Malaysia Airlines' global marketing head steps down

Malaysia Airlines’ global marketing head Waikuan Wong (pictured) has stepped down from her role after being with the brand since 2019.  Her role as head of marketing constituted strategic branding, global marketing in promoting and strengthening Malaysia Airlines brand position, establishing alliances and strategic partnerships, eCommerce as well as content management of own assets and paid media.

Wong told A+M that her four years with the brand were very memorable ones. “I started when it was at the peak of business in 2019 and subsequently went into covid where there were no commercial flights in 2020, and it spikes again when domestic and international borders were opened in sept 2021 and April 2022 respectively,” she said.

She added that during the lock down, she and her team members, internal stakeholder and externally partners worked tirelessly to ensure meeting business objectives were met, and new opportunities were explored to keep Malaysia airlines top of mind.

“I recall many long conversations with external partners on cash conservation initiatives,” she said. She added that many projects were carried out including a series of Malaysia Airlines brand campaigns such as, “Dream Today, Travel Tomorrow”; “The Sound of MH”, Malaysia Airlines new safety video and others.

When borders opened, Wong added that the brand was quick to action to ensure customers choose Malaysia Airlines as their preferred airline for travel.

Commenting on the business re-organisation in 2023, Wong shared that she was privileged to work on firefly and maswings. “After four years sprinting non-stop, is about right time for a revenge travel with my family and spend quality time,” she added.

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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. 

Earlier this year in June, Malaysia Airlines appointed Dersenish Aresandiran as its new chief commercial officer of its airlines business, including Malaysia Airlines, Firefly and MASwings, according to an internal memo to the staff of Malaysia Airlines that was seen by A+M.

He assumed his position on 1 July 2023 and reports directly to the airlines’ chief executive officer, Ahmad Luqman Mohd Azmi. “A decision was made to re-designate the role of chief revenue officer to chief commercial officer,” the memo read. "After an extensive search and careful consideration, we have successfully concluded our quest," it continued. 

Dersenish is no stranger to the airline, having worked at the company for nearly eight years, from 2007 to 2011 and 2018 to 2021.He has held the roles of revenue analyst revenue management, controller of advertising and promotions, head of chief commercial officer’s office, head of commercial planning of business insights and market development, as well as global head of revenue management and commercial planning during his time at the airlines.

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