Malaysia Airlines names head of digital marketing

Malaysia Airlines (MAB) has appointed Wong Chin Yam as head of digital marketing, overseeing the airline's digital marketing campaigns. He is responsible for digital acquisition and retention initiatives to drive new customer acquisitions through a variety of digital touchpoints. 

According to MAB, his primary focus is to optimise acquisition that leverages data insights to make better marketing decisions, close gaps, and formulate the best-customised customer experience to drive incremental sales. He reports to global head of marketing Wong Wai Kuan.

He joins from Green Packet where he was acting head of digital and content for close to a year. In that role, he was responsible for the group's digital and content marketing efforts across the business units and joined in 2019 as group digital performance specialist. Before that, he was the digital inbound marketing manager for Green Packet's fintech arm, Kiple.

Just this week, the airline expanded its travel pass offerings with the launch of MHflypass ASEAN, a fixed-rate pass that allows multiple trips to exciting destinations all-year round across ASEAN.

The ASEAN pass comes as an addition to the MHflypass line – introduced in April 2021 – which consists of flight coupons for domestic travel within Malaysia. With the introduction of MHflypass ASEAN, passengers can now fly to 12 cities within ASEAN, through Malaysia Airlines’ extensive network. Each pass comes with six tickets; therefore, passengers are entitled to three return trips, or six one-way trips between the ASEAN cities of choice.

Lau Yin May, group chief marketing and customer experience officer, explained that as the nation progressively enters into endemicity, the expansion of MHflypass is very timley as it stands to offer flexible, convenient, and affordable travel for all.

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