POND'S names global brand director to spearhead SEA strategy

POND'S has appointed Jopa Malantic as global brand director to oversee its revitalisation as a future-proof brand. He will lead POND'S' brand marketing strategies in Southeast Asia, which is one of the brand's key priorities and strategic geographies.

Malantic (pictured) will also be responsible for the elevation of its position through forging deeper connections with existing customers and new connections with younger customers. Additionally, his remit will include transforming the brand’s digital marketing programmes and capabilities such as pushing for beauty tech and crafting holistic multi-market campaigns.

According to Malantic, he looks forward to championing a renewed emphasis on POND's credentials in skincare expertise and will focus on three core strategic pillars:

1. Delivering exciting products, benefits and mixes that are well researched and backed by R&D;
2. Leveraging POND’S future-looking mentality and cutting-edge genomics to drive the future of skincare; and
3. Creating a positive organizational culture by building first-class employee experience.

He has more than two decades of experience in brand marketing and according to his LinkedIn, has spent 11 years at Unilever. During the course of his career, Unilever said Malantic has had an impressive record of delivering high impact results in his previous roles. They including more than doubling the Dove Hair brand revenues by leading global category development, portfolio expansion, product innovation and launching new ranges in strategic markets.

He also has robust experience leading global teams in a cross-cultural environment across Europe, North America, Latin America and APAC regions for brand development, multi-channel campaigns, in-market execution and more. In his last role, he was based in London leading Dove Hair. Across his roles, R&D sits at the centre of key business decisions from deploying consumer research and data-driven insights to overseeing clinical testing to shape product innovation.

Before Unilever, Malantic was with P&G, according to his LinkedIn and was also based in Singapore for a period of time as country marketing manager.

“Innovation is always at the heart of POND’S. Together with the Beauty and Wellbeing Unilever team across the markets, we will continue to build on the POND’S culture. This entails utilising the latest scientific technologies and most effective ingredients to deliver the best experience to our consumers and customers,” said Malantic said.

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