Malaysia Airlines’ (MAB) head of global marketing Schrene Goh (pictured) is leaving the company, A+M understands. MAB declined to comment on Goh’s departure.
During her time at MAB, Goh was part of the team that conceptualised and launched the brand campaign “Malaysian Hospitality Begins With Us”, to reinstate and demonstrate that MAB is the national icon and represents Malaysian hospitality on behalf of the nation to all its guests and customers. M&C Saatchi, m/SIX and Reprise Digital were involved in the campaign.
Goh joined the airline in 2016 from U Mobile where she was previously the head of marketing, communications, brand and digital for over a year. Prior to U Mobile, she was with AirAsia for over six years, helming the roles of head of marketing and marketing manager for the entire ASEAN network including the India market.
Last December, MAB said it experienced a “challenging” third quarter with stiff competition, rising fuel prices and adverse foreign exchange movements, further exacerbated by crew shortages, especially in July and August. Meanwhile, its continued focus on improving customer experience and enhancing the product offering has seen a 7% year-on-year increase in customer satisfaction index, with its net promoter score increasing by 21 points during the period.
The airline also bolstered its digital strategy with the launch of its WhatsApp Business solution to enable customers to receive their flight booking confirmation and flight status. This came months after it revealed three digital initiatives – MHguardian, MHfeedback and Facebook messenger bot called MHchat.
Women in marketing: Female leaders in Malaysia share their experiences
What are Malaysian marketers focusing on in 2019?
Building on brand love in the digital era
An insight into the ROIs Malaysia Airlines has set for its new chat platform
Malaysia Airlines group CMO Arved von zur Muehlen exits
Malaysia Airlines tugs at heartstrings with CNY reunion video
Malaysia Airlines reminds consumers about Malaysian hospitality
Malaysia Airlines sees slow and steady increase in customer satisfaction