Malaysia – End-to-end creative commerce agency VMLY&R COMMERCE in Malaysia has announced the appointment of two new senior hires to solidify its end-to-end capabilities. The appointees are Voon Tai, the new head of commerce/strategy, effective June 2022, and Victoria Chu, the new head of client engagement, effective July 2022. Both will report directly to Kenni Loh, CEO of VMLY&R COMMERCE Malaysia.

The move will see Tai driving connected commerce, closing the loop of brand experience (BX) and customer experience (CX) to deliver effective growth results, while Chu will be looking at business growth and injecting her experience in media and digital marketing within the connection strategy and applying them to the agency’s proprietary planning tool – the infinity loop.

Tai, who is the former channel strategy and commerce director at VMLY&R COMMERCE Indonesia, will also be leading this region’s shopper and experiential hub. She is a specialist in identifying insights across a wider set of disciplines (retail or trade, channels, shoppers, and B2B), weaving O2O planning and matching with data to elevate the agency’s new offerings.

Meanwhile, former general manager at Invictusblue Group, which was previously known as Zenith Media, Chu will be co-managing, building, strengthening, and growing existing and new businesses. She is also tasked with strengthening end-to-end creative commerce strategy by applying her deep knowledge of the media channel connection strategy. This in turn provides an enriched integrated perspective to the agency’s work.

Commenting on the appointment, Tai said, “The Malaysia office has always done great work for VMLY&R COMMERCE in the region. The people, energy and agency are in a constant state of innovation. I am very much looking forward to working with our clients and our extraordinary team to deliver meaningful experiences to both consumers and brands.”

Chu also commented, “I am excited with this opportunity as it allows me to contribute my knowledge & experience to a dynamic agency such as VMLY&R COMMERCE. Being part of this diverse team of specialists will help me grow my capabilities and together I look forward to enhancing the products and services we can offer to our clients.”

Meanwhile, Loh shared that they are excited to be welcoming the two talents to their ever-growing commerce operation, as Tai’s eager nature to explore marketing innovations and creativity will elevate their unique creative commerce positioning, while Chu is a well-rounded breed with strong capabilities in both media and digital marketing.

“Specifically, we need like-minded talents to constantly push for innovation and technology to level up ideas that drive commercial growth. Everything we do now is to feed, build and strengthen the end-to-end offering of our ‘infinity loop’ of BX and, CX with Commerce in the heart. We are at the stage of not just being able to complete the loop offering but also to provide extra enrichment and value such as Media strategy, BX and CX capabilities elevating from local to regional coverage. Not forgetting our hyper localised intel and data generated from our Intel lab and Muslim intel lab,” said Loh.

These new roles at VMLY&R COMMERCE Malaysia are strategically aligned with the appointment earlier this year of Nick Pan, the new chief commerce and strategy officer at VMLY&R Asia. He now leads VMLY&R Asia’s strategic thrust in combining commerce and strategy, leveraging BX and CX to drive business growth and commercial outcomes for brands, in a customer-centric world that is challenged by fragmented channels and touchpoints.