Schrene Goh joins Lazada Malaysia as CMO

Schrene Goh (pictured), Pos Malaysia, EVP of marketing has joined Lazada Malaysia as chief marketing officer, reporting to co-founder Magnus Ekbom. A prominent marketer in the Malaysia marketing advertising and marketing scene, under her leadership at Pos Malaysia, she brought a significant 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.

In a conversation with A+M confirming her appointment, Goh said, given the current pandemic and e-Commerce boom over the past few years, the eCommerce marketplace is a very interesting space to be in because customers across demographics are now prime and ready to embrace the new now of online shopping.

“In order to stand out and be a trendsetter in this super-dynamic e-marketplace, one must deep dive into the user experience and anticipate what consumers need and want, even before they know it themselves," she said. Goh added that the convergence of technology, social media, real-time digital engagement and the emerging of metaverse across multi screens platform, enables marketing content to be more immersive and captivating.

"Creation of great shoppertainment engagement and stimulation of an actual retail experience is key. We are living in truly exciting times and the sky’s the limit,” she added.

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.

The CMO role for Lazada Malaysia was previously held by Diana Boo, who left in June after two years with the firm to join Boost Holdings, in a newly created marketing role.

On a regional level, Lazada appointed Marcus Chew as its group CMO. In his new role, MARKETING-INTERACTIVE understands he will be reporting to the group CEO. Chew is also a veteran in the marketing industry. He has been holding the CMO role at NTUC Income for over six years.  Before his time with NTUC Income, Chew worked in adidas as brand marketing director in China for two years. At adidas, he was also head of brand marketing and PR, Southeast Asia for markets such as Singapore, Malaysia, Thailand, Indonesia, Philippines, Vietnam. Across his career, Chew has also worked with the likes of Unilever and Sime Darby.