Celeste Koay heads to Indonesia's Cinemaxx as CMO

Marketing veteran Celeste Koay (pictured) has been appointed as the chief marketing officer (CMO) of Indonesia's cinema chain Cinemaxx Global Pasifik (Cinemaxx), effective November 2017. She will be based in Jakarta, responsible for the "ongoing evolution" of the Cinemaxx brand.

Confirming the move exclusively to A+M, Koay explained that this includes ensuring the brand meets "demands of the ever-changing market place in Indonesia by creating and implementing unique brand and marketing strategies in line with the company’s commercial objectives."

She reports to Cinemaxx CEO Gerald V. Dibbayawan, who was previously the CEO of TGV Cinemas in Kuala Lumpur, before joining Cinemaxx about six months ago.

Prior to Cinemaxx, Koay was Sime Darby Property's general manager for brand and digital, a role she assumed in August this year. In this role, she was primarily tasked to revitalise the brand and its digital presence in a “hyper-competitive” industry. She reported to Clare Kenny Tipton, Sime Darby’s chief marketing and sales officer.

Before Sime Darby, Koay was the general manager and head of marketing for TGV Cinemas in Malaysia for four years. She was the principal architect for the company’s brand and marketing transformation. This includes achieving incremental market share growth, loyalty marketing, customer experience, partnerships, branding as well as public relations.

Koay's notable work at TGV Cinemas included the launch of the MovieClub loyalty program, the Ultimate Movie Buff campaign as well as, the first cinema in the world to bring snow into a movie theatre for Frozen Sing Along. She also launched other in-store marketing and movie promotional activations for the brand. Before TGV Cinemas, she was the vice president of digital marketing and services at YTL Communications.

"I came back to entertainment because I love the dynamics and vibrancy of the industry, and the brand opportunities and connection Cinemaxx can make with the customers. What further excites me with this role is that I am in Indonesia, a very promising and diversed 260 million nation that loves movies," Koay said.

Cinemaxx is owned Lippo Group, one of Asia’s largest and most diversified conglomerates, according to its official website. The group also operates globally, providing property development and management services. It was founded by Indonesia prominent tycoon Mochtar Riady.