The marketing landscape in 2024 has been marked by notable shifts and innovations, particularly with the increasing integration of artificial intelligence and machine learning into business strategies. As the year approaches its end, MARKETING-INTERACTIVE reflects on significant executive appointments and departures within the marketing sector that have attracted considerable attention amid these developments.
One of the prominent changes includes Ng Yau Chuan being appointed as the chief executive officer (CEO) of Baskin Robbins Malaysia and Singapore. In a conversation with MARKETING-INTERACTIVE, Ng, who previously held the role of chief marketing and digital officer at Loob Holding, expressed his ambition to elevate the brand further. He succeeds Charmaine Cheah and Cheah Jia Ming, the children of franchise founder See Yeong Cheah, who first introduced Baskin Robbins to Malaysia in 1988. Ng stated that during his tenure at Loob Holding, he was proud to have "built an A class, agile team that successfully led a rebranding launch for both Tealive and Bask Bear".
In May 2024, AirAsia MOVE, the reinvented version of the AirAsia superapp, welcomed Ravi Shankar as its new chief marketing officer. Shankar, a seasoned marketing professional, is tasked with managing the branding, marketing, data, and growth teams within the company. This marks Shankar's return to AirAsia, where he has had a multifaceted career, including a role as chief growth officer.
UEM Sunrise also announced a pivotal change in leadership, appointing Emily Teh as its chief marketing officer in July. Teh, who previously served as the director of property and project investments at Eastern & Oriental, brings extensive experience to her new role. Her appointment follows the departure of Kenny Wong, who had been instrumental in transitioning the marketing practices of UEM Sunrise to a digitally driven approach over his six-year tenure.
On the digital marketing front, Abbott appointed Premnath Unnikrishnan as its head of digital marketing and consumer connections for Malaysia earlier in May. With over 14 years in the industry, Unnikrishnan previously held the position of chief marketing officer for KFC Malaysia, where he gained extensive knowledge in digital marketing and eCommerce.
In another significant move, McDonald's announced the hiring of Angelina Villanueva as regional chief marketing officer for its Asia business unit in August. With two decades of experience in marketing across various sectors, Villanueva's new role encompasses overseeing marketing for 12 countries across Asia, reporting to McDonald’s regional and international leadership teams.
September saw Jollibee Foods Corporation appoint Kate Yu as chief marketing officer. Yu's background includes a previous role at Yum! Brands, where she was responsible for creating customer experiences across ten countries. Her tenure at Accenture focused on driving digital transformation for multinational corporations, highlighting a continuous trend towards digital integration in marketing practices.
As businesses increasingly look towards AI automation and emerging technologies, the marketing sector is poised for transformative changes. These executive appointments signal not only shifts within individual companies but also reflect broader industry trends shaping the future of marketing strategies across the region.
Source: Noah Wire Services