Pos Malaysia names group chief marketing and comms head

Pos Malaysia has brought on board Fiona Liao as group chief marketing and communications officer, reporting to group CEO Charles Brewer. She spearheads the company's brand, marketing, and communications functions and comes with more than 20 years of marketing, branding, communications, and product experience. 

In her new role, Liao is tasked to reenergise the Pos Malaysia brand. Leveraging on its strong heritage, Liao's focus will be to strengthen Pos Malaysia’s brand equity by delivering world-class service wrapped with brand love. She told A+M that her vision is to deliver happiness to all Malaysians as their trusted community partner.

Liao was previously head of brand as Prudential Assurance Malaysia and spent more than 13 years in total with the company, her LinkedIn said. She joined the insurer in 2008 as its director of brand and communications before taking on the CMO position in 2012. In 2014, Liao moved on to helm the chief brand officer role and thereafter became head of brand in 2021. Before Prudential, she was DHL Express Malaysia's communications manager for eight years. A+M has reached out to Prudential for comment on her replacement.

Liao's appointment comes shortly after Pos Malaysia's EVP of marketing, Schrene Goh, left to join Lazada Malaysia as CMO last month. Goh brought significant change to Pos Malaysia by refreshing the brand across all touchpoints and transforming traditional marketing into digital and mobile-first, making the brand relevant to today’s demand. She also inked partnerships with international brands such as Disney (Marvel and Starwars) and DC Comics (Batman) as well as international artists (Red HongYi) to revive the interest in stamp collection among fans.

Last year, Pos Malaysia paid tribute to the country's frontliners with a set of limited-edition stamps. Exclusively designed in the form of sketches, the set comprised of four stamps with the theme Barisan Hadapan COVID-19, which featured frontliners from the Ministry of Health, Royal Malaysia Police and Malaysian Armed Forces. Designed by Malaysian contemporary artist, Red Hong Yi, the stamps feature a special printing technique that uses red invisible ink, revealing the images of the COVID-19 virus when viewed under a UV light. 

Known as "the artist who paints without a paintbrush", Yi creates media installations by reinterpreting everyday materials through the accumulation of objects. By combining traditional craftsmanship and digital technology, she creates work that considers perceptual habits and preconceptions on the chosen objects and subjects. 

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