Lazada's SVP of brand managment Richard Que takes on APAC role at Facebook

Richard Rubnan Que is joining Facebook as head of platforms marketing, Asia Pacific, MARKETING-INTERACTIVE understands, reporting to Sunita GR, head of platform brands (Facebook, Instagram, WhatsApp, Messenger) and programmes marketing. Que (pictured) was previously with Lazada as SVP, brand management role for a year. Lazada and Facebook declined to comment on MARKETING-INTERACTIVE's queries.

According to a job listing seen by MARKETING-INTERACTIVE, the head of platforms marketing, the Asia Pacific role involves developing, driving and managing the business marketing (B2B) for key platforms such as Facebook, Instagram, WhatsApp, and Messenger. The role is tasked with leading a team of experienced marketers with the goal of driving the platforms and products to grow with Facebook. Additionally, the individual will be required to provide strategic marketing direction on platforms, create strong marketing programmes and also support with compelling product marketing communications.

Collaborating and working closely with the product marketing counterparts, this individual is required to possess experience in core, strategic brand marketing and have excellent stakeholder influence.  Furthermore, this individual will also be collaborating with the wider marketing team, pushing the overall marketing agenda of the organisation, the job listing said. Balancing effectiveness and efficiency, the role is also required to define and manage ongoing operational models and partnerships between the regional team, in-market and global teams. 

According to his LinkedIn profile, Que has over 15 years of global, regional and country strategic marketing experience. From dynamic start-ups to complex MNC environments, he touts himself as an individual with a proven track record in end-to-end brand, portfolio strategy formulation, execution and among others. 

Before Lazada, Que helmed the director role for brands and loyalty marketing at Hilton for a year. According to his LinkedIn, Que was responsible for crafting the brand positioning and story, marketing planning activities, campaign execution, and also served as the voice of Asia Pacific in the global development of the brand's marketing. Prior to that, he spent four years at L'Oréal as marketing director and senior marketing director. 

Separately, Facebook is doubling down on its efforts in the metaverse, recently investing US$50 million in a XR Programs and Research Fund for a period of two years to build the metaverse responsibly. Through this fund, Facebook will collaborate with industry partners, civil rights groups, governments, nonprofits and academic institutions to determine how to build these technologies responsibly. Among them include Seoul National University, National University of Singapore's Faculty of Law's Centre for Technology, Robotics, Artificial Intelligence and the Law, as well as The University of Hong Kong.

According to Facebook, the metaverse is a set of virtual spaces where users can create and explore with other people who are not in the same physical space as them. They will be able to hang out with friends, work, play, learn, shop, create and more.

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