Nando's MY head of marketing steps down after 15 years

Nando's Malaysia's head of marketing Elaine Chiew (pictured) has stepped down from the role after 15 years. 

In a conversation with MARKETING-INTERACTIVE, Chiew said that leaving Nando's Malaysia was not an easy decision. 

"I started my journey at Nando's Malaysia 15 years ago at a very young age and made my way up to become its head of marketing through my work in building the brand to what it is today in Malaysia," said Chiew.

"Nando's as a brand, has very clear and grounded brand values and brand personality. I've learned a lot working with such a strong brand. After 15 years, I feel that it's time for me to make a move and take my knowledge elsewhere."

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In her new role, Chiew hopes to be able to drive impactful branding and marketing strategies that create enduring value for the brand and grow the business. 

Additionally, she looks forward to sharpening her leadership skills and inspiring young marketers to find joy and passion in brand building. 

Chiew started her career at Nando's in 2008 as a marketing executive and then became a regional digital marketing manager in 2010. She stayed in the role for over four years before becoming the brand's senior brand and digital manager from October 2014 to September 2016. 

She later took on the role of senior marketing manager from September 2016 and was promoted to head of marketing in July 2022. 

During her stint at Nando's Malaysia, Chiew developed successful campaigns for the brand including "Recelebrate 2020" and "Nando's juiciest secret."

"I've always attributed my achievements in building such a unique and strong brand voice for Nando's Malaysia to the strength of the South African brand itself - apart from having a great team and agency partners," said Chiew. 

Before Nando's, Chiew was a marketing research executive at Marcus Evans. At Marcus Evans, she created awareness among potential customers of the existence of events through verbal communications and conducted research on various sources.

Her successor at Nando's is yet to be decided, according to Nando's in a conversation with MARKETING-INTERACTIVE. Meanwhile, Chai Hui Fung, chief commercial officer, Nando's Malaysia will momentarily step in to lead the team. 

Chai said that Chiew was a pioneer in many Nando's Malaysia marketing endeavors and that she demonstrated "great passion" and commitment to enhancing the Nando's brand both internally and externally.

Chiew was also responsible for bringing Nando's presence to the digital space and establishing the brand's social media platforms and loyalty programme.

"The growth and development of our people is something we take pride in. We empower and equip everyone to own their development and grow at their own pace to be the best versions of themselves – personally and professionally," said Chan. 

"We cannot be prouder of Chiew and sincerely wish her the very best in her future endeavours. We’re confident that she’ll continue to grow and shine brightly in her future career pursuits while keeping the Nando’s fire burning in her belly."

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