Malaysia Airlines appoints new head of airlines global marketing

Malaysian Airlines has appointed Waikuan Wong (pictured) as its new head of airlines global marketing. She has been a part of the Malaysian Airlines family since 2019, when she joined as the global head of marketing. According to her LinkedIn page, her role as head of marketing constituted strategic branding, global marketing in promoting and strengthening Malaysia Airlines Berhad's (MAB) brand position, establishing alliances and strategic partnerships, eCommerce as well as content management of own assets and paid media.

With over 20 years in brand and marketing, Wong has vast knowledge and experience in the leisure and tourism industry, banking and FMCG. Prior to her new role, Wong was with Themed Attractions Resorts and Hotels for over eight years, from 2011 to 2019, with her last role being senior vice president (VP) of group marketing. She also worked at Maybank for three years, from 2007 to 2010, as assistant VP of branding. Wong also has experience in the agency field, having worked at Bates Malaysia, TBWA\Worldwide and Dentsu Malaysia, with whom she started her career in 1999.

Don't miss: Hemanth Jayaraman joins Malaysia Airlines in new role

“Customers are our centre of gravity. We continue to look for ways to ensure that our efforts will provide them with an enhanced, seamless and curated experience from the moment that they decide to fly with us,” she was quoted as saying in a recent LinkedIn post by the principal solution consultant at Adobe, Gauraw Kumar.

MARKETING-INTERACTIVE has reached out to Malaysia Airlines for a comment. 

Earlier this week, Malaysia Airlines also appointed Hemanth Jayaraman as its head of marketing for its loyalty and travel solutions arm. Jayaraman joins the company as Malaysia Airlines' Enrich programme looks to increase its membership count by 30% this year from its current four million.

In a conversation with A+M last year, a spokesperson from the company said that Enrich is looking to become more of a travel and lifestyle programme, rather than a frequent flyer programme.  As such, in the upcoming year, Enrich will continue to create new partnerships with brands including hotels to give the members more options to earn and use their points. It is unclear how closely Jayaraman will be working with the Enrich team.

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