Tag: Leadership

China – Dentsu China has unveiled a series of senior leadership appointments, reinforcing its commitment to providing client-centric, integrated solutions aimed at driving accelerated growth and transformation throughout the entire customer value chain.

Leading the new appointments is Guang Cui, who will take on the role of CEO for Dentsu Creative China while continuing his position as chief business officer for Dentsu China’s Japanese client business.

Cui brings over two decades of expertise in marketing strategy, brand consulting, and integrated marketing across Japan and China. In his new role, he will play a pivotal role in revitalising Dentsu’s Japanese client business in China while unlocking the full potential of the “One Dentsu” vision within Dentsu Creative.

Joining Cui is Cindy Lee, who has been appointed CEO of Dentsu Creative East China. Known for her strong commitment to innovation and client leadership, Lee has been instrumental in shaping Dentsu’s creative services and driving success over the years.

Lee has consistently led her teams in delivering impactful creative experiences for both brands and consumers. Previously, she headed Isobar China, and with her strong track record of driving growth and fostering collaboration, Cindy is set to further enhance Dentsu’s client value across East China.

Dentsu also appointed Tommy Li as CEO of Dentsu Media China. Bringing over 20 years of industry experience, Li is focused on transforming and elevating Dentsu’s media business, including its brands—Carat, iProspect, and Dentsu X—along with enhancing practice capabilities, solutions, ecosystem partnerships, and talent development. 

Under his leadership, Li will drive the media business to further solidify its pivotal role as a key growth engine for Dentsu’s clients.

Additionally, Jeffery Cao, vice president of Amplifi China, has been named leader of trading and investment for Dentsu China, bringing over 20 years of industry expertise. Laurien Lee, CEO of iProspect China, will also expand her leadership role to drive growth across the media business.

Derek Huang, practice president of CXM and CEO of Merkle China, will remain in his role to drive the modernisation of Dentsu’s capabilities in experience, data, AI, and technology. Chris Chen will continue as chief creative officer and practice president of creative, infusing transformational creativity across all client services. Together with Tommy Li, these core practice leaders will enhance and integrate Dentsu’s services to deliver innovative, AI-driven, and values-focused growth for clients.

Dentsu also brought back veteran Richard Frampton as chief strategy officer for Dentsu China. Joining the senior leadership team, Frampton will oversee the vision and strategy for Dentsu China’s client portfolio, developing integrated, end-to-end solutions to drive growth, profitability, and client satisfaction.

With nearly 20 years of experience, Frampton has crafted data-driven, creative strategies for major brands like Coca-Cola, Microsoft, and L’Oréal. He is a known champion of marketing transformation and will leverage his expertise to guide Dentsu’s clients through the evolving marketplace and deliver impactful, tailored solutions for growth.

Meanwhile, Ami Qian will advance brand growth at Dentsu China in her new role as chief transformation and marketing officer. She will drive the transformation of the enterprise, oversee brand marketing, change management, and corporate communications, and strengthen the “One Dentsu” culture through key external partnerships.

Finally, Jianhao Chen, a seasoned expert in software innovation and digital transformation, has been named chief data and solutions officer for Greater North Asia while maintaining his role as chief technology officer at Merkle China.

In this expanded role, Jianhao will lead the solution centre team to collaborate with Dentsu’s practices, leveraging advanced technologies to transform client services through innovative tools and comprehensive data. His expertise will be key in modernising Dentsu’s approach and delivering exceptional value to our clients.

Chun Yin Mak, CEO of dentsu China and practice president of CXM/Merkle APAC, commented, “We are thrilled to announce these exciting new leadership positions, appointments, and promotions that represent a new chapter in dentsu China’s journey towards greater success and innovation. Our leadership team is equipped with the right blend of expertise, passion, and vision to drive meaningful growth for our clients and push the boundaries of what is possible in this most exciting and advanced marketplace.”

Jennifer Tang, CEO of Greater North Asia and Taiwan, added, “This is an important milestone that underscores our commitment to nurturing and attracting top talent, which remains our most valued asset at dentsu. Our local and diverse leaders represent the next generation of dentsu China under Chun’s leadership. Their industry experience, passion, deep expertise, and strategic insight not only position us to deliver innovative, precedent-setting solutions but also give us the confidence to realise our growth ambitions in China as a core part of our Greater North Asia and Asia Pacific business.” 

Singapore – Strategic marketing and brand consultancy Flying Fish Lab has announced new appointments namely Alim and Wenjie Cai as senior catalysts, as well as making significant strides in its global expansion. 

Alim brings an extensive background that started in Research Agencies, before transitioning to the client side in Consumer Research and later in Brand Management. Wenjie has a solid FMCG Marketing background, to which he then added a robust number of years working in Marketing capability, in the consulting industry. 

These new senior talents will play a key role in enhancing Flying Fish Lab’s capabilities and boosting its ability to further speed up growth. 

In addition to bolstering its leadership team and client roster, Flying Fish Lab is making significant strides in its global expansion. The company has recently entered the European market, with offices in Lisbon, Paris and Milan, and is planning to expand into the Gulf countries next, reflecting its intention to better support the needs of its growing and geographically dispersed client base. 

Mário Braz de Matos, co-founder and CEO of Flying Fish Lab, said, “Alim and Wenjie are the sort of talent that strengthen our team’s ability to deliver Controlled Disruption to clients. Their significant experience complements the current leadership team, and their values align with our mission to help companies grow using ‘Controlled Disruption’.”

He added, “These exciting changes reflect our ongoing commitment scale in a way that stays true to our values, delivering to our clients without compromising on quality standards. Our new leadership team, strategic client acquisitions, and global expansion are all part of our broader vision to drive ‘Controlled Disruption’ and help deliver transformative results for clients. We are poised for an exciting future and look forward to the continued success of our clients and team.” 

Philippines – Angkas, the Philippines-based motorcycle ride-hailing platform, has appointed Danielle (Dani) Eleazar as its new head of consumer and brand development, signalling a fresh direction for the company’s marketing and consumer engagement strategies.

In an exclusive interview with MARKETECH APAC, Dani Eleazar shares insights on her transition from foodpanda to Angkas, how she’s adapting to her new role, and her forward-looking vision for the iconic Filipino ride-hailing brand.

Embracing the move to a new role

Before joining Angkas, Dani served as the head of marketing at foodpanda Philippines, where she oversaw the brand’s complete marketing efforts—from developing consumer strategies to executing campaigns and analysing performance for the Philippine market.

When asked about the challenges she anticipates in her transition, Dani acknowledged that moving from foodpanda to Angkas represents a significant shift, especially due to the change in industry. However, she emphasised that she doesn’t see this shift as a challenge but rather as an exciting learning opportunity.

“I see ‘challenges’ to any new endeavours as natural learning curves, and I’m genuinely excited about this opportunity to work for such an iconic brand,” she explained. “One of the only ‘challenges’ I foresee is living up to the high standards set by Angkas. As I believe that I am naturally adaptable, quick to learn, and curious, I honestly am very excited to contribute effectively to Angkas’ ongoing success.”

According to Dani, despite her years of experience, her natural curiosity and adaptability allow her to absorb new experiences like a ‘sponge.’ Combined with her extensive experience at foodpanda, she is confident that these qualities will greatly benefit her in her new role at Angkas. 

“I think my previous experience with foodpanda has provided me with a strong foundation in both the strategic and operational aspects of tech-driven consumer services,” Dani shared. 

She added, “At Angkas, I’m excited to leverage my expertise in structuring effective strategies and my continuous curiosity to enhance our consumer outreach and engagement, ensuring we not only meet but exceed our users’ expectations.”

Riding the legacy of safety and reliability 

Angkas has been instrumental in offering safe and affordable transportation in the Philippines, and Dani is eager to build on this legacy in her new role. For her, the goal is to  ensure that the brand continues to be a dependable choice, steadfast in its mission to provide reliable transportation for everyone.

“Angkas has made a real difference by easing traffic woes and improving the lives of our bikers. I’m excited to help more people see the positive impact we have, making sure Angkas is their go-to choice for safe and reliable transportation,” she expressed. “My goal is to strengthen our connection with both passengers and bikers, ensuring we continue to be a trusted and essential part of their daily lives.”

Looking ahead, Dani is also optimistic about the future of the mobility and ride-hailing industry in the Philippines.

“Mobility and ride hailing will continue to be relevant as cities get more crowded and consumers need quicker and more efficient ways to get around. Angkas aims to stay the top choice for safe and reliable rides,” she said. 

Speaking on current trends in consumer and branding, Dani revealed that she is excited about the potential of hyper-localised branding in the Philippines, a country with more than 7,000 islands and diverse languages.

“While Angkas has always been top-notch in being relatable, I’m excited to bring us closer to the consumers, connecting deeply with local communities. All for the livelihood of our bikers as well as an integral part of consumers’ daily lives,” she concluded. 

Singapore – TBWA\Singapore, today announces several key promotions within its leadership team, reflecting the agency’s impressive growth and success. They include Chew Fung Wee to general manager, Loo Yong Ping as executive creative director, and Eleni Sardi as head of brand management.

Working closely with the agency leadership team led by Mandy Wong, president of TBWA\Singapore, Fung has played a pivotal role in the agency’s recent achievements. In her new role, Fung will oversee the onboarding of major new business wins and build new business streams to accelerate growth for the agency alongside Mandy Wong. In addition, Fung will oversee the BBDO operations in Singapore, which is part of the TBWA\Group in Singapore.

Meanwhile, Yong has been instrumental in defining what great work looks like across all his clients, and he continues to be the creative lead on the Singapore Airlines account, delivering great creativity across all touchpoints.

Lastly, with a proven track record in managing high-profile accounts such as Singapore Airlines and National Museum of Singapore, Eleni is responsible for further elevating client management and business growth for our clients.

These strategic promotions underscore the agency’s commitment to investing in its talent and strengthening its leadership team to drive further new business growth and innovation.

Mandy Wong, president of TBWA\Group Singapore comments, “We have come a long way in the last two years, and to get to where we are today takes resilience, commitment, talent and passion. And the promotions of Fung, Ping and Eleni are evidence that they each possess these qualities, and more.”

She added, “I’m proud of how each of them has excelled in their respective roles and are so very deserving of these new positions. Along with the wider leadership team, I am proud of what we have achieved together but above all I’m proud of the impact they’ve had on the culture of our agency.”

This announcement comes off the back of recent promotions of Abhinit Agarwal to executive strategy director, and Germaine Chen and Lauren Lim to creative directors. All three have proven themselves as strategic and creative leaders respectively, and their promotions reflect TBWA’s commitment to developing and rewarding great talent. 

Singapore – Regional adtech platform Tyroo has announced the appointment of Sumit Kumar, who has joined the Tyroo|CJ partnership as director of global growth programs. His appointment marks a strategic move to bolster the partnership’s global growth initiatives by leveraging his expertise in cross-border mobile and desktop demand and supply.

He brings a wealth of experience driving rapid growth and revenue within the adtech industry, particularly in startup environments. With a distinguished career that includes leadership roles at InMobi, Mobext, Oxigen wallet and an earlier stint at Tyroo, Sumit has consistently demonstrated a strong track record in sales, business strategy, and team leadership.

Kumar will be based in Bangalore and focus on driving Tyroo|CJ growth across key global markets.

Soeaking on his appointment, he said, “Joining Tyroo|CJ is a thrilling opportunity to contribute to a company and a partnership that is spearheading the performance and affiliate marketing in APAC,” said Sumit Kumar. “I am eager to drive the success of the Tyroo|CJ partnership by focusing on expanding our market presence, optimizing our product offerings, and delivering exceptional client experiences on a global scale.”

He continued, “Our mission is to generate substantial revenue growth by penetrating new markets, strengthening our collaboration with CJ, and ensuring that our clients in the US, UK, and EU fully benefit from our APAC capabilities. I look forward to leading these efforts and contributing to Tyroo|CJ continued success.”

Meanwhile, Siddharth Puri, CEO of Tyroo, commented, “We are thrilled to welcome Sumit to Tyroo|CJ as our director of global Growth Programs. As more global brands look to expand their presence in the APAC region, they often face the challenge of needing local expertise and support to truly succeed.” 

He added, “Our partnership with CJ is designed to bridge that gap, offering brands the regional insights they need. With Sumit on board, we’re further strengthening this commitment. His leadership and experience will be invaluable as we help these brands navigate and thrive in APAC, while also expanding our own global footprint.”

Singapore – Global communications firm Edelman has announced that Yuliani Setiadi, most recently the head of digital for Hong Kong and Taiwan, will be relocating to Singapore as she takes on the new role of head of digital for Southeast Asia. 

In an exclusive interview with MARKETECH APAC, Setiadi details how her primary responsibility will be to lead Edelman’s digital strategy for client solutions across Southeast Asia, ensuring that their approach not only aligns with the fast-paced evolution of the market but also places trust at the core of everything the organisation does.

“I will be focusing on integrating digital innovation with Edelman’s deep commitment to building trust between brands and their audiences. This means driving data-driven strategies that respect privacy, creating Active Social content that resonates authentically, and fostering transparent communication that builds long-term relationships. By anchoring our work in trust, we can drive not just engagement but meaningful action and sustained growth for our clients,” she said.

Setiadi continues to report to Jamshed Wadia, vice chair of digital for Edelman Asia Pacific.

“Yuliani’s ability to integrate trust into every aspect of her work is what sets her apart,” comments Wadia. “She brings a well-rounded perspective, with deep experience not only in digital but also in integrated marketing across a wide range of industries—from CPG, retail, and automotive to B2B and healthcare. Her creative and human-centric approach, combined with her extensive regional expertise, will be crucial as we continue to scale our digital capabilities in Southeast Asia.”

What is up for priority at new Edelman role

For Setiadi, her new role priority is strategies that combine creativity with trust-building, adding that in the digital space, it’s not just about reaching audiences but about connecting with them in genuine and impactful ways.

“I plan to focus on developing digital strategies that are transparent, data-driven, and rooted in a deep understanding of human behaviour. By prioritising trust, we can create digital experiences that not only capture attention but also inspire loyalty and advocacy,” she said.

She also added that she want to explore how the industry can use emerging technologies, like AI and immersive experiences, in ways that enhance trust by providing value and transparency to consumers.

Over the course of an extensive 18-year career in brand planning, digital and integrated marketing, Setiadi has worked in both Asia and the Netherlands. Prior to joining Edelman in 2022, she held various leadership roles at Ogilvy that saw her lead significant client relationships and expand the agency’s digital offerings in both Indonesia and Hong Kong.

In her previous role as head of digital for Edelman in Hong Kong and Taiwan, Setiadi demonstrated a strong commitment to merging creativity with data-driven insights, while building impactful relationships between brands and their audiences. In SEA, she plans to prioritise a holistic approach to digital transformation, ensuring that digital strategies continue to elevate the level of trust an organisation holds amongst its consumers.

“My time at Ogilvy taught me the importance of adaptability and innovation. In today’s digital landscape, standing still is not an option. I learned that the best strategies are those that are flexible and can pivot quickly in response to new trends or unexpected challenges,” she said.

Setiadi added, “Additionally, I’ve seen firsthand the power of integrated thinking—where digital isn’t just a channel but a core component of an overall strategy that includes PR, branding, and customer experience. I’m bringing with me a deep appreciation for collaboration across disciplines and a strong belief in the power of creativity to solve even the most complex business challenges.”

How Edelman will ride the future of digital experiences 

One of the challenges that Setiadi notes on the status quo of digital experiences in Southeast Asia is how there are varying levels of digital maturity across markets, meaning strategies must be tailored rather than one-size-fits-all. This is despite Southeast Asia being a region of incredible diversity which poses a great opportunity for growth of digital experiences.

“However, this diversity also offers a unique opportunity to experiment and innovate, as consumer behaviours and digital adoption rates differ widely. The rapid growth of e-commerce and mobile-first behaviours is another key area where brands can create more personalised and impactful digital experiences. Additionally, as data privacy becomes a growing concern globally, there’s an opportunity for brands in Southeast Asia to lead by building trust through transparent and ethical data practices,” she said.

Speaking of trends this year, she says that there will be a stronger focus on hyper-personalisation, where brands use data to create tailored experiences that resonate on an individual level. Moreover, there will also be continued growth in adopting AI and machine learning, particularly in automating and optimising digital campaigns. Lastly, there will also be a rise of immersive technologies, such as AR and VR, which will transform how brands engage with consumers.

“Edelman will expand and improve by investing in these areas, ensuring that our teams are proficient in the latest technologies and understand how to apply them creatively. We’ll also continue to emphasise the importance of trust in the digital space, helping our clients navigate challenges like data privacy and misinformation. By staying ahead of these trends and focusing on delivering impactful, trustworthy digital experiences, we’ll ensure that Edelman remains a leader in the industry,” she concluded.

Manila, Philippines – Eunice Lodripas, most recently the director of communications at The Ascott in the Philippines has returned to AHG Hotels and Resorts as its director of corporate communications and marketing. Eunice was previously with AHG as its marketing and communications manager in 2018.

“My role is to be the master storyteller of AHG Hotels and Resorts–overseeing the strategic planning, brand management, and public relations to ensure that all our efforts align with the company’s objectives and resonate with the different stakeholders,” Eunice said in an exclusive conversation with MARKETECH APAC.

She has also expressed interest in enhancing AHG’s image as a hospitality brand and improving its engagement with its customers through various content and campaigns.

“I’m thrilled to collaborate with my team to develop dynamic content and campaigns that will elevate AHG’s brand image and strengthen our connection with customers. I’m also eager to spotlight our brands, showcasing how they blend renowned Filipino hospitality with world-class amenities, and to highlight the investment opportunities available as we look to expand into new markets, both locally and internationally,” she said.

Eunice had spent four years with The Ascott in the Philippines where she started off as a cluster marketing communication manager in 2019 before being promoted to cluster associate director of marketing in 2021 then to her director of communications role in 2023. Prior to Ascott, she was a marketing and communication manager for JEN, a design and lifestyle-centric hotel brand by Shangri-La.

“Being able to pivot fast in the needs of the market, in accordance with the brands I handle is one of the key learnings I will take away with me,” she said when asked to reflect on her previous hospitality industry experience.

When reflecting on the status of the hospitality industry in the Philippines, Eunice acknowledges the continued competition of local and international hospitality brands in the country, and that brands should “do more” to stand out to guests.

“We have a highly competitive market in the Philippines and so it presents both a challenge and opportunity to all the industry players. In this particular instance, providing right kind of information/service/product they need is key to being successful. As one of the constant reminders of one of my mentors before, we need to cut through the noise. We need to do it consistently well,” she said.

When asked what AHG intends to do to stand out in the local hospitality industry, Eunice said, “We’ll see the usage of different media channels, particularly social media. What content we put out, and how responsibly we create this content will all make a difference. We need to put value in anything we share, not just for the sake of selling rooms and being visible.”

Kuala Lumpur, Malaysia – Andrea Chuang has recently moved from Carro to AirAsia MOVE as its campaign marketing head. In an exclusive conversation with MARKETECH APAC, Andrea notes that in her new role, she will cover the main markets in Malaysia, Thailand, Indonesia, the Philippines and Singapore for all the AirAsia MOVE platform campaigns.

“This range from branding campaigns, tactical across integrated channels – driving more brand awareness post-rebranding from AirAsia Superapp to AirAsia MOVE, driving conversions across multiple line of businesses – Flights, Hotels, Hotel+Flights (H&F) bundles, Rides, Asean Explorer Pass, and many more, by leveraging on the app functions like Loyalty (Rewards), Payment (BigPay) as well as Chat (in-app messaging feature),” she explained.

When asked about her particular focus in leadership for AirAsia MOVE, she noted that she will be focusing on hotels and their hotel and flight (H+F) bundle offerings.

“The business is prioritising Hotels & H+F bundles to further drive home the idea of the app being the Asean’s favourite travel app that goes all the way with our consumers. With this, we will be pushing more attractive value-added services & offerings across our services in the app,” she said.

Andrea was most recently the head of marketing for MyTukar Malaysia before it recently rebranded to Carro. This was also not her first time with AirAsia as she was the company’s head of marketing and growth for in-flight and features for two years.

Speaking on her most recent leadership at MyTukar, she said, “During my tenure with myTukar, I learnt that rebranding is a long game – we used 2 years to successfully rebrand to Carro. This is a strategic move to improve its original brand perceptions and credibility by improving internal processes and communicate about its business progress & successes while changing the color from turquoise to orange.”

She added, “Meanwhile covering the consumer segments with campaigns that resonated with the locals like Raya, Merdeka, and many more. These were the building blocks that assisted with the rebranding transition, and set the foundation for the change.”

Andrea also notes that the travel industry has seen a surge post-COVID, and the revenge spending has slightly tapered down. Moreover, consumers are looking for unique experiences and more personalised plans during their travel.

“With this, we’re in a space where it’s opportune for us to address this challenge, so keep your eyes peeled for interesting collaborations and launches to come on AirAsia MOVE,” she added.

She also added, “Our tech & data team is working on better studying this behaviour in preparation to build and launch app features that’ll address these personalised experience with the help of AI.”

Andrea’s move into AirAsia MOVE follows the recent appointment of Ravi Shankar Mallavarapu as its chief marketing officer.

Singapore – Golin, a global public relations agency under the Interpublic Group, has announced the promotion of Shouvik Prasanna Mukherjee to executive vice president for global creative innovation, effective immediately. 

In his new role, Mukherjee will spearhead the development of innovative products and proprietary solutions designed to drive growth for clients, the agency, and the broader industry. He will focus on enhancing the agency’s offerings by advancing cutting-edge solutions, products, and services tailored to the needs of its client portfolio.

Since joining Golin in 2011, Mukherjee has held various creative leadership roles, most recently overseeing APAC-wide creative efforts for major clients like Allianz, Disney+, Harley-Davidson, Hyatt, McDonald’s, and Uber. He is also known for driving successful innovations within the agency’s global network, including the ‘Executive Impact Matrix’ and AI Incubator ‘SPARK’.

Mukherjee’s appointment coincides with his ongoing role as Golin APAC’s chief creative officer. He will also continue to lead the agency’s Creative Intelligence Unit, a division of data analytics pioneers and creative visionaries who blend analytics and measurement expertise with cutting-edge creative and content strategies.

Speaking on his appointment, Mukherjee said, “I’m excited to bring the Asian perspective to Golin’s global portfolio and influence clients at scale. Creating change that matters stems from being at the forefront of culture and creative disruption. In collaboration with my partners on Golin’s innovation council, we are committed to delivering solutions that will shape the future of our client business.” 

Mukherjee will report to Darren Burns, president of APAC, and will also collaborate with Ginger Porter, global chief client officer and chair of the Innovation Council.

Burns shared, “Expanding Shouvik’s contribution to Golin globally comes so naturally, building off the consecutive  successes he has spearheaded. Shouvik’s appointment in this role, based out of Asia, underlines Golin’s commitment to being a truly global agency, and I am confident that the advancements he will make on the global stage will be electrifying.” 

Porter added, “I’m beyond excited to work closely with Shouvik in his new position as we inspire, design, and lead efforts to help our clients solve challenges and seize opportunities in the vanguard of their market. We need to stay ahead of culture,, technology and trends in order to do the best work of our lives, and Shouvik has a proven track record of keeping us and our clients frontfooted on that journey.” 

Kuala Lumpur, Malaysia – DPE Global Services Centre in Malaysia–Domino’s administrative and support services arm–has tapped Salihah Noh to the role of digital & marketing tower lead. It is worth noting that while the company is based in Malaysia, it also supports Domino’s operations across Asia-Pacific and Europe across 12 markets. 

In an exclusive interview with MARKETECH APAC, Salihah stated that her role entails working with the local markets to increase brand awareness, engage customers, and drive sales through digital channels together with the markets.

“Our mission is to create a world-class marketing function that drives growth and enhances the Domino’s brand. We focus on streamlining marketing processes, sharing best practices across markets, and building a world-class global services centre. By leveraging data insights and digital channels, we aim to deliver exceptional marketing services that support Domino’s overall business objectives,” she said.

Salihah added, “My team is responsible for a wide range of marketing activities, including developing digital products, managing customer relationships, enhancing customer experiences, and leveraging data insights to make informed decisions.”

What to prioritise on new role

When asked about what she aims to achieve in her digital and marketing services leadership role, Salihah stated that she will spearhead the development and execution of a world-class marketing function within Domino’s Pizza Enterprise Global Services Center.

“We’re committed to driving growth and enhancing brand value across our Asia Pacific and European markets. To achieve this, we’re building a centralised team of digital marketing experts who can share best practices and collaborate seamlessly,” she said.

She also highlighted five key attributes that she aims to prioritise: building a centre of excellence, standardisation and optimisation, talent development, data-driven decision-making, and global collaboration.

For her, improvement of the company’s tools and processes relies on establishing a shared service centre that becomes a hub for digital and marketing expertise, identifying and nurturing top talent across the organisation. Moreover, there should be also implementation of standardised processes, tools, and metrics to enhance efficiency and effectiveness. 

“By benchmarking against industry best practices, we can optimise our operations and deliver superior results,” she noted.

Salihah also remarked on how the company will continue leveraging data analytics to identify trends, measure performance, and optimise marketing campaigns, and that by harnessing the power of data, they can make informed decisions and deliver greater ROI.

People-wise, she stated that investing in their team’s growth through providing opportunities for skill development, training, and exposure to emerging technologies, will foster a culture of innovation and enable us to stay ahead of industry trends. Lastly, by fostering collaboration among different markets to share knowledge, best practices, and insights–said cross-functional approach will drive innovation and accelerate their time-to-market.

“A core focus is establishing a robust shared service centre that provides efficient and scalable marketing & digital solutions. By standardising processes, leveraging data analytics, and investing in our team’s development, we aim to optimise performance and deliver exceptional results. We’re also dedicated to fostering a culture of innovation and collaboration, enabling us to stay ahead of industry trends and meet the evolving needs of our customers,” she explained.

Bringing recent leadership learnings to new role

Prior to joining DPE Global Services Centre Malaysia, Salihah was most recently the group head of marketing for digital, performance and CRM at Boost where she oversaw the overall drive of the company’s E2E strategy, planning and growth of the marketing activity across the digital marketing team, performance campaign management, CRM team as well as financial services vertical. Prior to Boost, she was Astro’s senior assistant vice president of digital innovations and customer experience.

Looking back, Salihah said that her previous roles at Astro and Boost have provided her with a strong foundation for the new leadership role at Domino’s Global Shared Service Center.

“At Astro, I honed my ability to innovate and deliver exceptional customer experiences. This deep understanding of customer needs and behaviours is invaluable in developing effective marketing strategies and digital touchpoints for Domino’s,” she said.

Salihah added, “My tenure at Boost equipped me with a robust skill set in digital marketing and performance optimisation. I successfully drove digital growth and achieved measurable results through data-driven campaigns. These experiences are directly transferable to Domino’s, where I can leverage digital channels to increase brand awareness, drive sales, and enhance customer engagement.”

She further explained that while she hasn’t held a traditional shared services role, her experience in managing cross-functional teams and optimising processes at both Astro and Boost has prepared her to build and lead a high-performing shared service centre for Domino’s.

“While the food industry presents unique challenges, I believe my ability to understand customer behaviour, leverage digital platforms, and drive operational excellence will be instrumental in achieving Domino’s business objectives,” she said.

Tackling F&B’s complex challenges in new role

When asked about the marketing challenges in the F&B industry, she notes that said industry is currently facing a complex set of challenges, including economic uncertainty, characterised by rising inflation and economic downturns, and has significantly impacted consumer spending habits. 

“Simultaneously, maintaining affordability without compromising product quality is a delicate balancing act as costs continue to rise. The industry must also adapt to evolving consumer preferences, which lean towards healthier, sustainable, and personalised food options,” she stated.

On another note, Salihah said that the rapid pace of technological advancement necessitates substantial investments in digital platforms, data analytics, and delivery infrastructure to stay competitive. Moreover, the intense competition within the F&B market requires strong brand differentiation, exceptional customer experiences, and effective loyalty programs to thrive.

For the people’s side, she stated that the ongoing talent shortage across various roles presents significant hurdles in acquiring and retaining skilled employees, demanding innovative recruitment and retention strategies. For her, these challenges collectively impact the industry’s profitability and growth, necessitating strategic and adaptive responses.

To overcome these challenges, Salihah believes that the future of F&B lies in creating deeply connected relationships with customers and that authenticity is key. 

“People crave real connections. We’ll focus on creating content that is genuine, relatable, and inspiring. By sharing our story and the stories of our customers, we can build a loyal and passionate community,” she said.

She added, “We believe in a world where every interaction with Domino’s feels personal and meaningful. By harnessing the power of data, we can tailor experiences to individual preferences, from the moment a customer visits our website to the moment they enjoy their pizza.”

Salihah also stresses the importance of innovation in the F&B space, a key objective for DPE Global Services Centre Malaysia to improve Domino’s operations in APAC and Europe.

“Innovation is at the heart of what we do. We’re constantly exploring new ways to delight our customers, whether it’s through cutting-edge technology, unique product offerings, or unforgettable in-store experiences. We’re committed to creating moments that go beyond just delivering a pizza; we want to create memories,” she concluded.