Lazada Appoints New Regional Vice President of Brand Management

Lazada has appointed Chloe Fair (pictured) as vice president of brand management within the regional team. She was previously Head of Segment Marketing at NTUC Income. While there, Fair helped establish a segment marketing strategy to drive new customer insights, customer journey design, content strategy, first-party data enrichment and outreach efforts. personalization, his LinkedIn said. This led to increased engagement and lead generation rates with key audiences during the pilot year.

Over the years Fair has worked with brands such as Ikano Group, NTUC Income, Dutch Lady, XBOX and Microsoft.

She also worked with BBH Singapore for nearly four years as Associate Account Manager and then Account Manager. She was responsible for overall account growth and development, the quality of strategic and creative work delivered, maintaining high levels of client satisfaction, and achieving business and profitability goals for both accounts.

Fair was also previously a senior account manager at Wunderman Singapore and a regional marketing specialist at Microsoft. At Microsoft, Fair was responsible for designing and implementing centralized campaigns that leveraged the use of proprietary tools, resources and channels in 11 markets, her LinkedIn said.

INTERACTIVE-MARKETING contacted Lazada for comment.

Fair’s appointment comes shortly after Lazada named Marcus Chew as his group’s CMO. Chew was also from NTUC Income where he served as Director of Marketing for over six years. In his role, he supported the growth of all lines of business through data integration, managed and maximized the effectiveness of marketing investments, and developed direct communications aligned with business direction.

Meanwhile, Lazada was recently ranked among the 10 most talked about brands among Singaporeans, according to YouGov’s 2021 Buzz Rankings. The e-commerce platform also tied for fifth place with Sheng Siong as the most improved brands of the past year.

Recently, Lazada Singapore launched a rebate program offering Singapore shoppers 9% cashback on qualifying purchases for the rest of the year. The rebate program leverages a pool of SG$50 million to support Singapore shoppers, through cash rebates and other platform mechanisms. According to Lazada, the rollout of Lazada’s daily cashback aims to provide relief to those experiencing rising inflation and global food price increases.

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Cathy W. Howerton