The Chicken Rice Shop nabs Malaysia Airlines' head of global marketing

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The Chicken Rice Shop has named Wai Kuan Wong as its new lead of marketing and customer experience.

"I am truly honoured to have the opportunity to work alongside with the CEO and internal stakeholders to enhance the business by providing deeper insights through data, sharing knowledge, implementing best practices in marketing and customer experience, improving problem-solving, improve overall customer experience in the online to offline to online environment," said Wong about her new role in a conversation with MARKETING-INTERACTIVE.

She added that since joining, she has been working on enhancing business operations, elevating and redefining commercial marketing strategies, enhancing the customer journey and experience for in store dining and the online journey, delving into data for better business recommendation and working on predictive marketing.

Previously, Wong spent just over four years at Malaysia Airlines. She joined the team in 2019 as its global head of marketing and was promoted to head of airlines global marketing in 2023.

Don't miss: Malaysia Airlines' global marketing head steps down

"It has been a significant four years at Malaysia Airlines, navigating through the most challenging times in the aviation industry during a pandemic. Despite countless long nights and uncertainty, Malaysia Airlines has been a valuable place for learning and growth," said Wong.

"During the pandemic, we all transitioned to remote work and managed to achieve a significant increase in productivity and financial reserves. Many of us played a crucial role in bolstering the business, from managing cash and budget to engaging tough negotiation with partners. Despite all challenges, we kept the team motivated and continued to give our best to the company and provide support to our colleagues domestically and internationally," said Wong.

She added that together with the team, she executed many brand campaigns including "MH ASMR", "MH Artisan", a series of travel the world brand campaigns, an "MH safety" video and Journify, which is the lifestyle e-commerce portal of Malaysia Aviation Group.

"We took the opportunity to test and run data marketing and hyper-personalisation to keep improving eCommerce customer journeys and more. The outcomes were fulfilling and as a team, we celebrate small or big wins. The trust was strongly demonstrated by the team, and I am very pleased to be part of this journey with the team members," she added.

Prior to her stint at Malaysia Airlines, Wong worked at Themed Attractions resorts and Hotels for just over eight years. She joined as vice president of group marketing and was promoted to senior vice president of group marketing in 2016.

She has also held key roles in companies such as Maybank, Bates Malaysia, TBWA\Worldwide and Dentsu Malaysia in her career.

The news comes shortly after Malaysia Airlines and Manchester United inked a multi-year partnership which will see the airline become the club’s official commercial airline. The partnership was announced by Malaysia Airlines’ group managing director of Malaysia Aviation Group, Izham Ismail, at an industry trade fair in Kuala Lumpur.

To celebrate the announcement, former Manchester United defenders Patrice Evra and Wes Brown flew to Kuala Lumpur last month to attend the event, to share their experiences of travelling the world as both players and ambassadors for the club.

Photo courtesy of Wai Kuan Wong (LinkedIN)

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