Daniel Koo steps up as Shangri-La Circle's head of marketing and performance marketing

Shangri-La Circle's vice president, head of digital Daniel Koo (pictured) has taken on an expanded role as Shangri-La Circle's head of marketing and performance marketing. He will be reporting to Andrea Wong, senior vice president, group marketing and communications, Shangri-La Group by end of December.

This role was created to reflect Shangri-La’s vision to blur the traditional lines between digital product and marketing, said Koo in a conversation with MARKETING-INTERACTIVE. "Today’s consumers experience brands holistically — they don’t separate product experience from marketing communication, and neither should we. This new role is a natural evolution — it’s about breaking silos so that technology, creativity, and customer insight work together to fuel growth."

The key objective of the role is to bring the brand's digital platform, loyalty marketing, and performance marketing under one strategic umbrella — driving a more seamless connection between product experience and customer engagement, he said.

"By integrating these areas, we can deliver more personalised, data-driven, and impactful digital experiences that not only attract but also retain and reward our customers. It’s not just about clicks or conversions — it’s about creating meaningful, lasting connections with our customers through every digital touchpoint."

In this newly created role, he will oversee the full digital ecosystem — from the brand's website, app, WeChat mini programme and platform innovations, to how it drives growth through loyalty programmes and digital marketing including performance marketing.

"My focus is on aligning product experience with performance outcomes, ensuring that our digital investments don’t just perform well individually, but amplify each other. My role is about connecting the dots — turning digital data and user insights into smarter experiences and stronger business results," he added.

"The future of digital isn’t product or marketing — it’s both, seamlessly working together to inspire action and loyalty. After all, digital success today isn’t about having the best product or the loudest marketing — it’s about creating an ecosystem where the product experience and the marketing message reinforce each other every single time," he added.

Most recently, Shangri-La appointed Publicis Media to handle its integrated strategic media buying and planning duties for its subsidiary brands globally, MARKETING-INTERACTIVE understands. 

This follows a pitch earlier this year, with Publicis chosen for its track record in delivering innovative media solutions and its deep understanding of the global market dynamics. Under the new two-year deal, Publicis will be tasked with handling media buying across all markets for the brand. 

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