Astro's sooka names AVP of content marketing for OTT

Astro's sooka has appointed Awin Roslin to AVP, content marketing, OTT. She was most recently AVP, marketing at Astro Radio, joining late in 2019 from iflix where she was head of marketing, Malaysia. Awin told A+M that she reports to Hilda Shamsul Bahri, Astro's SAVP head of brand and communications, Malaysia OTT, and her role focuses heavily on the marketing campaign strategy and putting together the go-to-market plan for its content and titles.

"I am honestly excited to be back doing content marketing, especially in video on demand (VOD) because I have always believed my strength lies in telling stories to the audience. As much as I am stoked to be back doing VOD, I am also curious to see where this will take me," Awin said. She added that the VOD industry will come with a new set of challenges compared to when she was with iflix a few years back.

"It is a more competitive landscape now but I am sure it gets more exciting and interesting," she added. Sooka was launched in June, offering both free and paid content. The platform focuses on aggregating and curating content such as live global sports action, Malaysian dramas and entertainment programmes, and sooka exclusives and originals that resonate with Millennials on a mobile-based streaming platform.

Meanwhile, during her time at Astro Radio, Awin led the marketing initiative for brands under the department including ERA, HITZ, MY, MIX, LITE and GEGAR. She also supported Astro Radio brands to grow their reach and listenership and led marketing campaigns and activations for SYOK, Astro Radio's audio OTT product.

At iflix, she first joined in 2017 as creative traffic manager before rising up the ranks to lead marketing for Indonesia in January 2019 and then for Malaysia in June 2019, her LinkedIn said. During her time there, she crafted the go-to-market plan and marketing strategy for iflix Malaysia, which included PR/communications, content marketing, creative, digital advertising and events, as well as managed the creative job flow and traffic from global, regional and local marketing teams, her LinkedIn said.

Before iflix, she was also with Astro for more than a year as associate, social media content, managing MeleTOP, Oh My Ganu and Anugerah MeleTOP ERA 2015. According to her LinkedIn, Awin has also worked at LAB and The Wknd. A+M has reached out to Astro for comment.

Meanwhile, Astro has been working to realise its ambition of becoming a streaming aggregator. In June, it partnered with Netflix to bring the latter's streaming service to Astro's platform. This was in addition to its existing streaming services such as Astro Go, Disney+ Hotstar, HBO Go and iQIYI.

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