CtrlShift’s Diana Boo takes up country head role for iflix Malaysia

Diana Boo (pictured) has been appointed as the new country head of iflix Malaysia and Brunei. Boo was last head of publisher solutions of Southeast Asia at CtrlShift, an independent data driven audience focused company.

She reports to iflix head of Asia, Jonas Engwall. During her three years with CtrlShift, she identified opportunity, defined and implement business strategy; including but not limited to publisher solutions for marketers, digital marketing solutions, advisory on programmatic adoption and deployment, data management and custom audience solutions, as well as yield optimisation strategy.

According to her LinkedIn, she lead the Publisher Solutions team, consisting of exclusive media partnerships with global publishers and strategic innovation.  Publisher Solutions include exclusive partnerships with Spotify and Linkedin in Malaysia, Indonesia, Philippines and Thailand (SEA).

She also spent nine years with Better Digital Solutions, last holding the role of regional director of publishers and partners. She collaborated with publishers to develop creative ideas including formulating fresh strategies, providing localised market insights and driving increase in sales through innovative customised ideas and brand relevant solutions.  She has also worked with the likes of MPYR and Saatchi & Saatchi in Malaysia.

“We are seeing incredible growth and adoption in streaming media and Malaysians are some of the savviest consumers in the region when it comes to digital content. I am incredibly excited to spearhead the next stage of iflix’s growth and transformation,” Boo said.

“I am confident that [Boo’s] extensive industry experience will be hugely advantageous as we continue to accelerate our rapid growth in the region. She has an outstanding track record within the digital technology space and will be invaluable to iflix, taking the brand to greater heights for Malaysia,” Engwall added.

Last year, iflix saw the exit of its Malaysia CEO Azran Osman-Rani and the company was looking for his replacement.

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