airasia rewards names head of marketing

Airasia rewards has appointed Cindy Lim as head of marketing, reporting to chief loyalty officer Ong Wai Fong. Lim (pictured) told A+M that she will lead and manage the overall brand and marketing strategy for airasia rewards in Malaysia, Singapore, Thailand, Indonesia, and the Philippines. 

She will also collaborate with the extended teams, such as regional marketing, brand and creative, digital strategy and performance marketing, commercial, analytics, and tech to develop integrated communication plans across all platforms to drive country-level KPIs and partnerships as well as drive regional marketing activities locally. 

"My most immediate task is to analyse and strategise the segmentation and targeting of all our communications via better use of data and machine learning which will not only help to create more effective content for all our comms but also inform us of the kind of value we can offer to both our members and partners," she explained. According to her, this is in line with the company's mission to democratise loyalty points by building airasia points to be the most valuable and widely-used digital loyalty points in consumers’ daily lives.

Lim was previously with global tech company Green Packet as head of brand and PR for a year where she was responsible for rebuilding, rebranding, and relaunching a 20-year-old B2B company to a B2B2C mainstream brand, according to her LinkedIn.

During her time there, she led the strategy and development of the 20th anniversary campaign, led the development and launch of Green Packet's new brand guidelines, and led a cost savings exercise with procurement. Lim is an experienced individual in Malaysia's advertising and marketing scene, having worked at The Coca-Cola Commpany for four years, last helming the role of senior content excellence lead - Malaysia, Singapore, and Brunei. Lim also worked at OgilvyAction, Naga DDB Tribal, Ogilvy, and MediaCom.

Meanwhile, Ong took on the role of chief loyalty officer last December when Spencer Lee, CEO of BIGLIFE, the operator of BIG Loyalty left the company. According to Ong's LinkedIn, she first joined airasia reward in 2020 as head of data during which she led the campaign science/CRM, data science, data engineering, business intelligence, and data analyst teams. She was previously with Celcom Axiata, Standard Chartered Bank, The Coca-Cola Company, AmBank, and CIMB, among others.