Singapore – After serving as the chief marketing officer of HSBC’s PayMe for three years, Jaslin Goh announced her transition into a new industry as she was appointed as the new vice president of marketing at foodpanda. The move, which officially took effect in March this year, saw her heading the regional marketing function for foodpanda and will be working closely with local marketing directors to drive growth and brand love across Asia.
For our next Top Story of the year, we spoke with Goh a month into her new role to learn more about her marketing goals with foodpanda, how she managed to shift to a new industry, and what q-commerce marketing capabilities the industry can expect more from one of the region’s largest food delivery companies.
Putting an emphasis on marketing growth
One of the key points Goh noted was that her varied marketing background across multiple marketing specialisations had enabled her a big-picture approach in marketing and that her detailed knowledge into the various disciplines helped to drive topline growth and bottom-line success.
She also highlighted that marketing for her requires right brain and left brain thinking, noting that in foodpanda, marketing is a science.
“We put a lot of emphasis on driving growth through moving levers around multiple variables to enable us to gain market share. Left-brain attributes like having quantitative and strong analytical skills is an important skill set in any tech role. Complementing this with right-brain specialisation in creative thinking would enable a marketing individual to thrive,” she explained.
Goh added, “By combining the two, we can drive stronger emotional bonding with our various marketing and campaign initiatives while achieving our growth targets, as we work to bring the foodpanda Asia brand to the next level.”
She also notes that while her previous role was in fintech and foodpanda is in the space of food delivery and quick commerce (q-commerce), she sees both having similarities in terms of being the conduit between demand and supply in the market. Goh also added that what makes foodpanda unique is the added element of more players in the ecosystem: customers, riders, and merchant partners.
“Customer and merchant partner acquisitions, and moving them through the lifecycle is evidently important to growing the business. In foodpanda, my scope covers performance marketing, growth marketing, brand marketing, media, research CRM, pricing and incentives with a strong regional and local marketing team. I work closely with the team to continually find efficient methods to acquire new customers and move them through the lifecycle. This includes activating, retaining, and reactivating customers through in-app, CRM, EDM and other owned channels. My varied marketing background across multiple marketing specialisations enables a big-picture approach and my detailed knowledge into the various disciplines helps to drive topline growth and bottomline success.”
Pushing forward amidst q-commerce competition, drastic consumer behaviour changes
Goh understands that q-commerce continues to grow post-Covid, as consumers have gotten used to the convenience and access to quality and value items from the comfort of their couch. With this, more players will emerge and there will naturally be increasing competition for better products and ordering experience.
“Consumers have also become more savvy and price conscious. With inflationary rises, they are willing to put in extra effort to get products at cheaper prices, such as Hong Kong consumers going into mainland China for grocery purchases. We can observe a similar phenomenon in Singapore where consumers head into Johor Bahru to buy household items,” she explained.
With these drastic changes, she advises retailers to take into consideration external factors such as price differential, the overall retail experience and preferred social activities in their marketing plans.
“There will also be an added focus on reliability, speed, and customer service – as well as ensuring a wide range of variety for customers. E-commerce and q-commerce will need to continue optimising their business through big data user analysis, psychological pricing, product assortment to ensure the best mix that helps achieve the business KPIs,” she added.
In terms of what foodpanda is targeting next year, Goh hints of more strategic partnerships this year, where its collaborations with big grocery chains and mass brands were launched with great success. She also added that in lieu of riding on consumers’ habits of going to their preferred grocery and personal care brands, they have made it even more convenient for consumers to do such thing by providing quick delivery services.
“This creates a win-win situation where grocery and personal care partners can rely on a stable fleet of delivery partners whilst focusing on what they do best, while boosting the variety of retailers that consumers can shop from on the foodpanda platform. We have also seen a strong demand for fresh produce in some of our markets – with many appreciating the service that pandamart offers: hyperfast, hyperfresh produce delivered conveniently at any time of the day. We will continue to optimise our business strategies to keep abreast of market needs as they evolve,” she concluded.