theAsianparent names ex-OYO marketer as country manager in Indonesia

Southeast Asia community parenting platform theAsianparent has appointed Rotsen Quispe as country manager of its Indonesia market. In his new role, Quispe (pictured) will oversee all business functions such as traffic, sales, marketing, and operations to drive users engagement on its platforms while ensuring clients satisfaction.

Leading a team of more than 70 staff across all functions, Quispe is tasked to grow theAsianparent ten times in the next 18 months. He will do so by delivering brand solutions to clients across various industries. Quispe reports to Roshni Mahtani, founder and group CEO of theAsianparent.

Quispe last helmed the role of VP of growth and marketing (Southeast Asia and Middle East) at OYO, where he led the growth of the largest app users base for hotels in the region. He was appointed in June 2019, and was tasked to build a local team to drive growth and marketing, and contribute to the company’s footprint in Indonesia.

In a statement to MARKETING-INTERACTIVE, a spokesperson from OYO said Quispe’s previous role has been taken on by Anish Singhal, head, growth and marketing for SEA and ME. Singhal reports to Guruprasad Sankaranarayanan, OYO’s newly-appointed COO for SEA and ME. Based in India, he is supported by a small team based out of Indonesia, Malaysia and the Philippines to provide local insights.

Prior to his time at OYO, Quispe was also previously head of marketing (international markets) for Traveloka and had stints in Microsoft, Intel Corporation and Sony Electronics.

“With my diverse experience coupled with my passion and interest in innovation and disruption, I look forward to improving processes and optimising resources to achieve the goals we have for the Indonesian parenting market,” Quispe said.

Quispe also told MARKETING-INTERACTIVE that he strives to improve the customer journey, as well as give a much closer and data-driven approach to the brands, partners, and clients that rely on the platform to drive growth. Internally, he also wants to help every member in his team achieve personal satisfaction and career growth.

"From my previous experiences in large startups in the region, I experienced the challenge of scaling digital businesses in short periods of time with a strong focus on data-driven processes and profitability. I hope to leverage on past lessons learnt to further integrate digital tools with the rest of marketing channels to contribute higher ROIs for our partners and brands," he added.

Mahtani said that the company will leverage on Quispe’s experience to further scale its business efficiently with a focus on data-driven processes and profitability. According to her, Indonesia is theAsianparent most important market and the company looks to gain more market share. This comes as the Indonesian government expects 400,000 more births than usual next year due to the COVID-19 lockdown, according to the latest report released by Indonesia’s Home Ministry’s Population and Civil Registration Directorate General.

Last year, theAsianparent has raised a seven-figure sum from investors such as Fosun, JD.com, Mirae Asset-Naver New Growth Fund and Vertex Ventures. The company said it planned to use the funds to further implement theAsianparent’s diversification strategy, which entails expanding its foray into the commerce business through manufacturing and creating its own direct to consumer line of maternity and baby products. It also planned to allocate more resources into improving its technology infrastructure to support its community through investments in advanced machine learning and artificial intelligence support, as well as expanding its technology team. The company has also recently embarked on its regional corporate social responsibility mission titled “Project Sidekicks”, which aims to help parents reduce the risks of stillbirth to have healthy pregnancies and families.

Separately this year in April, Susana Tsui left her role as CEO of media at theAsianparent, after joining the company in September 2019. As CEO of media, she helmed theAsianparent’s content, community and media platforms, including its website and community app that was launched last year in September. Tsui was also formerly dentsu international's group CEO for the China market.

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