What's keeping me up: foodpanda APAC's Jaslin Goh

Nowadays, consumers are spoilt with choice. In order to keep up with the latest consumer trends, delivering accurate demand forecasting is essential for businesses of all sizes and across all industries.  

Demand forecasting plays a pivotal part in helping businesses navigate the ever-changing business landscape, and it can improve business efficiency and reduce costs to some extent, according to Salesforce.   

For brands such as foodpanda which operates in multiple markets across Asia, it has to rely on past data patterns to predict future consumer behaviours, said Jaslin Goh (pictured), APAC VP of marketing, foodpanda during an interview with MARKETING-INTERACTIVE. However, she said the consumption behaviours can be affected by external factors, leading to an inaccuracy of forecast.  

In this episode, Goh shares with us her biggest worry and what keeps her going. 

MARKETING-INTERACTIVE: What is the biggest thing you worry about? 

Across APAC where foodpanda has a strong outreach in 11 markets, we learn and rely on a lot from past data patterns, the amount we put in will correspond to the gross merchandise value growth, resulting in correlated margin growth. However, despite how much data you have, there will be extraneous factors that disrupt the pattern of behaviour of consumers. For example, unexpected weather conditions, political unrest, regulatory issues or internet disruptions. As a digital business connecting consumers, vendors, riders, all three factors must be in synchrony alongside the fourth unexpected external factor.  

MARKETING-INTERACTIVE: How do you deal with this worry?  

We manage what we can using past history with and without such extraneous events, and make business forecasts so we can better make preparations with the resources. The rest would be harnessing resilient team spirit to be agile to manage the change and minimise big impacts and smoothen out the peaks and troughs with counter activation. 

MARKETING-INTERACTIVE: As a leader, how do you deal with it when your staff tells you the work is creating mental pressure and wellbeing issues?   

Agility and adaptability are part and parcel of our business where we need to move speedily with adaptability and accuracy, so resources are maximised. We also balance work and pleasure through team activities and Work from Home week of the day. We have a billiard table, table tennis, yoga sessions, beer from the tap, free-flow pantry of drinks and snacks so foodpanda team have a good culture of work and play. They work hard and know when they must take a break with their colleagues to be refreshed so they can keep going. 

MARKETING-INTERACTIVE: What keeps you going?  

I've always thought my role is like a DJ, alongside a strong regional team, we work regionally to manage budgets in growth marketing, performance marketing, and CRM. Local marketing leads also report and we have regular discussions to ensure the brand is grounded and relevant locally. We really enjoy the digital nature and speed of the business. The team energy and the fun nature of this everyday use case brand keep me going, we provide convenience to busy work populations so they can alleviate the stress of food preparation and grocery when we make lives simpler and more efficient for them. Helping people keeps me going.  

MARKETING-INTERACTIVE: How do you boost employee morale when facing obstacles/challenges? 

Be positive and be a good example to show all is possible with the right strategy and right channelling of resources. Work fast but work smarter, always think of ways to go around the problem and solve it creatively. When facing obstacles or a gigantic issue, break it down into solvable problem statements, and tackle it with discipline so it does not become a monstrous problem to solve 

MARKETING-INTERACTIVE: Anything else you would like to add 

Work and life balance is important. I love to do sports as the endorphins give me encouragement, and perseverance trains my mind in overcoming obstacles. Discipline is important as there is a long road in front of many of us, and discipline in sports gives us good mental discipline for our work life too. 

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