Entropia Sentient hires new engagement director for eCommerce push

Entropia Sentient, Entropia's data marketing arm, has appointed Kelferd Hor (pictured) as its engagement director, eCommerce, to boost the agency's competence in eCommerce. In his new role, he will be leading Entropia’s end-to-end eCommerce offering across its regional markets amid this shift in the retail industry. Hor will report to Sourabh Agrawal, partner at Entropia. In a statement to A+M, Entropia partner Sourabh Agrawal said this is a newly-created role, and Hor will be leading a team of 12 people.

Hor said his focus as engagement director, eCommerce, will be to reshape how clients operate and transform Entropia into a digital game changer. "This will entail forging strategic partnerships with like-minded organisations, assisting brands with implementing full omnichannel solutions for eCommerce digital transformation projects, and ultimately, replicating this success for new markets,” he said. Entropia's spokesperson told A+M that the agency is looking to expand further into Philippines and Singapore, and will be on the lookout for any other opportunities in other ASEAN countries where digital and eCommerce penetration is high.

Hor has 10 years of experience includes a stint as part of the early Lazada team, and involvement in companies such as online flash sale website Dealmates, online marketplace LivingSocial, and gaming company Migme Limited. He was previously from data company Fusionex, where he helped define and develop digitalisation and growth strategy in the online retail, loyalty reward, finance, and insurance industries.

Agrawal said Hor's expertise will shape clients’ direct-to-consumer trade strategies and eCommerce channels, and will be pertinent considering the massive hit some clients have taken because of the COVID-19 movement control order in Malaysia. “With one of the highest internet and mobile penetrations in Southeast Asia, the eCommerce industry is bound to see an upward trend in Malaysia this year," he added.

Prashant Kumar, Entropia founder and senior partner, said Hor's experience allows him to help clients make the best of their channel diversity, and in the process, generate sustainable growth. He added that urgency for companies to figure out their eCommerce play is brought to focus by the COVID-19 crisis.

Hor's appointment comes one week after Entropia appointed Vamsi Vanka to lead its tech consulting division under Sentient, and articulate the digital transformation needs of Entropia’s clients. As principal, tech consulting, Vanka is also responsible for evolving clients' strategies to deliver the best customer experience to their consumers, and defining digitisation roadmaps to move them from legacy technology system to friction-free digital state. 

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