Former Pizza Hut marketing director Jayss Rajoo joins Louis T Collection

Louis T Collection has appointed Jayss Rajoo (pictured), formerly director of marketing and food innovation at Pizza Hut Singapore, as director of brand equity, taking on a newly created regional role spanning four brands across Singapore, Cambodia and Thailand.

In the role, Rajoo will oversee brand and commercial growth across the hospitality management company's portfolio, with a remit covering brand strategy, customer growth, digital, CRM, performance marketing, customer experience and new growth opportunities.

She will work closely with the CEOs and general managers of Louis T Collection's individual businesses, which include Harry's Singapore, Mantra Koh Samui and SAOL, across the F&B, hospitality and wellness sectors. Rajoo reports directly to Louis T Collection CEO Steen Puggaard.

Speaking to MARKETING-INTERACTIVE, Rajoo said the position is designed to be hands-on rather than focused solely on group strategy, with the practical use of artificial intelligence also set to be a key priority.

"A big area I also want to push is how we use AI practically across the businesses. Not AI for the sake of saying we use AI, but where it can genuinely help us move faster — from customer insight and content creation to CRM, testing, reporting and decision-making," she said.

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Explaining her move to Louis T Collection, Rajoo said she had spent most of her career working within individual brands and saw the new role as an opportunity to apply what she had learnt across a broader portfolio.

"What attracted me was that the role goes well beyond marketing. I can work across brand, customer, digital, technology and commercial growth, across very different businesses and markets," she said.

"It also gives me the opportunity to test and build new ways of working, particularly around AI, automation, customer data and how marketing teams can work much faster and smarter," Rajoo added.

Moving forward, Rajoo said her focus will be on growing the businesses and making their brands more relevant to the customers they want to attract. This includes bringing in new customers, increasing repeat visits and frequency, strengthening direct customer relationships and ensuring marketing translates into commercial results.

She also plans to explore how AI can support customer insights, creative development, testing, CRM, personalisation and reporting, while retaining human judgement and brand thinking.

With four brands under her remit, Rajoo said there is also an opportunity to share learnings across the portfolio when relevant, while avoiding a one-size-fits-all group marketing model.

"Each brand and market is different. The aim is to build better systems and stronger capabilities across the group while keeping each business locally relevant," she said.

Rajoo was previously director of marketing and food innovation at Pizza Hut Singapore, where she had been since 2020. She initially joined as head of marketing and food innovation before stepping into the director role in 2022, overseeing brand, digital commerce, CRM, customer growth and food innovation.

Prior to Pizza Hut Singapore, Rajoo held regional leadership roles with 4FINGERS and Little Caesars/Palm Tree Foods, working across Singapore, Malaysia, Australia and other markets.

Earlier in her career, she held roles at Shangri-La Hotels and Resorts, JP Pepperdine Group and Fish & Co. Rajoo has spent about 25 years working across marketing, digital commerce, innovation and commercial roles.

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