TIME doubles down on consumer-first branding with expanded marketing leadership

Malaysian telecommunications provider TIME dotCom (TIME) has expanded the role of Zaid Areff (pictured), naming him head of group brand and consumer marketing as the company looks to sharpen its consumer-first positioning and broader brand strategy.

Areff joined the company in May 2025 as head of marketing for the consumer business, before taking on an expanded remit in February 2026 to oversee the group brand as well. In the role, he reports into the respective CEOs across the business.

Prior to joining TIME, Areff had been the chief operating officer of FV Group, a modest fashion brand. He also spent nine years with Mondelēz International, beginning as a sales revenue planning manager in Johannesburg, South Africa, before shifting over to Malaysia to take on various marketing roles. He departed Mondelēz as a senior marketing manager for treats and fuel businesses for Malaysia and Singapore.

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Speaking exclusively to A+M, Areff said his focus will centre on continuing to build and protect the value of the TIME brand through stronger consumer engagement, content and activations.

“The majority of my career has been spent putting consumers at the heart of the brands I’ve been fortunate enough to work on, and my main task at TIME is to continue building and protecting the value of the brand through engaging content and activations,” he said.

“As the custodian of the group level brand, I also provide guidance to the business units within the Group that actively use the TIME brand as part of their activities,” he added.

Looking ahead, Areff said one of the biggest opportunities lies in reframing how internet providers position themselves to consumers, particularly as home internet becomes increasingly essential in everyday life.

“Access to home internet has become an essential part of our lives, yet it seems like very few, if any, brands are treating it that way,” he said. As part of that shift, TIME recently worked with VML on a refreshed direction for the brand, anchored by the tagline “Internet that just works”.

Beyond product messaging, the company is also leaning into campaigns focused on easing daily stress points for consumers. Earlier this year, the brand rolled out its “Life’s smoother with us” campaign, which saw the brand handing out free coffee at key locations, including to non-customers.

“This was perfectly aligned to our mission to make the lives of consumers better when they’re out and about facing the chaos that life inevitably presents,” said Areff.

The company continued this approach during the Raya period, opting against a traditional festive brand film and instead surprising Malaysians by paying for purchases at supermarkets, clothing stores and restaurants.

“We chose to give back to people that needed help by paying their Raya bills so they could have a celebration with less worries and more happy memories made,” he said.

According to Areff, TIME plans to continue focusing on practical value and everyday relevance as part of its long-term brand strategy. “As a brand, we will continue to provide the best home internet experience to consumers by offering what actually matters, and being present in the everyday moments through acts that really do make life smoother,” he said.

Earlier in June 2025, Andrew Yeoh stepped down as group head of marketing at TIME dotCom (TIME), wrapping up his stint with the company after more than four years in the role.

In conversation with A+M, Yeoh said that the time felt right to pursue a new challenge after what he described as a "thrilling and impactful" chapter with the telco. Soon after, Yeoh was appointed as Maxis' head of brand and marketing.

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