Lazada Malaysia CMO Schrene Goh steps down from role

Schrene Goh (pictured), the chief marketing officer at Lazada Malaysia, will be stepping down from her role. She joined the company in January this year, and was reporting to co-founder Magnus Ekbom. Ekbom also left his role earlier this year. 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.

Lazada is currently owned by Alibaba Group. In November, the group celebrated its iconic Single’s Day 11.11 festival. In a rather unconventional move, Alibaba Group did not release full sales results for its annual Single’s Day event for the first time this year. The Chinese eCommerce giant simply said the sales results were in line with last year where it generated RMB 540.3 billion in gross merchandise volume.

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