Shopee MY's marketing lead Rachel Tan joins lifestyle brand Oxwhite

Shopee Malaysia's marketing lead Rachel Tan has joined eCommerce lifestyle brand Oxwhite as head of business. Tan (pictured) told A+M that she will be leading the company's business growth and all marketing opportunities. 

"I have always enjoyed growth marketing, especially if the company that I am with is at its infancy. Being able to shape things and mould them into the push factor for growth motivates me. I hope to be able to do the same and drive growth for this local startup," she added.

According to her, Oxwhite operates on a direct-to-consumer model, providing premium quality products from business wear to casual wear, home and living essentials at an affordable price. In addition to her new role, Tan will also focus on her publishing company In Real Life Media, curating personal stories with the aim to inspire others through real life experiences. She also aims to use the platform to help grow businesses and aid SMEs in building their digital presence and marketing capabilities.

In a statement to A+M, Oxwhite's founder CK Chang said with Tan's expertise in Shopee and Nuffnang, she will be able to help the company grow in areas that it has yet to explore.

"As a brand, Oxwhite aims to improve its offerings to become the e-retailer of choice for Asians who want to look good and feel good affordably," Chang said. He explained that when Oxwhite first launched in Malaysia in 2018, it started with a single hero product - a classic white shirt. Since then, the brand has expanded its selection to offer a wide array of products tailored to the daily needs of the modern Asian consumer, from business wear to casual wear, and from travel to home and living essentials.

"In the near future, we hope to bring more good quality products to our customers at an affordable price. With help from Tan, we are one step closer to achieving our vision," he added.

During her time at Shopee, Tan led the marketing team locally and was responsible for all marketing implementations and business strategies. She also managed, groomed and hired a team of marketing associates, event planners, graphic designers, campaigns, PR and social media strategists, according to her LinkedIn. This was done while identifying opportunities in campaigns, influencers, social media, PR, partnerships, events, video production, creative, community and content.

Tan told A+M that as marketing lead, she most recently focused on talent. "I thoroughly enjoyed working with the team to always come up with new initiatives to help us grow. In my latest focus in the talent department, we worked with A-listers such as Neelofa, Siti Nurhaliza and many more to help drive more sales for their brands on Shopee. We also partnered with them for marketing campaigns which included live streaming on Shopee and social media postings," Tan said.

She added that the team constantly tries to push boundaries to deliver campaigns and initiatives that would get us more exposure. In a statement to A+M, Shopee's spokesperson thanked Tan for her contributions over the past four years. "As one of the marketing leads in Shopee who handled the talent portfolio, Tan mainly looked after our Shopee Celebrity Squad programme. And now as she embarks on this new journey, we wish her the very best," the spokesperson added.

Separately in a LinkedIn post, Tan said she has had the pleasure of crossing paths with her colleagues and business partners during her time at Shopee. According to Tan, there were many firsts at Shopee. They included the first time launching an eCommerce app in Malaysia and achieving the top shopping app spot in Google Play and App Store in less than two years; and the first time planning numerous big campaigns which saw the company consistently grow month on month.

"We have expanded to a huge team today since we started out from a mere seven-man team in marketing when I joined. Shopee will always have a special place in my heart. Thank you for the memories," she added. 

Prior to Shopee, Tan worked for Netccentric for about six years and last helmed the position of country manager for Nom Nom Media in Malaysia. In that role, she was responsible for running the Malaysian market and ensuring further growth of Nom Nom Media. Nom Nom Media is the exclusive reseller of publishers such as Nuffnang Malaysia, Churp Churp Malaysia and ReelityTV.

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