Lotus's brand and loyalty head Sammy Chan joins SEEK Asia

Lotus's brand and loyalty head Sammy Chan joins SEEK Asia

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Sammy Chan, Lotus's Malaysia's head of brand and loyalty, has left to join SEEK Asia as country marketing head for Malaysia. As SEEK Asia's country head of marketing in Malaysia, Chan (pictured) looks after the overall brand and marketing efforts to drive country-level KPIs as well as drive regional marketing efforts locally. She reports to regional head of marketing Kenny Tang, who in turn reports to CMO Jane Cruz-Walker.

"My vision for this role is to allow everyone to connect with the jobs that they want and realise their dreams through our platform. I also want hirers to be able to find their candidates to help drive their business. Both parties are of utmost focus to us," she told A+M.

Chan was with Lotus's over five years when it was still previously known as Tesco. In her role, she led branding, marketing, and strategies across brand communication, digital, eCommerce, Clubcard loyalty programme, and local store strategies. 

"I spent five and a half years at Lotus's and was rather sad to leave because the team was like my family. However, I have learnt a lot from my time at Lotus's and after five and a half years, I decided to try out a different industry. A good opportunity from SEEK Asia came about and I decided to jump on it," she told A+M. A check by A+M on LinkedIn found that Deon Lee has joined Lotus's as head of brand marketing. Lee has experience in marketing, media, and agency having worked at BLoyalty, GroupM, and Astro. A+M has reached out to Lotus's for comment.

According to her, she enjoyed the campaigns she did at Lotus's during the pandemic, and this formed one of her memorable initiatives with the company. The campaigns included a cheeky grocery guide for husbands during their shopping trips and a picture of herbs for confused consumers during the MCO. Chan was also involved in ensuring that the groceries were efficiently delivered to all Malaysians 

The other memorable initiative for Chan was the transition from the Tesco brand to Lotus's. Last February, Tesco Malaysia was renamed Lotus's Malaysia after its parent company sold its business in Malaysia and Thailand to Charoen Pokphand Group for US$10.6 billion last year to "further simplify and focus the business". In fact, just this month, the company finally completed the rebranding of 62 former Tesco stores and its adoption of technology platforms.

"Tesco was a long-standing brand in the country and the change made the experience an interesting one for me because it offered a new feel. The brand was also more delightful and cheerful so that was fun to work on," she said.

Before Lotus's, Chan was head of digital integration at Astro Radio for two years and also worked on the agency side at Chatter Chimpz and Naga DDB Tribal. She explained that her time in the agency, media, and retail marketing scene has given her invaluable experience. "I'm like a jack of all trades. I managed to cover a wide spectrum across the marketing sector, including loyalty, and retail marketing also trained me well in terms of agility and speed. These were good stepping stones for me," she added.

Moving forward, Chan believes it is important for individuals and companies to focus on building up their digital skillsets, especially since the digital and tech industry is garnering more attention these days. "Digital marketing, which used to be a standalone pillar in marketing, is now the driving force in the industry," she said.

In recent times, digital skillsets are growing increasingly important, especially since the digital and tech industry is garnering more attention and companies begin to pivot their business models. If anybody wants to explore other fields, that would be one area they should look out for, even in marketing. Digital marketing, which used to be a standalone pillar in marketing, is now the driving force in the industry.

Related articles:
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Tesco unveils new branding in Malaysia after CP Group acquisition
#LEAwards 2020 highlight: Tesco Malaysia's push to go beyond vouchers and coupons to retain loyalty

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