Time hires new head of branded content and social

Malaysian internet provider Time has appointed Lau Mun Yee (pictured) as its new head of branded content and social, in a newly created role. The appointment will take effect on 26 February 2024. 

The new role of head of branded content and social was formed to create a better and more cohesive content strategy across Time's digital channels, said Lau when MARKETING-INTERACTIVE reached out. 

Lau will report to Time's head of communications, Loo See Mun, Time. In her role, she will lead the social media team and develop compelling branded content strategies across various digital platforms covering consumer, SME, wholesale, and enterprise businesses.

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Prior to her new role at Time, Lau is best known as the country manager of MGAG. She was also vice president of marketing at Hiredly, for over a year where she was headhunted to transform an existing marketing team into a high-performing business unit. 

Before that, Lau served as country marketing manager at Carousell for two years and seven months. At Carousell, she launched integrated payment and shipping for Malaysia and an exclusive shipping partnership with PosLaju. 

She was also the main person in charge working with trade marketing for internal merchant success and media sales partnerships. 

"TIME has always pushed the boundaries of branded content and is a champion of great story selling. I am excited to be part of this team and looking forward to building on what's been achieved as we continue to connect Malaysians and the world, one memorable story at a time," said Lau when MARKETING-INTERACTIVE reached out.

Lau's new appointment comes right after Time released its latest Chinese New Year campaign, "Your Father's Ad". 

The humour-filled campaign follows a conversation between an Indian family whose sister questions why they're all Indian when they're in a Chinese New Year ad.  The film later takes viewers on a journey that showcases the interests of each family member, allowing them to be who they want, what they want, when they want. 

In between, the characters tell viewers that Time lets customers customise their internet plan however they want, just like their father's company.  The ad ends with the message telling customers that they can customise their internet any way they want, like it's their father's company. 

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