foodpanda onboards PayMe's Jaslin Goh as APAC VP of marketing

foodpanda has onboarded PayMe’s CMO Jaslin Goh (pictured) as the new APAC vice president of marketing today, succeeding Anna Znamenskaya.  

Based in Hong Kong, Goh will report directly to John Fang, CEO foodpanda. Within her new role, she looks after 11 markets that foodpanda operates in Asia, including Singapore, Hong Kong, Taiwan, Thailand, Malaysia, Bangladesh, Pakistan, Cambodia, Laos, Myanmar and the Philippines.   
 
With over 20 years of experience, Goh will head the regional marketing function and work closely with local marketing directors to drive growth and brand love across Asia.  
 
Most recently, Goh was the chief marketing officer for mobile payment service PayMe at HSBC, heading the marketing, design and customer experience functions. Prior to that, she held senior marketing positions in HSBC’s Wealth & Personal Banking function, WeLab (a virtual bank), and Shangri-La Group. 
 
Goh said: “I’m super excited to join the foodpanda family with its unique blend of tech x quick commerce x F&B across 11 strong and flavourful markets. Food reflects the soul and unique idiosyncrasies of each market. I’m proud to become part of a business where we bring food and people together, through technology, yet in a grassroot, grounded way and is the glue for the cultural fabric of Asia’s best cities” 

Don't miss: Delivery Hero to retain foodpanda business amidst talks to sell Asia business

The appointment comes shortly after Niklas Ostberg, the CEO of Delivery Hero, which is the Berlin-based owner of foodpanda, reportedly said that he is happy to hold on to the foodpanda brand.

While Delivery Hero confirmed to MARKETING-INTERACTIVE that it was discussing the potential sale of its Asia business in September last year, Ostberg said that he sees growth potential for foodpanda according to a report by CNBC.

Ostberg further explained that as the business has become breakeven and ceases to drag on Delivery Hero’s profitability, he will happily consider holding on to foodpanda forever.

In fact, Delivery Hero reported a 9% bump in total segment revenue to US$11.2 billion in 2023 and has restated its guidance for 2024 adjusted EBITDA which is triple that of 2023 in response to a plunge in its shares, added the report.

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