Mass Rapid Transit Corporation picks Schrene Goh as chief of commercial

Mass Rapid Transit Corporation has picked Schrene Goh as its new chief of commercial, according to Goh when MARKETING-INTERACTIVE reached out. She will be reporting to the CEO of Mass Rapid Transit Corporation, Datuk Mohd Zarif Hashim.

Her new remit will involve commercialising non-fare revenue in retail and transit spaces, including advertising space, station naming rights, event space and innovative placemaking collaborations, she said. 

"I will also be responsible for maximising revenue from telecommunication facilities located along the MRT & RTS Link alignments. With the extensive fibre optic network coverage being installed for both the MRT1 & MRT2 lines as well as the proposed cross border network between Johor Bahru and Singapore, there is immense potential for major telco service providers and hyperscale data centre providers to invest and to benefit from the secured fibre network connection," said added.

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This role is also focused on bringing to life a new urban oasis located adjacent to the RTS Link Station in Johor that will feature an innovative K-economy centred integrated development.

"Our vision extends beyond traditional transit experiences; we aspire to create vibrant, dynamic environments that seamlessly integrate retail offerings and enhance the overall journey for our commuters. This role presents an exciting opportunity to curate memorable experiences and transform our spaces into thriving hubs that resonate with the diverse needs and aspirations of our commuters," Goh explained. 

Goh was previously at MYAirlines as its chief marketing officer where she handled its digital marketing efforts, strategy, marketing analytics and more. She held the role for just under a year.

Prior to that, Goh was the chief marketing officer at Lazada. She joined the company in January 2021, and was reporting to co-founder Magnus Ekbom. Ekbom also left his role around the time. He was responsible for the group’s long-term strategy development as the Southeast Asia flagship platform of Alibaba Group.

She previously was the executive vice president of marketing at Pos Malaysia, where she was credited with bringing change in brand refresh across all touch points and transforming the traditional marketing into digital and mobile-first, making the brand relevant to today’s demand. Further to spearheading the creation and launch of Pos Laju’s new online shipping platform called SendParcel, other notable achievements for Goh include bold partnerships with international brands such as Disney (Marvel and Starwars), DC comic (Batman) and also international artists (Red HongYi) to revive the stamp collection interest amongst their huge fan base and raked in record breaking sales.

Prior to Pos Malaysia, Goh was with Malaysia Airlines for more than two years and was part of the team that conceptualised and launched the brand campaign “Malaysian Hospitality Begins With Us”.

As the global head of marketing for Malaysia Airlines, she was responsible for brand building, revenue through e-commerce, digital marketing, product innovation, F&B, and on-ground services. She helped transform Malaysia’s national carrier into the most- preferred Asia- Pacific airline, winning regional industry awards as well.

Prior to MAB, Goh led marketing, communications, brand and digital at U Mobile for over a year. Before joining the telco, Goh was with AirAsia for more than six years, helming the roles of head of marketing and marketing manager for the entire ASEAN network including the India market.

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