Diana Boo is stepping down from her CMO role at Lazada Malaysia two years after she joined the team from iflix in 2019. Her last day is understood to be 4 June and that there is no immediate replacement. Lazada confirmed the move to A+M thanking Boo for her contributions, adding that the team is in the midst of evaluating candidates for her replacement.
When speaking to A+M, Boo said having spent two years with Lazada she felt it was time to move on an pursue another job. "There was an interesting job offer which I wanted to try out having spent two years with Lazada," she said without sharing more on her new role.
Boo told A+M that eCommerce offered her a new perspective. About a month after she joined, Lazada unveiled its new brand identity in June 2019. According to her, one of her memorable moments was overseeing the new brand launch. Other memorable campaigns also included its 11.11 campaign in 2019 and its seller conference, WeCommerce, in 2019 which Boo said is "one of [Lazada's] most successful seller conference.
"COVID-19 pushed us to the maximum when it came to supporting local businesses and the community. For our birthday campaign, we turned it into a 'Keep Calm Shop From Home' campaign overnight and we even turned a live concert onto one which can be viewed from home," she said. All these efforts culminated in the last campaign that Boo did together with her team - Lazada's Surprise Birthday Sale in March this year. Lazada's marketing team planned a surprise cake drop for Shopee Malaysia and other brands including Boost, Touch 'n Go, realme, and Durex. The cake came in the shape of its logo that resembles a heart. The eCommerce platform previously explained in an Instagram post that it wants to share joy and love with its friends and neighbours, adding that if food represents the language of love, cake is the greatest love of all.
Currently, Lazada's marketing team has around 50 individuals and Boo said the pandemic has taught the team to keep abreast of consumers' needs. "It is about having compassion and giving back to the community and supporting local businesses," she said. According to her, COVID-19 has made it even more necessary for brands to localise their campaigns. One of her proudest moments was when Lazada Malaysia opened a virtual store to link farmers in Cameron Highlands with homebound Malaysians. As soon as the team heard about the large amounts of produce in Cameron Highlands going to waste as a result of the COVID-19 lockdown, Boo said the team worked to connect the farmers to its platform and helped the farmers sell their produce to Malaysians.
"I think the Lazada team is amazing because we are able to live, deliver and support the local community. As a result of COVID-19, consumer behaviour has also changed. A lot more people buy more local now than before. Moving forward, thinking about what we can do to support local businesses is something I will continue to build on [in my career]," she added.
Separately, Boo also walked away with gold for Marketing Innovator of the Year and silver for CMO of the Year at A+M's Marketing Excellence Awards 2020. The brand was also crowned "Marketer of the Year", bagging five gold and two silver trophies.
Before Lazada, she was former country head of iflix Malaysia and Brunei, during which she managed the lines of business for Malaysia and Brunei, from partnerships/business development, content management and content programming to content marketing and ad sales/branded content. Boo was also previously head of publisher solutions of Southeast Asia at CtrlShift.
Lazada’s ‘new retail’ showcase recognised for bridging offline-online gap to deliver innovative experiences for its shoppers
Analysis: Does Lazada's integration of ComfortDelGro taxi rides signal super app ambitions?
Lazada picks PR partner to deliver on regional duties
Lazada Malaysia adds new PR partner to cart after evaluating 5
Lazada checks out with Marketer of the Year trophy at #MarketingExcellenceAwards 2020 Malaysia