Domino’s Irene Foo joins TIME dotCom

TIME dotCom has appointed Irene Foo (pictured) as its head of strategic segment, activations and partnerships. In her new role, Foo will report to Andrew Yeoh, head of marketing at TIME dotCom.

In response to A+M, Yeoh said that he is delighted to have Foo join the TIME rocketship with her rich pureplay digital experience, as she complements the team with innovative ideas and an agile digitally native mindset. "Most importantly, she's a genuinely nice and kind human being. As we accelerate into 2022 and beyond with our challenger brand ethos and digitalisation initiatives, it's crystal clear that we need the right people on board for the journey. In sum, we're embracing the belief of 'Digital at the Fore, People at the Core'," he added.

Foo told A+M that she is excited to be joining TIME dotCom and be a part of Yeoh's team, and it’s also the right time, as the growth in the telecommunication space is now accelerating. "This role, gives me a different growth and exposure not only from the B2C perspective, but also from the B2B space. On top of that, I am also thrilled to be part of the team which is looking to disrupt the telco scene and challenge the way how consumer view telecommunication brands," she added.

Foo was formerly head of marketing at Domino's Pizza Malaysia for six months. She said in a LinkedIn post earlier today that she was thankful for her experience at Domino's as she got to learn how the F&B industry works and how marketing plays a role in "enticing customers to deliciously look at a pizza and trigger the feeling of sinking your teeth into a cheesy pizza".

During her time there, Foo reported to Malaysia CEO Shamsul Amree Abdul Rahman and was mentored by group CMO of Singapore, Malaysia and Cambodia, Linda Hassan. When Foo first joined Domino's, Hassan told A+M that Foo's tech background was a good fit with the company's online-driven environment, and had wanted to guide Foo over the next six months to eventually take over the Malaysia market; letting Foo on move on to a more strategic role to oversee digital, eCommerce, customer service and products thereafter. 

On Foo's departure from Domino's, Linda told A+M, "We thank Foo for her dedication at Domino's and we wish her all the best on her new adventure. Domino’s long-term strategy remains the same – the pizza delivery expert is a mature business that requires innovative solutions to win and we appreciate talents like Foo and the leadership she has contributed at Domino's."

Before Domino's, Foo was VP, head of branding and communications at Lazada Group for close to two years. Foo said in a LinkedIn post then that it had been an inspiration to be able to work with great leaders, one of them being CMO Diana Boo who she reported to. She added that the opportunity has given her insights on how she can continue to grow as a leader as well.

Prior to that, Foo was VP, marketing at Photobook for more than three years and before that, led marketing and business development for tour agency PYO Travel. She also had a separate stint with Lazada Group from 2009 to 2011 as marketing services manager, according to her LinkedIn. Prior to joining PYO Travel, she was the marketing director, Malaysia at LivingSocial, a daily deal company.

Separately, TIME dotCom launched its latest Kabel Besar campaign last month, which was deployed to solve "all your Internet woes". The campaign features Jalaluddin bin Hassan, host from the Malaysian version of "Who wants to be a millionaire"; Paduka Mustapha Kamal who is known for his characters in Malaysian dramas; and Malaysian comedian Joanne Kam. The video had more than two million views at the time of writing previously.

Additionally, in October, the telecommunications company also appointed Entropia to handle media duties for two years with the option to extend for another, following a pitch in August. PHD and Invictus Blue were also eyeing the account. Syahar Khalid, partner at Entropia, said then that TIME and Entropia are truly a match made in heaven – two highly credible and future-driven Malaysian challenger brands that are very well aligned on the importance of customer experience. "Whilst our TIME partnership portfolio currently covers integrated media only, we look forward to further expand it to other aspects of digital transformation in the near future," he added.

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