Lazada Malaysia appoints VP of traffic channels

Gerald Young, Involve Asia's chief revenue officer, has joined Lazada Malaysia as VP, head of traffic channels. In his new role, Young (pictured) leads the strategic planning and execution of traffic channels, from vertical campaigns, flash sales, feed, and search to livestreams. This is done in conjunction with category business plan, optimising customer journey, and experience through continuous innovation. He reports to Joe Joseph, SVP, product management who is based in Singapore and will lead a team of 53.

Young told A+M that this role with Lazada is a "natural progression" from marketing tech to eCommerce, seeing how the role he played at Involve Asia covers performance marketing campaigns for eCommerce firms in Southeast Asia. "My vision for the role is to drive Lazada's core values of customer centricity through clever campaign and product innovation and continue building a place where people can find and discover anything they want to buy online," he added.

He was previously chief revenue officer and CMO at Involve, where Young claims to have helped establish the company's market leader status and expand its reach within Southeast Asia. Ever since he joined the team in 2016, Young told A+M that he helped establish a presence for Involve in Singapore, Malaysia, Indonesia, Thailand, Philippines, and Vietnam, as well as other markets in Middle East and North Africa.

According to him, Involve grew 150% year-on-year when he took on the role of chief revenue officer. In that role, Young also set up affiliate programmes for more than 700 international retail and eCommerce companies in the region. He has over 17 years of experience in adtech, media and marketing, having worked at Proper Mobile as director, ITMAXSIA as CEO, and 3ntity as sales manager, according to his LinkedIn. 

Meanwhile, the eCommerce firm welcomed Schrene Goh as CMO last month, reporting to co-founder Magnus Ekbom. A prominent marketer in the Malaysia marketing advertising and marketing scene, Goh was previously EVP of marketing at Pos Malaysia. During her time there, she brought a significant change in brand refresh across all touch points and transforming traditional marketing into digital and mobile-first, making the brand relevant to today’s demand. She also worked at Malaysia Airlines and U Mobile.

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