Lazada names new regional VP of brand management

Lazada has named Chloe Fair (pictured) as its VP, brand management on the regional team. She was formerly head of segment marketing at NTUC Income. During her time there, Fair helped establish a segment marketing strategy to drive new customer insights, customer journey design, content strategy, first-party data enrichment and personalisation efforts, her LinkedIn stated. This led to increased engagement and lead generation rates with key audiences within the pilot year.

Over the years, Fair has worked with brands such as Ikano Group, NTUC Income, Dutch Lady, XBOX and Microsoft.

She was also working with BBH Singapore for close to four years as associate account director, and later account director. She was responsible for the overall growth and development of accounts, quality of strategic and creative work delivered, maintaining high client satisfaction levels, and achieving business and profitability targets across both accounts.

Fair was also previously senior account manager at Wunderman Singapore and regional marketing specialist at Microsoft. At Microsoft, Fair was responsible for designing and implementing centralised campaigns that optimised the use of owned tools, resources and channels across 11 markets, her LinkedIn stated.

MARKETING-INTERACTIVE has reached out to Lazada for comment. 

Fair's appointment comes shortly after Lazada appointed Marcus Chew as its group CMO. Chew was also from NTUC Income where he held the CMO role for over six years. In his role, he supported the growth of all business lines through data integration, manage and maximised the effectiveness of marketing investments, and developed cut-through communications in line with business direction.

Meanwhile, Lazada was recently ranked as one of the top 10 most talked-about brands among Singaporeans, according to YouGov's Buzz Rankings 2021. The eCommerce platform also tied in fifth place with Sheng Siong as the most improved brands of the past year. 

Recently, Lazada Singapore launched a rebate scheme handing Singapore shoppers 9% cashback on eligible purchases for the rest of the year. The rebate scheme taps on a SG$50 million pool to support Singapore shoppers, via cashback and other platform mechanisms. According to Lazada then, the roll out of Lazada’s Everyday Cashback aims to provide relief for those experiencing rising inflation and a global increase in food prices. 

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