Marketing Featured Southeast Asia

ADA ropes in Lazada MY’s Sherry Tan to become its regional head of e-commerce

Malaysia – ADA, the data- and AI-driven company in Asia that delivers integrated digital, analytics, and marketing solutions, has announced the executive to assume its leadership for regional head for e-commerceSherry Tan – former chief business officer at Lazada Malaysia. 

Due to the surge in the demand for brands to shift to e-commerce, ADA had only recently launched its new service for clients – an end-to-end e-commerce solution in APAC. The service is aimed at clients seeking comprehensive solutions to drive traffic, manage customer experience, optimize conversions throughout the funnel, and create engaging content on digital marketplaces as well as owned e-commerce sites.

For her responsibilities, Tan will be leading a team of leaders who will support the growing demand of e-commerce in APAC. She reports to Anurag Gupta, the chief operating officer of ADA.

ADA said that Tan’s appointment is set to strengthen its senior leadership bench and completes ADA’s strategy of unleashing end-to-end e-commerce in the region. In addition to the launch of the new e-commerce solution, ADA has also announced in June this year its merger with regional e-commerce enabler Awake Asia.

Tan brings with her deep strategic expertise and operational capabilities across the entire e-commerce value chain and for the new role, she will be working closely with the current e-commerce enablement team that comprises over 150 members, to synergize with ADA’s data, MarTech, performance marketing, and creative teams.

ADA also shared that Tan and her team will be leading the company’s strategy, growth, and client management, and will be responsible for delivering integrated commerce services to ADA’s current and potential clients.

Gupta commented, “ADA is here to help simplify the e-commerce journey and drive business outcomes. I am proud to have Sherry join the ADA All Blues and lead the effort in making ADA the most sought-after e-commerce strategy company with her vast experience from Lazada and Tesco. Her team will set the course for all e-commerce strategies and will be supported by our 150 people strong e-commerce enablement team.”

As the previous chief business officer at Lazada Malaysia, Tan was responsible for the growth of LazMall as well as managing multiple categories, namely FMCG and Mobile. She was also the head of Tesco Malaysia private labels and was the pioneer in launching Tesco Groceries, which adds to her extensive experience in online and offline retail. 

Tan herself commented that at this period, one cannot deny that the digital space is growing exponentially and that e-commerce retailing is here to stay. 

“I am thrilled to join ADA and I hope that my experience will support our clients in building successful eCommerce outcomes by leveraging our deep data-driven tools and solutions for growth. My vision is to develop our team to become market leaders in eCommerce and to be known as the go-to experts in the digital space across the region,” said Tan.

Last April, ADA entered MARKETECH APAC’s Top 5 Stories. In an exclusive conversation with Gupta, he shared how ADA ultimately landed on the strategic move of launching an end-to-end e-commerce solution in Asia. 

“There are companies who are driving traffic to the e-commerce platforms or marketplace, then there are companies helping brands optimize the customer journey, then there are companies helping them do fulfillment, but nobody’s linking everything together,” Gupta previously said in the MARKETECH APAC Reports interview.