store in Southeast Asia.

Marketing Featured Global

Accenture promotes Louise Sabariaga to CMO of APAC, MEA, LATAM

Manila, Philippines – Global professional and consulting services company Accenture has appointed Louise Sabariaga to the role of chief marketing officer of growth markets, composing the Asia-Pacific, Middle East and Africa, and Latin America

Sabariaga has confirmed to MARKETECH APAC about said appointment, which took effect in September this year.

She was most recently the global managing director of Accenture’s technology sustainability, marketing and communications. Previously, she also held the role of managing director of technology and ecosystems marketing, communications for APAC, MEA, and LATAM.

Sabariaga has been with Accenture for around 17 years, with a large portion of the time serving the Philippine market, as well as the Southeast Asian region.

Her appointment comes after a slew of acquisitions made by Accenture in APAC, including New Zealand consumer insights business Fiftyfive5 and Indonesian brand experience agency Romp.

Marketing Featured Global

Ex-Spotify’s Khurrum Malik appointed as Integral Ad Science’s new CMO

Singapore – Integral Ad Science (IAS) has appointed Khurrum Malik, the former head of global business marketing at Spotify, as its new chief marketing officer. In his new role, Malik will accelerate the market growth initiatives for IAS and lead its global marketing strategy.

During his previous stint at Spotify, he led the business marketing, creative, product marketing, measurement, and analytics teams within Spotify’s advertising business. He was also previously the CMO of Compass, a real estate technology platform, and was head of product marketing at Meta.

Speaking on his new role, he said, “IAS has set the global benchmark for trust and transparency in digital media quality. I look forward to working with the entire IAS team to ensure global marketers, publishers, and media platforms understand how best to leverage our technology and insights to activate brand-safe and ROI-driven campaigns.”

Meanwhile, Yannis Dosios, chief commercial officer at IAS, commented, “Khurrum’s impressive background and passion for technology and marketing will be instrumental to driving our go-to-market strategies and increasing awareness of our value proposition. We are excited for him to lead the marketing effort for IAS.”

Malik’s appointment comes a month after Integral Ad Science was tapped by streaming giant Netflix–alongside DoubleVerify–to verify the viewability and traffic validity of their ads starting in Q1 2023.

Marketing Featured Global

Tripadvisor names John Borris as new CMO

Massachusetts, United States – Tripadvisor, a travel guidance platform, has named John Borris, a veteran of the technology, travel, and hospitality industries, as its new chief marketing officer, taking on the responsibility for heading the platform’s B2C and B2B marketing strategy and execution.

Boris will be focusing on developing a comprehensive strategy for driving customer acquisition and engagement, marketing efficiency, brand reach and resonance, partnerships, and expanding the international customer opportunity.

On his new role as the company’s new CMO, Boris said, “I am truly honoured to join this company and humbled to be given the responsibility to continue to make an iconic and industry-leading brand like Tripadvisor essential to the hundreds of millions of travellers around the globe using our products and services to plan their next trip. As we look to the future of all our brands across the company, we will leverage the return of global demand to make the experience of travel and dining more meaningful and memorable for those taking their next holiday or vacation.”

Boris has held a number of c-suite and executive leadership positions throughout his career. He was instrumental in Shutterfly, an Internet-based social expression and personal publishing company, to its growth and transformation into an industry leader as its chief marketing officer. 

Within his experience, Boris also oversaw Zagat, a restaurant discovery platform, to its digital transformation in web, mobile, and subscription, as its senior vice president of marketing, enabling the company to become the omni-channel leader in restaurant reviews and ratings. He has also held a number of senior operational positions. Boris became the CEO of IfOnly, a bespoke experience marketplace acquired by Mastercard in 2019.

Boris will be reporting directly to Matt Goldberg, CEO of Tripadvisor, Inc. 

Goldberg said, “I’m excited to have John join Tripadvisor as our Chief Marketing Officer, knowing he will put the needs of travellers and our partners at the heart of everything we do. John has a demonstrated track record building global brands and this company will benefit from his deep experience in e-commerce, travel and hospitality. Most importantly, John is passionate about Tripadvisor given the global strength of our brand, our wealth of data, depth of content, and the innovative products and services we provide the travellers, experience-seekers, diners and partners we serve.”

Marketing Featured ANZ

The Conversation ANZ appoints Margy Vary as chief marketing officer

Australia – Non-profit research-based media outlet The Conversation has appointed Margy Vary as its new chief marketing officer for Australia and New Zealand. Prior to that role, she was working for a consultant for the company.

In her new role, Vary will be leading the publication’s marketing and reader revenue strategy in the region, and will be reporting to editor Misha Ketchell.

In addition, the role includes responsibility for driving audience growth, digital engagement, customer experience, as well as leading The Conversation’s donations strategy.

She was previously the marketing director of Guardian Australia, where she overlooked the local marketing and comms strategy during a period of rapid audience growth and development of the successful reader revenue strategy. She also has 20 years of experience in advertising and marketing, including launching Virgin Atlantic in Australia and developing creative campaigns at Host in Australia and Lowe in London.

Speaking on her new role, she said, “The Conversation has the best business model for sustaining public interest journalism, as a charity that’s not dependent on advertising revenue. I’m excited to join a team of experts with a culture of collaboration that is ideally suited to the challenges of these times, when the future of public interest journalism is under threat and Australians are more than ever crying out for facts over opinions and expertise over agendas.”

Meanwhile, Ketchell commented, “It’s the perfect time to welcome Margy to The Conversation. With so much disruption in public interest journalism and so many new developments in reader revenue happening around the world, her expertise will ensure The Conversation stays ahead of the game.” 

She added, “Margy’s track record in converting audience relationships into reliable and sustainable revenue streams will ensure we remain self-sufficient and not susceptible to the politics of funding. Margy brings a track record in creative, purpose-driven marketing that will be a huge asset in helping to differentiate the Conversation’s fact-based news by experts, which is needed now more than ever.”

Lisa Watts, CEO at The Conversation Media Group, said, “In 10 years we’ve gone from being a small startup to a global network with millions of monthly readers, and since COVID-19 The Conversation’s audience has doubled as people turn to experts for information they can trust. As an NFP our work is free to read and free to republish but we rely on support from donors and readers, and this role helps keep our work free and available to everyone. Margy is a great addition to the team, she brings deep expertise and we’re all very excited to work with her.”

Marketing Featured ANZ

Manisha Seewal steps down from CMO roles at Gumtree, CarsGuide, Autotrader Group

Australia – Manisha Seewal, the chief marketing officer of Gumtree Australia, CarsGuide, and Autotrader Group Australia, has decided to leave her positions in all three companies, as she moves back home to Singapore.

In a LinkedIn post, Seewal reflected on her time spearheading the marketing function for 3 brands with a special focus on sustainability and automotive. 

Seewal shared that she has learnt a lot alongside some of the smartest colleagues in business and will take to heart the leadership values of being passionate and courageous while being empathetic and adaptable for her next adventure. 

“Now with the sale of the business being concluded, Gumtree is in very good hands of The Market Herald leadership team. I am confident that they will bring the business to greater heights,” she said.

In MARKETECH APAC’s recent Empowered Women Series last March 2022, we featured Seewal and her marketing journey and experience in overcoming preconceptions about all women working in the automotive industry.

Marketing Featured Southeast Asia

Rokas Sidlauskas joins Society Pass as chief marketing officer

Singapore – Rokas Sidlauskas, formerly affiliated with Hello Health Group, joins the leadership roster of loyalty platform Society Pass as its chief marketing officer

Prior to joining Society Pass, Sidlauskas held several roles at Hello Health Group, including leading its corporate development and handling the roles of head of product business solutions and head of branded services. He spent over two years at said company.

Sidlauskas was also the co-founder of digital marketing agency Lion&Lion and served as its vice president for business development from 2013 before moving to Australian social commerce company ENSOGO in 2014 as its vice president for sales.

Following the closure of ENSOGO’s Southeast Asian operations in 2016, Sidlauskas moved to gym-sharing platform start-up Passport Asia as its vice president for international business development. He then moved to fitness company CMG.ASIA as a director and venture lead, and served there for over two years. Lastly, he served as the chief executive officer and co-founder of home-based healthcare solution company GO.CARE.

Sidlauskas’ recent leadership announcement comes on top of its numerous acquisitions in Southeast Asia, including Philippine delivery platforms Mangan and, Thailand-based Thoughtful Media, and Vietnam-based delivery service Handycart under Dream Space.

Marketing Featured APAC

Ogilvy Asia names new chief marketing officer, chief communications officer

Singapore – Ogilvy today announced new senior leadership appointments in Asia, including B. Ramanathan (Ram)’s nomination as chief marketing officer for and Janet Tsai’s promotion as chief communications officer

Through the appointments, both appointees will work hand in hand to strengthen Ogilvy’s position as a creative partner for growth, developing and promoting new modern offerings across Ogilvy’s five business units across content, data and technology.

In his new function, Ram will lead Ogilvy’s go-to-market approach in Asia, responsible for accelerating marketing and new business efforts. An agency veteran of 22 years, Ram most recently served in a dual position as chief executive officer for Ogilvy Indonesia and Bates CHI & Partners Indonesia.

Following Ram’s regional promotion, Ogilvy’s operations in Indonesia will now be led by Sieg Penaverde, who previously assumed the chief operating officer role in the country. 

Meanwhile, Tsai’s appointment is added to her existing role as VP for marketing and communications for Ogilvy China and global lead for Ogilvy’s Outbound Practice. In the added role, she will work closely with Ram to elevate Ogilvy’s reputation, promote new offering and services, and showcase the impact of borderless creativity to drive Ogilvy’s clients business growth. 

Tsai is a seasoned leader with PR, brand building, crisis management and integrated content planning experience across a number of industries including technology, finance, auto, entertainment, fashion and luxury.

Kent Wertime, chief executive officer for Ogilvy Asia, said, “Ram has been a terrific leader for our business in Indonesia. He has a huge heart for our clients, for our staff, and for the work we do to help grow our brands make an impact in the world. We are incredibly excited to have Ram at the helm of our marketing and growth function to help our clients push boundaries and make the most of the opportunities in this part of the world.”

Meanwhile, Chris Reitermann, chief executive for Ogilvy Asia and Greater China, commented, “Janet has played an instrumental role in leading corporate communications in China in addition to her client-facing duties for our China Outbound Practice. Her strong expertise and performance in China made her a natural candidate to take the reins of our regional communications as we enter a new exciting growth phase.”