Danny Chin (pictured), former CMO at redONE Malaysia, a postpaid mobile virtual network operator, has joined Carsome as group CMO. The role is a newly created one at the online used car platform.
In his new role, Chin will lead all Carsome’s brand marketing, consumer marketing and trade marketing activities across the region with offices in Malaysia, Singapore, Thailand and Indonesia. He will be reporting to the group CEO and co-founder, Eric Cheng. At redONE, Chin’s responsibilities included the growth of the consumer brand strategy, product marketing, retail marketing and consumer engagement. A+M has reached out to redONE on Chin’s replacement.
He has about 18 years of advertising and digital experience, working on accounts from various industry categories such as telco, consumer electronics, airline, FMCG, financial, entertainment, luxury, automobile, beauty and retail. Chin has experience on both the client and agency side. He started off his career at UM Malaysia, where he led the digital marketing services division before moving on to establishing and running new business units in the digital front at Omnicom Media Group Malaysia.
Thereafter, he joined Huawei Technologies (consumer business group) as country marketing director in Malaysia before being promoted to regional marketing director. In that role, Chin led regional brand strategy and marketing communication across seven countries including Malaysia, Singapore, Indonesia and the Philippines.
Chin said Carsome is “a great company” with strong values, an inspired vision and an innovative service that empowers its community”. He added: “I look forward to helping Carsome and the teams to continue driving the Carsome brand, while focusing our efforts to expand into more cities across Malaysia and new countries regionally such as Philippines and Vietnam.”
Meanwhile, Cheng said Chin’s senior leadership position is key for its business growth as the brand continues to provide convenience to customers across the region. According to him, Chin’s marketing expertise, regional experience and brand know-how puts him in the most suitable position to elevate Carsome to greater heights.
““Throughout his career, Chin has demonstrated his ability to successfully execute innovative and award-winning marketing campaigns. He’s a natural fit to our team and to lead the marketing teams across the region as we continue to drive positive momentum in the business,” Cheng added.
Over the past year, Carsome has been focused on educating customers about the company’s “one-stop” selling service and how it is the better way to sell their cars. Of the various marketing efforts, the ongoing “Choose Carsome” campaign by the brand revolves around car-selling advocacy, where genuine customers have been featured on billboard ads around Klang Valley. Furthermore, its radio jingle has also drawn Malaysians’ attention to the #badadadumchallenge.