Tag: Head of Marketing

Kuala Lumpur, Malaysia – Bastiaan de Clercq has joined Domino’s Pizza Malaysia as its new president and head of marketing. Bastiaan joins the popular pizza chain following 14 years working with FrieslandCampina.

“Passionate about brand building, digital marketing, and business transformation, Bastiaan leverages technology and consumer insights to accelerate growth and innovation,” the company said.

With more than 13 years at FrieslandCampina, Bastiaan has taken on six different roles, spending the majority of his career in Asia. His professional path led him from the Netherlands to Singapore, where he oversaw extensive digital transformation initiatives across multiple markets, including Malaysia, Indonesia, and Hong Kong. 

He later relocated to Malaysia, where he joined Dutch Lady to lead digital & media, drive commercial transformation, and eventually head the marketing team for all infant and children’s products.

Bastiaan’s appointment comes after Domino’s forecasted that sales in Malaysia will be affected by geopolitical issues, and are expected to be negative until the second quarter of FY25.

Earlier this year, Domino’s Malaysia announced that its former CEO Encik Shamsul Amree has signed as the pizza chain’s first franchise partner, with six store locations namely Puchong Utama, Putra Permai, Bandar Puteri Puchong, Damai Utama, OUG Parklane, and Taman Equine.

“This marks a proud moment in our history as we expand into franchising, and we are confident Encik Shamsul Amree’s leadership will continue to inspire product and service excellence,” the company stated back then.

Singapore – After serving as Flash Coffee’s head of marketing in Asia-Pacific for over three years, Deniz Kavak has announced that he will be moving to Propseller, a Singapore-based real estate agency, where he will serve as its head of marketing.

In a recent exclusive interview with MARKETECH APAC, Kavak shared that his leadership will focus on two areas: team leadership and strategic oversight. In it, he will be dedicated to recruiting, managing, and developing a high-achieving marketing team, as well as crafting and executing the overall marketing strategy for Propseller.

“A significant part of my hands-on efforts will be directed towards growth marketing and brand-building initiatives. This means I’ll be closely involved in driving customer acquisition via performance marketing channels, enhancing our brand presence in the market, and establishing Propseller as the leading tech-powered real estate agency in Singapore. I aim to blend innovative marketing tactics with data-driven insights to propel Propseller’s growth and solidify its reputation among property owners and seekers alike,” Kavak told MARKETECH APAC.

Marketing capability focal points

When asked about his key marketing priorities for Propseller, he stated that he will focus on strategic areas essential for the brand’s growth and brand presence, including conversion rate optimisation (CRO) and customer relationship management (CRM).

For Kavak, their CRO efforts will be vital to enhance their lead generation efforts, ensuring that their digital touchpoints effectively convert visitors into leads. Meanwhile, their CRM efforts will aim to improve Propseller’s lead nurturing through personalised communication, making the customer journey as seamless as possible.

“To bolster these efforts, we’re excited to announce that we will soon be hiring for key positions in our CRM team. This is a fantastic opportunity for those looking to contribute to a cutting-edge CRM strategy in the real estate sector,” he shared.

He also explained that they will expand their communications team, and that their focused efforts on CRO, CRM and communications will keep them busy over the coming weeks and months.

“Communications, encompassing social media, content marketing, and public relations, is equally crucial for amplifying our brand awareness. Through these channels, we plan to engage our audience, provide valuable insights, and showcase Propseller’s distinctive offerings,” he added.

Reflecting on previous stint at Flash Coffee

Kavak shared that during his time at Flash Coffee, he discovered the enduring power of branding alongside their highly optimised performance marketing campaigns. He also added that their previous investments in branding significantly contributed to reducing their overall customer acquisition costs in the long term, affirming the essential role of brand strength in growth strategies.

“Our experience with partnerships was equally transformative. Collaborating with prominent brands like Bumble, Oatside, and Barbie, we harnessed their extensive reach to connect with our target audience more effectively. These partnerships not only facilitated new customer acquisition but also supported our partners in achieving their marketing goals, creating a mutually beneficial ecosystem,” he said.

He also shared that during his time at Flash Coffee, they underscored the critical importance of customer obsession in marketing. This means that every strategy, campaign, and initiative must be deeply rooted in understanding and serving the customer’s needs and preferences.

“This customer-centric approach will continue to be a cornerstone of my strategy at Propseller, guiding our efforts to redefine excellence in the real estate industry. As I transition to Propseller, the essence of strategic marketing and commercial partnerships remains important, although the nature of these partnerships will evolve to align with the real estate sector’s unique dynamics,” he shared.

Understanding what’s next for real estate marketing in APAC and Singapore

For Kavak, the evolution of real estate marketing is marked by significant advancements and challenges, as we adapt to meet the expectations of a digitally connected audience. Moreover, he explains that navigating through these developments requires a nuanced approach, focusing on enhancing tech-driven experiences, leveraging the power of video marketing, and honing in on hyper-personalisation and hyper-local strategies.

“In the forefront of tech-driven experiences within the real estate sector, AI chatbots represent a transformative tool for enhancing lead generation and customer acquisition. By providing instant responses to inquiries and detailed information about brand services, these chatbots play a crucial role in engaging potential clients from the first interaction. The challenge here lies in ensuring such innovations remain user-friendly and accessible to all, regardless of their tech-savviness,” he said.

One of those key opportunities for real estate marketing is having video marketing playing a pivotal role in the industry, which can be implemented in strategies such as virtual tours, property showcases, and neighborhood explorations. In fact, the company is exemplifying the use of said technology through its cinematic video tours that vividly showcase properties, challenging us to distinguish our content in a densely populated digital arena.

“Lastly, hyper-personalisation and hyper-local marketing stand as pillars for crafting marketing messages that resonate deeply with target audiences. An example of this is tailoring ads to showcase similar properties sold in a buyer’s neighborhood, making the content highly relevant and engaging. Tailoring communications to match the specific needs and interests of buyers is essential, yet it presents the challenge of gathering and analyzing data accurately while respecting privacy boundaries,” he said.

Meanwhile, his outlook for the Singapore real estate industry is focused on two pivotal trends: the increasing reliance on technology for seamless transactions and the enhanced role of agents in ensuring customer success.

He stated, “Firstly, technology is set to redefine the real estate transaction process, with customers increasingly expecting digital solutions to make their experiences more seamless and convenient. A prime example of this trend is the launch of the Propseller Mobile App, which significantly enhances the property selling and buying experience. It allows owners to track their sale process, monitor listings, and access offers in real-time, while enabling buyers to discover off-market listings and request viewings with just one click.”

“However, the role of technology does not diminish the importance of agents; on the contrary, it elevates the expectations placed on them. Propseller’s approach combines technological ease with the expertise and personal touch of highly skilled agents, supporting customers through every step— from professional photography and video tours to negotiation and paperwork,” Kavak concluded.

Singapore – The LEGO Group has announced new key leadership changes in the Asia-Pacific region, namely Claus Kristensen as the new senior vice president and Uma Ramanan as the new head of marketing. It is also worth noting that these changes also come with Eric Maugein stepping down from his role as regional president for the company in the region.

In his new role, Kristensen will oversee the APAC region and its newly reshuffled business units, aligned to growth priorities and its evolving landscape. His appointment took effect on January 1 this year, and he will report to Colette Burke, chief commercial officer at The LEGO Group and be part of the markets and channels leadership team. 

He joined the company in 2012 as the head of executive strategy and agenda and in 2016, moved to Sydney to become vice president and general manager of the Australia New Zealand Business Unit (BU). Under his leadership, the ANZ BU grew significantly and manifested itself as the biggest BU in APAC. 

In 2021, he stepped into his current role as vice president of APAC marketing and B2B e-commerce. Over the past two years, he has established the regional B2B e-commerce for The LEGO Group.

Speaking on his new role, Kristensen said, “I am honoured to have been appointed to lead the LEGO Group in Asia-Pacific, continuing the legacy of success established by Eric. The LEGO Group is such a storied company and has come a long way over the past 91 years – from a small carpenter’s workshop to a modern, global enterprise that is now one of the world’s largest manufacturers of toys.”

He added, “I am so proud to be part of this company and will be focused on working with the team to deliver a step-up in business performance as we empower more kids and adults around Asia-Pacific to unlock the power of creative play.”

Meanwhile, Ramanan will be responsible for accelerating the LEGO Group’s marketing strategy in the region. With over nine years of experience in the company, Uma brings a perfect blend of strategic vision and boundless imagination to the world of bricks.

She was promoted from her previous role as the APAC brand director in December 2023. Along with her team of brand managers, she led the charge to deliver APAC’s growth targets through integrated marketing and along the way inspiring millions of kids and adults in learning through play with LEGO bricks. 

Uma first began her LEGO journey in the UK/Ireland market as senior brand manager, before working her way up to become brand director and subsequently, global brand director for Asia, based in China.

The new leadership changes also come in line with the company implementing a new organisational structure effective from 1 January 2024 by introducing two new business units – India & Emerging Asia (IEA), and Singapore, Malaysia and Travel Retail (SMTR). 

“This change deepens our commitment to these markets and sets us up to accelerate growth by unlocking new possibilities with dedicated resources, synergies in tackling similar challenges, and continuous innovation to enhance our ongoing relationships with our partners. The change also signifies our continued commitment to drive growth in Asia-Pacific,” Kristensen also added.

These announcements come off the back of the company’s latest expansion in Travel Retail with its two new LEGO Airport Stores (LAS) at Singapore Changi Airport Terminal 3 and Terminal 4. The company also recently invested more than US$1b with the opening of its sixth global factory and its first carbon-neutral facility in Binh Duong Province in Vietnam. 

Singapore – Lesley Renton, most recently the head of marketing and demand generation for Greenpark, has officially moved on from the role and has been named the head of marketing for The Royal Albatross, a luxury tall ship owned and operated by Tall Ship Adventures.

In a LinkedIn post, Renton thanked her colleagues at Greenpark for the time she has served with the digital agency as it continued to scale its operations in Asia-Pacific.

“I am so proud of everything we have achieved together as a team, working with world-class Greenparkers to build Greenpark into one of the fastest growing digital agencies in APAC and globally,” she said.

She added, “I would also like to express my gratitude to all our Greenpark clients who I had the wonderful opportunity to partner & collaborate with, to deliver purposeful projects to meet commercial objectives and their digital vision.”

She had also served as Greenpark’s head of business for Asia-Pacific, where she managed a team within the function to increase the momentum of Greenpark’s business wins and regional client acquisition.

Prior to joining Greenpark, she also held multiple marketing roles in Travelodge Hotels Asia, Pico Art, Freeman, Sampoerna, and British American Tobacco.

The Royal Albatross, which previously operated in the United States, is one of Singapore’s premier hospitality venues which can host private parties and corporate events.

Singapore – Amadea Choo, formerly the head of marketing at SHOPLINE, has been appointed by Flash Coffee as its new head of marketing in Singapore. In her new role, she will be overseeing the development and implementation of Flash Coffee’s marketing strategies and play a key role in directing attention towards their brand.

During her stint at SHOPLINE, Choo led and grew a high-performing team that drove growth and awareness of SHOPLINE. She is also the founder and CEO of business consulting VFPLUSC, and was also the lead for the Singapore Fashion Week at Mercury Marketing & Communications.

She brings into Flash Coffee a proven track record of driving growth and success in various industries, including e-commerce, fashion, retail, and start-ups that come with her remarkable decade of experience in the field.

Speaking on her appointment, she said, “Marketing is more than creative ideas and campaigns but being able to use the different facets of Marketing as levers to solve problems for human beings. Flash Coffee is a lifestyle brand that transforms lives and I am thrilled to be joining the team in this dynamic season of growth to share our mission with more people. It also gives me great pleasure to join hands with a highly competent senior leadership team to scale the business in a tech-driven manner.”

Choo’s appointment follows the recent brand campaign of Flash Coffee alongside plant milk startup OATSIDE, which encourages customers to try out alternative milk options.

Australia – Media agency Initiative has announced the appointment of David Cook to the newly created national role of head of marketing and IQ. As the head of IQ, Initiative’s consulting division, Cook is tasked to deliver high-level strategic media recommendations to C-suite leaders. Within the role, he will also be leading the agency’s marketing program and supporting the agency’s focus on industry thought leadership and progression.

Prior to joining Initiative, Cook has previously held various strategic roles for different media outfits. In the past, he was a communication strategist for ZenithOptimedia and also assumed the strategy director position at Ikon Communications previously. In 2014, he became a strategy consultant for Match Media and was the strategy director of Bohemia Group for 2 years through 2016. 

It was in 2020 when Cook started handling marketing roles. Before officially joining Initiative, he was the head of trade marketing at broadcast media production Nine for 2 years. 

For the new role, Cook will be reporting directly to Initiative’s chief strategy & product officer Chris Colter and the agency’s national managing director, Sam Geer.

Commenting on Cook’s appointment, Colter said that Cook’s industry-wide reputation for sharp thinking and collaborative approach is essential for the growth agenda of the agency’s consulting division.

Colter added, “We are thrilled to have David join our team to expand Initiative’s IQ division which has experienced exponential growth since its launch in 2021.”

Meanwhile, Cook said that he is impressed with Initiative’s consulting proposition and its ambition to produce best-in-class client work. 

“I look forward to using my experience to date, and applying it through a slightly different lens. I can’t wait to get started,” he said.

Indonesia – The airasia Super App in Indonesia has recently elevated Boni Andika, its former head of brand marketing for delivery vertical, to be its new head of marketing. 

As the new head of marketing, Andika will be responsible for managing all the brands under airasia Super App, including airasia travel, travelmall, flights, and hotels, as well as food, and more to come. Through highly engaging marketing strategies and immersive brand experience, Andika and his team will also be connecting consumers to elevate the super app’s value offerings. 

In an interview with MARKETECH APAC, airasia Super App said that Andika has shown outstanding performance in less than six months of the super app’s presence in Indonesia, and therefore, they believe his appointment will bring a greater achievement as they are consolidating everything to strengthen their position in the industry. 

When asked about the area of the platform’s marketing business is he looking to focus on and his goals for the marketing team in Indonesia, Andika said that they want to create creative content and a community that entices the super app’s members and audiences based on various relevant interest groups and channels.

He further shared, “As the trend of marketing technology has risen nowadays, having a robust marketing strategy isn’t enough anymore. Data utilisation holds an important role for marketers to modernise and specify the marketing approach to reaching the right target audience. For example, personalised product recommendations or unique discounts can be shared using unique customer data such as psychographics or real-time engagement with our brand.”

“In airasia Super App, we interact with a single consistent key message ‘It’s Super’ across all business verticals and campaigns, through the most relevant and appropriate channels. We want our customers to see, feel, taste, and experience the SUPER in everything they do with airasia Super App,” Andika noted.

Singapore – Southeast Asia’s superapp, Grab, has announced five industry leaders who will join the team to further its advertising capabilities and strengthen the technology, product, marketing, partnership and operational capabilities of its GrabAds offerings. The executives will play a key role in growing and developing GrabAds, which connects advertisers large and small with millions of consumers across the region.

The appointees include Jennie Johnson as the new head of marketing for GrabAds, Kaia Lai as the new head of product for search and personalisation technology, and Christina Lin as the new product marketing lead for ads and personalisation technology, as well as Kareen Mendoza as the new regional financial services partnership lead at GrabAds, and Yi Ling Wong as the new head of sales operations at GrabAds.

As the new head of marketing for GrabAds, Johnson, who brings 15 years of experience in marketing and communications, will be leading brand building and demand generation to accelerate growth, while Lai, the new head of product for search and personalisation technology of Grab, will be leading company-wide efforts to build a unified search strategy and platform for Grab, deepening the superapp’s personalisation capabilities to delight end users.

Meanwhile, Lin will be responsible for driving the adoption of GrabAds’ full-funnel advertising solutions as product marketing lead for ads and personalisation technology, and will be working closely with product development to build solutions to help businesses of all sizes to harness the Grab ecosystem. 

Mendoza, the new regional financial services partnership lead, will also be driving efforts to support financial services advertisers in harnessing the power of GrabAds to create meaningful engagements with high-value audiences. And lastly, Wong, the new head of sales operations at Grab, will be responsible for driving sales operational efficiencies for the team and advertisers.

In May, Grab has announced its commitment to increasing the percentage of women in leadership roles as part of its annual Environment, Social and Governance (ESG) report. This is to ensure that the company has diverse voices in management positions and considers a variety of views in crafting and implementing policies and decisions.

“We continue to build technology that connects advertisers with the millions of consumers who use Grab to commute, eat and shop every day. I’m thrilled to welcome these leaders, who will be instrumental in furthering the GrabAds mission: helping merchants and advertisers build their brand while driving real-world sales impact using Southeast Asia’s leading superapp,” said Ken Mandel, Grab’s regional managing director and head of GrabAds and Brand Insights.

New Delhi, India – Digital media and digital marketing solutions company Adobe in India has appointed Anindita Das Veluri, former director at Deloitte India, to be its new head of marketing.

In this role, Veluri will be leading Adobe’s marketing strategy across the Indian market, and will be directly reporting to Duncan Egan, Adobe’s vice president of marketing for APAC.

In a career spanning over two decades, Veluri has held various leadership roles across sales and marketing. During her recent stint at Deloitte, she was responsible for building the Adobe alliance and scaling the company’s business in India. Prior to that, as the India business leader for the Adobe practice at IBM, Veluri was instrumental in expanding Adobe’s footprint across client segments. She was also involved in incubating the ‘marketing-as-a-service’ model for IBM Services and setting up the digital marketing services practice for solution selling across industries.

Commenting on her appointment, Veluri said, “In today’s digital economy, businesses understand that building customer experience is mission-critical to their growth, and Adobe is at the forefront of delivering next-generation technology to power them. I am excited to join Adobe’s exceptional team to grow the company’s strong and loyal base of customers as well as partners in India.”

Meanwhile, Egan shared that they are excited to welcome Veluri to drive Adobe’s marketing in India, as her strong track record and unique experience of having worked at the intersection of marketing, technology, business, and creativity make her a great partner for their fast-growing India business.

“Given Adobe’s clear leadership in the exploding Customer Experience Management category, we’ve led the industry by creating best-in-class marketing practices that drive business success. We see Anindita playing a critical role in sharing Adobe’s marketing journey with brands in India, and enabling their digital transformation strategies,” said Egan.

Singapore – Luxury car brand Lamborghini has appointed Tricia Tan as its head of marketing and PR in Asia-Pacific. In her new role, Tan is now responsible for leading the marketing and communications efforts for the brand in the APAC region.

She brings a deep-rooted understanding of communications and customers in the luxury sector. She joins Lamborghini with more than fifteen years of experience in retail and product marketing as well as corporate branding and communications from a diverse background ranging from fashion and fine jewellery to luxury home decor and fragrances where she drove significant growth in brand visibility and presence including sales in the various APAC markets.

Francesco Scardaoni, Region Director of Automobili Lamborghini in Asia-Pacific, commented: “We have achieved significant milestones and record-breaking sales performances across Asia-Pacific region last year thanks to our exciting product portfolio as well as the active brand and product communications to engage with our customers and media.” 

He added, “With the appointment of the new head of marketing and PR for Asia-Pacific, we are confident that Tricia will drive the Lamborghini brand to the next level through impactful marketing and communication initiatives in the region.”