Magnus Ekbom is leaving his position as Lazada Group’s chief strategy officer, MARKETING-INTERACTIVE understands. Ekbom (pictured) was part of Lazada Group’s founding team in 2012, and was responsible for the group’s long-term strategy development as the Southeast Asia flagship platform of Alibaba Group.
A spokesperson from Lazada shared with MARKETING-INTERACTIVE that moving forward Ekbom will remain an advisor to James Dong, Lazada Group CEO. “We can still tap into his experience and deep knowledge of the industry,” she added.
Ekbom has held multiple roles within the organisation. In 2021, he was appointed acting chief executive officer of Lazada Malaysia in addition to his existing responsibilities. He previously served as chief executive officer for Lazada Group’s business in Indonesia until 2016.
Prior to co-founding Lazada, he was working for the investment group Kinnevik and later Rocket Internet. Most recently the brand also launched a new proposition, "Add to Cart. Add to Life." to reflects its belief that eCommerce can add to the lives of consumers. The new brand proposition will be complemented with the launch of a curated interactive live content series, LazLive+, that aims to bring together recognisable, authentic and trusted experts to share fresh tips and skills with shoppers.
Lazada’s brand campaign will roll out in Singapore, Malaysia, Indonesia, Thailand, Vietnam, and the Philippines. Additionally, it will run across mediums including a 30-second film, OOH, a series of key visuals, influencer engagement, topical social media activation, and other creative executions.
Meanwhile, in 2019, the eCommerce marketplace refreshed its brand identity with a new logo sporting a heart logo mark. It also launched a regional campaign themed "Go Where Your Heart Beats" and the repositioning was supported by Lazada’s “shoppertainment” strategy. That refresh was the first for the brand in five years previously, since the update of its tagline to "effortless shopping" in 2014.
Meanwhile, Lazada has also sought to support sustainable practices in the digital commerce ecosystem through its LazEarth campaign. Launched in April, the campaign focused on reducing plastic waste in its products and packaging.
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