AirAsia takes off with new head of social

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AirAsia has appointed Angelyn Soh as head of social. Soh (pictured) brings more than eight years of experience with her from the agency side and was last with Lion & Lion as head of social, centre of excellence, based in Kuala Lumpur. Soh left in January and was succeeded by Ham Maghazeh that same month.

Before Lion & Lion, she was the business unit director and social media director at Reprise in the Philippines for close to two years. According to her LinkedIn, Soh worked with a list of clients from various industries including luxury beauty, FMCG, pharmaceuticals, and banking from the Philippines, Asia Pacific and the Middle East.

Soh started her career with Mediabrands in Malaysia in 2012, working as a social media specialist for KFC Malaysia. She later rose up the ranks to senior social media specialist and social manager, architect, her LinkedIn said. In the managerial role, she led a team of six for brand development, crisis management, as well as photoshop and video editing.

In 2015, she moved to the Philippines to set up Rally, having been part of Rally Malaysia since its beginning stages. As head of Rally, Soh worked on accounts in the FMCG, health and pharmaceutical space, among others. Two years later, Mediabrands renamed Rally to Society and Soh became the agency's social media director in the Philippines for more than a year. In 2018, Mediabrands folded Society and Ansible under the Reprise banner, creating a new full-service performance media marketing unit. A+M has reached out to AirAsia and Soh for comment.

Meanwhile, AirAsia has been rapidly expanding its super app offering over the past few months. It recently broke into the beauty and financial industries with airasia beauty and airasia money. Launched in Malaysia and Indonesia, airasia beauty offers a range of beauty and skincare products and stemmed from the "remarkable demand" it received for its beauty products on airasia shop.

Meanwhile, airasia money is a financial marketplace that aims to offer an affordable and comprehensive comparison of financial products and services for its customers. It focuses on their current needs and hopes to provide them with options for financial solutions, awareness, and education. It also entered the food delivery space last year in an attempt to diversify its offerings.

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