SMRT hires former NETS marketer as head of marketing for media and digital business

The former head of strategic marketing and communication for NETS, Shabirin Ariffin, has joined SMRT Media (formerly known as The X Collective) as head of marketing, media and digital business. Ariffin, who was with NETS for four years, has had extensive experience in communications. During his time there, he revamped the strategy of NETS from traditional to a digital and social focus, with the reallocation of budget of almost 70% to drive online presence and content creation, according to his LinkedIn.

He was also in the team helping to launch the QR Code payment systems targeted at hawker centre, coffee shops and tertiary campus. In his role, he led a team of 10 for the company’s B2B and B2C communications and drove revenue and market share KPIs through product management.

In his new role, he will report to Jeslyn Tan, vice president, media and digital at SMRT Experience. He will head up the creative and marketing teams of the media and digital business unit. According to his LinkedIn, he is also tasked to drive the suite of OOH platforms from offline to online in marrying technology and creativity.

Meanwhile, Tan took on the role of vice president, media and digital, SMRT Experience last year to expand SMRT Media’s business by forging partnerships and collaborations with industry players both locally and internationally. She also focuses on growing digital engagement and innovation for out of home (OOH) media, and lead the expansion of the digital WINK+ app business. Prior to the role, Tan helmed the role of vice-president, transit business, SMRT Media.

Last year at MARKETING-INTERACTIVE’s MobEx awards, WINK+, an SMRT Media app, took home the bronze award for Most Innovative Use of Mobile Technology. Given the current COVID-19 climate, WINK+ initially saw a decreases in its app usage rate due to lesser people taking public transport and stepping out. Nonetheless, quick to evolve, the team decided to launch “WINK+ from Home” to drive long-term customer engagement and retention during the Circuit Breaker period through its innovative use of mobile technology to strengthen its brand position and brand association amongst customers.

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