Tealive's parent firm Loob Holding appoints digital marketing head

Tealive's parent company Loob Holding has appointed Fabian Khaw as its head of digital marketing. In this newly created role, Khaw will lead and formulate the digital transformation of the brands, form an architecture for digital-first experiences, and drive growth in the eCommerce space. He reports to founder and CEO Bryan Loo and leads a team of three employees. Khaw's vision is to drive further growth for Tealive and all the other brands under Loob Holding by adopting an omnichannel approach that caters to the current needs of the market where speed and convenience are critical. According to Khaw's (pictured) LinkedIn profile, he has around five years of experience in performance marketing, social media marketing.

He was previously with ICT-based theme park i-City as digital marketing manager for more than three years. He was responsible for managing its website via Shopify, driving traffic to the site through organic and paid channels as well as analysing buyer behaviour and seasonal trends, as seen on his LinkedIn. With i-City Group, Khaw said in his profile that he helped generate RM2 million in revenue with an advertising spend of less than RM80k during 2018, and also secured a partnership with Visa Malaysia and obtained sponsorship for the theme park's cashless initiatives.

Khaw also has experience at Klang Valley's Kidxy where he held the title of lead, business services, as well as at CourseNetworking APAC as its senior business associate where he dabbled in digital marketing tasks, as stated on his LinkedIn. At Kidxy, he was also responsible for recruiting kids enrichment vendors as partners and growing the Kidxy platform user base. A+M has reached out to Loob Holding for additional comments on Khaw's appointment.

Earlier last month in June, private equity firm Creador acquired 30% stake in Loob Holding, marking the former's 39th investment since its inception in 2011. Brahmal Vasudevan, founder and CEO of Creador, said then that Loob was chosen as its first investment in the fast-growing F&B sector citing its substantial revenue growth and having over 650 stores in less than five years.

It also opened its 600th store in Malaysia and is eyeing 400 more new stores in the next three years. The brand said previously that the confidence comes from its “strong brand loyalty and continued focus on customer convenience and digital strategy”. More specifically, Loo said it wants to open at least 130 to 150 outlets a year, mainly in Johor, East Coast and Sabah, and Sarawak. Tealive now has 10 drive-through outlets and over 100 drive-in shops where customers can order ahead and park at dedicated bays for the drinks to be served to them in their cars.

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