Malaysia Airlines ramps up programmatic marketing with new hire

Malaysia Airlines (MAB) will appoint Ravindra Kumar (pictured) to manage its programmatic marketing. Prior to his new role, Kumar was the co-founder and digital marketing strategist at Mediawork Digital for over a year, A+M understands.He also worked at Analyticswell Global as a digital marketing strategist for about five years, where he focused on synthesising what consumers and potential consumers are telling companies through their user behaviour. Kumar was also the digital marketing and analytics principal at Mitosis APAC for more than two years. Additionally, he has also helmed the role of digital marketing strategist, Southeast Asia at Lidango Inc and worked on digital marketing insight and analytics at FCB KL.A+M has reached out to MAB for comment.Recently, the company said it will continue focusing on driving passenger yield improvement this year by growing its premium passenger segments such as large and small corporations. The news comes after the company said last week that it will restructure to strengthen operations as part of its five-year Malaysia Airlines Recovery Plan. In addition to reorganising its corporate structure, he said that the airline would also rebrand itself by having a “distinctive” product and service delivery, while retaining existing brands and logos.