Laura Kantor wraps up after 6 years with foodpanda

Laura Kantor (pictured), marketing and sustainability director at foodpanda will be wrapping up after six years with the company. Kantor, who is a prominent figure in the foodpanda and marketing circle in Singapore, make the announcement on LinkedIn. Kantor joined the role in 2016 as head of marketing and expanded her remit over the years. Kantor joined the role from Ogilvy where she was account director. She also spent over three years at Bupa. MARKETING-INTERACTIVE has reached out to foodpanda for a statement.

Earlier last month, foodpanda officially launched its suite of advertising technology (AdTech) and marketing solutions, panda ads. Initially introduced in 2021 as a proof of concept, panda ads provide brand partners with advertising opportunities to reach digital-native customers beyond traditional channels. With the launch, foodpanda unveiled a fresh suite of integrated advertising features that encompass the foodpanda app, digital marketing assets and new partnership programmes.

Foodpanda started out as a fuss-free food delivery platform dedicated to giving consumers a wallet-friendly solution. In late 2019, the company decided to grow its offerings launching pandamart (then called pandanow), foodpanda’s own online grocery store with delivered on-demand. Simultaneously, foodpanda launched foodpanda shops (previously known as pandamart), a marketplace for non-food merchant partners to retail their products on the platform, and have them delivered on-demand. 

In an earlier interview with MARKETING-INTERACTIVE, Kantor said that customers today are increasingly craving branded content that is less “polished”. Authenticity, not just in tone, but also in the way that content is being presented, is fast becoming a must.

She added that TikTok has fast become a platform that brands need to be on and videos that go viral on the platform can really define the perception of a brand.
“Brands have to be willing to embrace being more playful, cheeky and even a bit of a rebel in order to connect with consumers. With that in mind, we are shifting the way we communicate with our customers and reaching out to them in their language,” she said.

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