SEA social commerce platform SuperMom promotes Lynn Yeoh to CEO

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Southeast Asian family-focused AI social commerce platform, SuperMom, has promoted executive director, Lynn Yeoh to CEO. Yeoh (pictured) will lead the growth of the platform in terms of regionalisation, users growth, and B2B customers engagement. As CEO, she will also be working closely with SuperMom's founder and chief strategy officer, Joan Ong, and co-founders Rebecca Koh and Luke Lim. With more than 20 years of digital performance marketing and product development under her belt, Yeoh possesses an analytical mind with a keen ability to analyse data and maximise marketing ROI. She is also experienced in data-driven customer journey as well as experience planning.

Yeoh first joined SuperMom in March 2021 as it executive director. Before SuperMom, she was Havas's digital and performance director for five months. Yeoh was also dentsu's product lead for the global data innovation centre. As product lead, she led a cross-functional team of 14 data scientists, engineers, designers to develop and maintain a prioritised product backlog, defined specifications and prototypes, said her LinkedIn. Furthermore, she was in charge of the agency's strategic product roadmap. Other leadership roles that Yeoh has helmed include her position as director for Carat Media and associate director for Zenith.

Yeoh told MARKETING-INTERACTIVE that she found her leadership role extremely meaningful as she was given the opportunity to bring value to millions of parents and families in Southeast Asia. She added that she aims to inspire her team to stay passionate about building a digital family ecosystem that can empower parents. According to her, the platform is already making improvements by providing recommendations that utilise an AI-based aggregation of the "most popular" or "most searched" sections amongst major e-marketplaces.

The platform is also working towards giving mothers various opportunities such as trying a product before buying and earning supplementary income through its "SuperMom Voices" platform. This can be achieved by becoming a product reviewer or participating in the platform's polls and surveys.

"It has always been my desire to work for a company that contributes meaningfully to society. SuperMom is a business-for-good model, where the platform helps both stay-home and working parents generate supplementary income. This is especially beneficial to those who might be facing financial difficulties caused by the pandemic," she explained. With a vision to become the most trusted family digital ecosystem in Southeast Asia, Yeoh added that SuperMom was unique as it provided families the opportunity to generate income, obtain parenting knowledge, as well as receive emotional support.

After the pandemic hit, Yeoh said that SuperMom accelerated the shift towards online communities and influencers. The shift has also caused social commerce to evolve as well. Now, mums are constantly are seeking platforms that allow them to learn about new products, understand product benefits and give the option for them to try the products before purchase. Aside from the shift of social commerce habits, Yeoh was also aware that brands now were having difficulties in brand interaction. This in turn, has led to the platform's attempt of bridging the gap, by bringing wholesome brands to families.

"Mums are constantly looking for knowledge that helps them and their families to live better and smarter, and SuperMom strives to deliver this knowledge to them. Our AI-driven platform enables mums to learn about new products and services, understand, and compare their benefits, and often, can try before they buy," she explained. Currently, the platform is available in six countries in Southeast Asia.

SuperMom provides personalised product recommendations with price comparisons. The platform is also coupled with a strong community key opinion mothers that provide genuine UCG reviews and insights. The platform has partnered more than 400 brands, and they include PediaSure, Similac, Pampers, Geniebook, Dove, Lazada, Shopee and Pinterest, among others. The company said it has a total user base of approximately two million parents in Southeast Asia, and the numbers are set to grow as it penetrates further into the region. Currently, SuperMom is available in six countries in Southeast Asia.

With its technology and growth potential, the platform caught the attention of investor, Koh Boon Hwee, who was a key investor in its earlier funding rounds. "SuperMom’s mission to empower parents across Southeast Asia through the use of their technology and community is something I believe will benefit millions of families in the fast-growing emerging market in Southeast Asia, and I’m particularly impressed with their ability to expand in regional markets despite the pandemic situation," Koh said to MARKETING-INTERACTIVE.