Bata elevates Malaysia's head of marketing to dual Malaysia–Singapore role

Footwear retailer Bata has expanded the remit of its head of marketing for Malaysia, Iman Zulkifli, to also lead Singapore in a dual-market role.

Iman, who was appointed Bata Malaysia’s head of marketing in July 2024, first joined the brand in 2022 as a regional marketing project manager for APAC. She previously held positions at Media Prima, including head of audience for Gen Z, and roles at Fly FM, Ais Kacang, Likely, Studio8, TV3, and TV9, as well as stints at Voila, Don’t Panic/Aesthetics, Astro, and Hotshoes Malaysia.

Officially stepping into her expanded role in November 2025, Iman now oversees brand, retail marketing, CRM, digital, social, visual merchandising, and customer service across both markets.

Beyond the title, she sees the role as a chance to redefine what Bata stands for: “The real job is to rebuild what Bata stands for. In product, in experience, and in culture. We want every interaction to feel intentional, modern, and considered. Whether a teen discovers us on TikTok in KL or a commuter buys work shoes in Singapore, the reaction we’re aiming for is: ‘This is Bata now?’”

Don't miss: Bata Malaysia and artist Arif Rafhan blend heritage and art for exclusive Raya packets

Iman emphasised that while Malaysia and Singapore are geographically close, they are very different markets. “My goal isn’t to force sameness; it’s to create one brand truth expressed in two distinct ways. Singapore is intentional and fast. Malaysia is expressive and value-smart.

The magic happens when customers feel like the brand understands their world, not a generic Southeast Asian consumer.

"That’s where marketing becomes meaningful," she said. Looking ahead to 2026, Iman said the focus will be on reinvigorating curiosity and redefining Bata’s value proposition. “2026 is the year we stop being modest about our strengths. Value-driven doesn’t mean low-end. Comfort doesn’t mean boring. Heritage doesn’t mean outdated."

"Our job next year is to tell real product stories and elevate the shopping experience, make people look at Bata and think, ‘I didn’t expect this.’ That spark is what will power our next chapter," she added. 

Iman will report directly to Rabi Hasnabi, Bata's managing director of Singapore and Malaysia. 
 

Iman’s expanded role comes after Bata Malaysia country manager Rabi Hasnabi (pictured far right) was promoted in June to managing director for both Malaysia and Singapore. The move reflects a broader company restructure, consolidating the previously separate country manager positions into a single MD role overseeing both markets.

He had been the country manager of Malaysia for a year and a half. Prior to that, he was the country manager and head of franchising for APAC based in Singapore. Hasnabi also spent four years as the country manager for Singapore. 

“We’re entering a new era for Bata. One where the brand, the product, and the experience finally move in the same direction. Singapore is our biggest opportunity for reinvention, a market waiting to be upgraded. Malaysia is our anchor—strong, familiar, and full of momentum.” Hasnabi added that the aim is to align the fundamentals first. “A sharper brand. A stronger, more modern product story. A shopping experience that feels warm, seamless, and unmistakably Bata."

When we get those fundamentals right, growth isn’t forced, it becomes inevitable.

In a parallel move, the Czech brand has also appointed former Ecco CEO Panos Mytaros (pictured centre) as its new group CEO, succeeding Sandeep Kataria. The appointment, made in September, marks four months since Mytaros assumed the role. Prior to joining Bata, he spent nearly 30 years with Ecco, bringing extensive industry experience to his new position.

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