Loob Holding grabs Google talent as chief marketing and digital officer

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Tealive's parent company, Loob Holding, has appointed Google’s FMCG industry manager Ng Yau Chuan (pictured) as its chief marketing and digital officer to spearhead the group’s transformation towards being the top omni-channel beverage operator in Southeast Asia.

Other roles Ng has helmed at Google include communications and public affairs manager and industry analyst. He also worked at Meta as a client partner in 2016. According to Loob, Ng has helped drive the digital transformation agenda in various verticals across F&B, tech, and telco.

Founder and CEO Bryan Loo said Ng had the ideal mix of tech, commercial and industrial experience to fulfil this mandate, having led campaigns in both digital transformation and marketing. With Ng’s balance of tech background and commercial and industrial experience, Loo added that the management has mandated him to steer the overall brand strategy forward.

“On behalf of all the Loobies, we welcome Ng to the team and look forward to his digital and marketing prowess to drive our digital transformation,” Loo said. As the company aspires to go beyond offline experiences into digitally-led experiences, Loo said the company needs someone who can give us a fresh perspective from the other side of the lens.

"Ng can help us combine the best of both worlds to deliver the ultimate omni-channel experience for our customers in the region. We see going digital as a necessary part of our brand evolution to stay relevant and connected to our customers from all different age groups," he added.

Meanwhile, Ng said his vision for Tealive is to leverage technology to bring more joy to every customer. "A tech-enabled F&B brand which knows customers intimately through multiple digital touchpoints has the capacity to do this by offering unmatched convenience, customisation, and value," Ng added.

He described Tealive to be one brand that "truly embodies the Malaysian spirit of tenacity", explaining that it takes smarts and a whole lot of guts to go from humble beginnings to becoming one of the most well-loved brands across 700 outlets in Malaysia. "What Loo and his team have done over the past five years has been truly inspiring," Ng said.

As Loob's new chief marketing and digital officer, Ng explained that the company must internally champion a culture of data-driven decision making and be hyper-focused on its customers’ changing preferences. "Activating the right technology platforms will enable us to keep our ears close to the ground and keep our hands ever-ready to serve customers," he said.

Loob has seen much success over the years and even had 30% of its stake acquired by private equity firm Creador last June. Loob was chosen as Creador's first investment in the F&B sector due to its substantial revenue growth and having over 650 stores in less than five years. Loo also said previously that the timing of the acquisition could not be better as Tealive plans to hit the 1,000 store milestone in Malaysia in the next three years.

Meanwhile, in March, Loob tied up with Singapore-based food tech company TiffinLabs to bring several of its new virtual restaurant brands into Malaysia. Loob will eventually deploy up to 100 kitchens to introduce TiffinLabs’ virtual restaurant brands into the Malaysian market. Just last month, Tealive inked a partnership with Nestlé's KITKAT for an exclusive menu, the KITKAT Coco Wafer Smoothie series and launched its premium concept store, Tealive Plus, at Pavilion Kuala Lumpur.