DFI Retail Group nabs HK Express' Sally Mok as VP of customer experience

DFI Retail Group has appointed Sally Mok (pictured) as vice president of customer experience for rewards loyalty and eCommerce platform yuu. 

In a conversation with MARKETING-INTERACTIVE, Mok said she will be responsible for developing strategy and overseeing execution for overall customer experiences and customer services operations across multiple geographies, driving customer centricity and business growth in the organisation.

Prior to her new position, she was general manger of digital experience and innovation at HK Express. Mok said on her LinkedIn that her sense of belonging for HK Express will be forever. "The last best thing of the day is to buy a Cathay wind jacket at Cathay Shop, wearing at home now looking back the remarkable journey of milestones and footprints, enjoying all the gifts and reading all the warm messages on farewell cards," she said.

She joined HK Express back in 2018 as eCommerce general manager.  Before HK Express, she spent over eight years at Expedia Group, with her last role being APAC head of product and site optimisation for Hotels.com.

Don't miss:DFI Retail Group hands group-wide 3-year social contract to M&C Saatchi

Back in October last year, DFI Retail Group concluded its regional social pitch by handing M&C Saatchi Singapore a three-year contract, with a one-year optional extension covering both Singapore and Malaysia. The agency will work closely with DFI’s team to create campaigns for its stable of brands across the two countries including Giant, Cold Storage, CS Fresh and Guardian in Singapore as well as Giant, Giant Mini, Mercato and Cold Storage in Malaysia.

The contract was awarded based on the creative ideas the agency put forward in a pitch held in Singapore. M&C Saatchi Malaysia will handle the account for DFI’s business in Malaysia. Together, M&C Saatchi Singapore and Malaysia will be responsible for the work under two verticals—digital strategy and creative—for DFI’s social media, SEO and EDM activities. Work on the account has already begun.

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