Etika Group elevates Amy Gan to marketing VP

Etika Group has elevated Amy Gan (pictured) to vice president of marketing, as the organisation seeks to further explore and strengthen its digitalisation strategy for the fast-moving consumer goods industry. She is now responsible for the overall branding and marketing strategy for Etika and its subsidiary ATLAS Vending. This includes creative brand building campaigns, trade marketing, events, sponsorships and public relations for Malaysia and Singapore.

In addition, Gan will continue to work on the digitalisation of the business and increase Etika's market penetration via creative campaigns that appeal to the brand's stakeholders including partners and consumers. She will also oversee a new game plan for Etika to jump-start its efforts in digitalising its marketing and communication effort. 

Gan told A+M that her promotion is very exciting nonetheless. "This year marks my 13th year with the company. Having had the experience in branding, new product development and exposure to retail business under ATLAS Vending, I hope to bring a shift that will help steer us in this constantly moving digital age," she said. Gan reports to Etika's CEO Santharuban Thurai Sundaram.

One of the first things Gan plans to do in her new role is to look into ways of finding synergy between the Etika and ATLAS Vending and drive a change amidst the team to try and capitalise its retail arm for brand purposes and vice versa. According to Etika, Gan holds more than 13 years of experience in the industry. Prior to the appointment, she was ATLAS Vending's head of marketing and ancillary business, where she created interactive work for its marketing initiatives. Among the work she has done in her previous role includes Minit Mart, a fully-automated self-service retail store inspired by the vending trend in Japan; and automated sampling machine, a contactless vending operating machine which is touted to be beneficial for brands and consumers, as society moves into a new normal. 

(Read also: Interview: Why vending machines are more than just a place for snacks in marketing)

Gan first started her career with the organisation as a brand executive for Revive Isotonic under Etika in 2009. Etika said that she has proven her knowledge and experience that makes her fit to command a critical role in Etika. Soon after, Gan climbed the ranks, assuming the role of assistant brand manager from April 2011 to March 2012, brand manager from April 2012 to March 13, and finally senior brand manager from April 2013 to March 2015. Additionally, Gan helmed the position of marketing manager for over two years from April 2015 to March 2017, according to her LinkedIn. 

“We would like to embrace the emerging opportunities from every new technology, data or platform, and bridge what’s possible and practical to the new age of consumers while creating compelling brand experiences. I look forward to working together with the team to implement out-of-the-box ideas to capture the attention of our consumers, at the same time fulfilling the expectations of our stakeholders,” Gan explained. A+M has reached out to Etika for additional comment.

Meanwhile, Sundaram was appointed as the company's CEO in March, succeeding Khalid Alvi to oversee the Malaysia, Singapore, and Brunei markets and continuing to helm the role of CEO of ATLAS Vending. He was previously Etika's SVP marketing and alternate business and assumed the role of CEO of ATLAS Vending in 2020. In a previous statement to A+M, he explained that Etika is a great company that recognises and rewards its employees' talents, and that he was thankful for the opportunity to steer the organisation.

In 2018, Etika was crowned 2018’s "Marketer of the Year" at A+M's Marketing Excellence Awards. With a total prize pool of nine golds, eight silvers and two bronze, Etika came in first in categories of Excellence in Advertising, Excellence in Event Marketing, Excellence in Integrated Marketing (Consumer), Excellence in Launch Marketing, Excellence in Marketing Communications/Public Relations, Excellence in Marketing Innovation, Excellence in Out-Of-Home Advertising, Excellence in Social Media Marketing and Excellence in Sports Marketing. 

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