adidas Malaysia sprints off with Diana Wong as marketing head

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Adidas Malaysia has brought on board Diana Wong as head of marketing and senior manager, brand activation, leading up omnichannel, brand communications and visual merchandising. Wong (pictured) will oversee a team of 12 and actively support the brand to become the leading sports brand in Malaysia. She also has a shared responsibility for the local brand's P&L, the development of the brand in terms of net promoter scores and net sales, as well as create a function that thinks end-to-end and is the lead link between adidas and consumers. Wong reports to Philip Ho, Malaysia country manager and VP, Southeast Asia, commercial.

"My vision for the role is to win in every category of the segments that adidas serves by continuing to expand market share with exciting go-to-market strategies," she explained. Wong was most recently Bata Malaysia's head of marketing, a position she held for more than four years. She told A+M that her role with Bata, where she reported to then-country manager of Malaysia Ajay Ramachandran, has taught her to be more business-driven and commercial savvy, ensuring that brand marketing plays a pivotal role in business revenue generation. Ramachandran is now country manager for Indonesia. Before Bata, Wong was the senior marketing manager at Hush Puppies and marketing manager at Lewre International, according to her LinkedIn.

Separately, adidas unveiled a new strategy in March this year that focuses on its D2C business. The company said then that its investments into product development, marketing, sponsoring and the company's digitalisation are set to increase significantly over the next five years, investing around US$1.1 billion more in 2025 compared to 2021. Adidas added that by 2025, the company's digital transformation efforts would be driven by investments of more than US$1.1 billion as well.

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