NP Digital elevates Malaysia leadership amid regional growth push

NP Digital has strengthened its Malaysia leadership team with the promotion of Marcus Siow (pictured left) to country director and Ryan Foo (pictured right) to general manager, as the performance marketing agency looks to build on strong growth across Southeast Asia.

In his new role, Siow will lead NP Digital’s Malaysia business and focus on growing market share through data-driven solutions tailored to Southeast Asian consumer behaviour.

Siow brings more than a decade of experience in digital marketing and business development to the role. He spent 11 years at SearchGuru, progressing from head of travel to associate director, director and ultimately senior director of business development, before taking on the country director role at NP Digital in July 2026. Earlier in his career, he was head of digital marketing at Sunway Resort Hotel & Spa, where he led integrated digital marketing efforts across search, social media and other digital channels.

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Meanwhile, Foo brings more than six years of experience across digital marketing and media, having joined NP Digital in 2025 as group account director before being promoted to general manager in July 2026. Prior to NP Digital, he spent three years as business director at Wavemaker Malaysia and two years as business director at FOR iT Digital, an ASEAN-based digital marketing and marketing technology company.

As general manager, Foo will oversee Malaysia operations and account management, with a focus on integrating emerging search frameworks such as generative engine optimisation (GEO) and technical AI discoverability into client campaigns.

The leadership changes come amid strong regional growth for NP Digital, which secured 26 new client wins across Southeast Asia, Hong Kong and Taiwan in the first half of 2026. The agency has seen growing demand for full-funnel performance marketing and AI-driven search strategies, with new business spanning sectors including FMCG, insurance, education, healthcare, financial services, travel and hospitality, and non-governmental organisations. 

According to the agency, new clients have engaged it across search engine optimisation (SEO), GEO, paid media and conversion rate optimisation (CRO), reflecting growing demand for full-funnel strategies as search behaviour evolves.

In addition, NP Digital said the search landscape has increasingly moved beyond traditional link-based rankings, with brands now having to consider how their content and digital presence are surfaced through AI-generated answers.

“Southeast Asia continues to be a critical growth engine as brands navigate the massive shift toward GEO and AI-first search models,” said Dan Kalinski, managing director, APAC at NP Digital.

“Welcoming 26 new client partners in H1 proves that our performance-first, consultative approach is resonating strongly across diverse sectors. By expanding our regional footprint and strengthening our leadership in key markets such as Malaysia, we are building an ecosystem that enables enterprise brands to lead in the AI-driven digital economy," he added. 

Looking ahead, NP Digital said it will focus on scaling its data-driven performance solutions and AI search frameworks across APAC to help businesses navigate digital transformation and changing consumer search behaviours.

The Malaysia appointments also build on NP Digital’s broader regional momentum. In January, NP Digital Australia reported its strongest performance on record, securing 22 new clients in the second half of 2025 and recording more than 25% year-on-year revenue growth. More than 70% of those new engagements were signed as multi-year, multi-channel retainers, as brands increasingly turned to the agency for AI-led search strategies, SEO, paid media and conversion rate optimisation.

The agency has since continued to position AI at the centre of its performance marketing offering, including through zero-click search optimisation, structured data readiness and tools such as Ubersuggest and AnswerThePublic. 

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