Kuala Lumpur, Malaysia – Dutch Lady Milk Industries Berhad (DLMI), a part of FrieslandCampina in the Netherlands, the multinational dairy company, has appointed Xing Jun Khoo as its head of digital, media, and insights in Malaysia. In this role, Khoo’s main responsibility will focus on leveraging the wealth of data and information available within the organisation.

In an exclusive conversation with MARKETECH APAC, Khoo also added that by leveraging the company’s data, he will be able to create cohesive and actionable strategies in line with FrieslandCampina’s current business strategy, as well as being able to drive effective decision-making across the organisation.

“I am looking forward to leveraging the wealth of data and information we have within the organisation, particularly from the consumer front. My goal is to integrate this data into actionable strategies that will enable us to craft even more effective digital and media approaches. By doing so, we can identify methods that align more closely with consumer needs and market trends,” Khoo told MARKETECH APAC.

Prior to this new role, he was recently with Accenture Song, where he served as its manager for brand and communication strategy. Prior to this, he was also with Entropia where he held various media roles until Accenture Interactive’s acquisition of said agency in June 2021.

“During my time at Accenture Song, I had the privilege of collaborating with various teams and analysing diverse forms of data to craft comprehensive strategies for our clients. This experience honed my ability to create integrated solutions that align with business objectives. I plan to bring this skill set to DLMI, ensuring that our strategies are data-driven and effectively address the needs of our consumers and stakeholders.” he stated.

When asked what particular challenges and opportunities digital and media strategies are having this year, he noted that with changing consumer behaviours and economic conditions, there is a challenge in adapting to these changes whilst maintaining cost-effectiveness.

“However, this also presents an opportunity for us to craft more effective and efficient strategies. By leveraging data analytics and AI technologies, we can better understand and engage with our audience, ensuring that our digital and media investments are both smart and impactful,” he explained.

For Khoo, it is also worth noting that two trends will help shape marketing strategies and that is the integration of generative AI tools to improve current marketing strategies, as well as having sustainability initiatives being on the top of mind for brands this year.

“At DLMI, we are committed to staying ahead by incorporating advanced AI technologies into our marketing strategies, allowing us to create more personalised and efficient campaigns. Additionally, we are dedicated to enhancing our sustainability initiatives, ensuring that we continue to prioritise our purpose of ‘Nourishing Our Nation,’ while ensuring that our practices remain socially and environmentally responsible. By focusing on these areas, we aim to lead the industry in both innovation and sustainability,” he concluded