Loob Holdings looks for head of digital amidst major expansion of brands

Loob Holding is looking for its new full-time head of digital and aggregator.  The duties of the role will be split into the following three branches- namely mobile app, delivery aggregators and digital marketing. Loob is looking for someone with experience in digital marketing, app aggregation or eCommerce, with leadership stints.

Under mobile app, the role requires the candidate to drive acquisition, usage and revenue across the delivery and self-pick up app, manage the app sales target and forecast, as well as generate consumer communications across various digital touchpoints to ensure high loyalty and retention. With regard to delivery aggregators, the role would require the candidate to manage opportunities with delivery aggregator partner in order to drive stronger delivery performance through co-branding marketing campaigns, advertising solutions and platform promotions, for instance. Digital marketing calls for the candidate to set the right principles and KPIs by upskilling entire marketing team, while collaborating with media agency to create a strong test-and-learn culture on digital advertising platforms.

Earlier this year, Loob Holdings appointed Google’s FMCG industry manager Ng Yau Chuan as its chief marketing and digital officer to spearhead the group’s transformation towards being the top omni-channel beverage operator in Southeast Asia. In a prior interview with A+M, Ng said one of the biggest challenges in the industry is when individuals involved with digital transformation are unable, unwilling or do not have the support of their leadership to keep on upskilling themselves. "The tech and digital space is constantly evolving. It is impossible for any person to constantly be 'an expert'," he explained.

He also shared that often digital transformation is seen focusing on silo-ed metrics such as conversion rates, attribution, and data without a strong tie to the overall business top line or bottom line.

Hence, it is extremely important to invest in people. "Hire the right-minded people, invest in them, and invest in yourself," he said. Ng joined Loob from Google and Meta and was described by Loob founder and CEO Bryan Loo as an individual with "the ideal mix of tech, commercial, and industrial experience" to fulfil the marketing and digital mandate.

Loob has also been expanding its offerings in recent times. Loob Ventures, a private venture entity by Loob holding CEO Loo and partners, also made a strategic investment into Malaysia’s lifestyle and digital media company Good Foodie Media, marking Loob’s first entry into digital media space. While the monetary value of the investment was not shared, Loo, founder and CEO of Loob Holding said the move was a strategic one to “enable more SME players in the F&B industry to have affordable access to digital platforms”.

In October, Loo also said the company was mulling an IPO for its Tealive brand "if the timing and pricing are attractive" should it hit 1,000 stores in Malaysia by 2024. Loo explained in an interview with Reuters that Tealive's funding options have "indeed widened very much" ever since private equity firm Creador snapped up a 30% stake in Loob Holding last June. Hence, it seeks to revisit plans of going IPO a year from now. A+M has reached out to Loo for comment.

Just last week, Tealive also announced that it expanded into downtown Ottawa, Canada, making this its first store in North America. The team has been focused on expanding in Southeast Asia and was not particularly targeting North America until it was approached by 1TEACO, an established business group involved in running pastry and bakery businesses.

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