Hemanth Jayaraman joins Malaysia Airlines in new role

Hemanth Jayaraman, has taken on the role of head of marketing for Malaysia Airlines’ loyalty and travel solutions arm. A+M has reached out to both Malaysia Airlines and Jayaraman for more information on the role. Neither have responded at the time of writing. 

Jayaraman (pictured) joins the company as Malaysia Airlines' Enrich programme looks to increase its membership count by 30% this year from its current four million. In a conversation with A+M last year, a spokesperson from the company said that Enrich is looking to become more of a travel and lifestyle programme, rather than a frequent flyer programme.  As such, in the upcoming year, Enrich will continue to create new partnerships with brands including hotels to give the members more options to earn and use their points. It is unclear how closely Jayaraman will be working with the Enrich team.

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Nonetheless, Jayaraman has extensive experience across the marketing suite. He was last the head of DentsuX in Malaysia. He joined Dentsu in May 2021 as part of the media service line executive committee. Prior to Dentsu, Jayaraman was at Moet Hennessy Diageo Malaysia where he worked in the marketing and commercial department for a little under two years. 

Before that, he was in PepsiCo for a little over two and a half years where he was the Tropicana activation lead for the APAC region. Here, he led all the APAC markets and enabled them to grow value, volume share and deliver profitability for the organisation. Before taking up his role as activation lead, Jayaraman was the marketing and commercial manager for Lipton RTDT for Malaysia, Singapore and Mongolia.

He also was the founder and brand strategy director of Sw1tch Strategies, a boutique agency which started its operations in 2012. He led the agency till 2017. 

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