ZALORA restructures, moves part of Singapore marketing team to Malaysia

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Global Fashion Group's ZALORA is said to be undergoing a restructure which is seeing part of its Singapore marketing team move to Kuala Lumpur, confirmed sources close to Marketing. Marketing also understands that the move was first announced around August, and while some layoffs did occur, the company gave employees a choice to either stay on and look for new roles in other departments, or move to the new location in Kuala Lumpur. The company also underwent a momentary hiring freeze to ensure that internal staff were able to take on roles within the company.

Speaking to Marketing, a ZALORA spokesperson said that despite the restructure, in 2018, ZALORA’s total workforce and sales have grown significantly compared to 2017.

"Whilst we continue to invest in people across the board, we went through a restructuring exercise that affected some of our marketing team’s sub-departments in our Singapore office. Strong investments have been made and continue being made in our Singapore office. This new regional structure will allow ZALORA to unlock and scale innovation while unifying processes and grasping optimization in developing centres of excellence across the region," he added.

Meanwhile, the brand recently appointed Gunjan Soni as its new CEO, a move effective in early 2019. Soni joins from India-based fashion e-commerce company Myntra, where she was CMO and head of the Jabong business. Prior to that, former Redbull head of digital, Elias Pour joined as chief marketing officer. He was tasked to lead a team of approximately 150 individuals, overseeing the full marketing operations at ZALORA Group across Asia Pacific.

Earlier this year, ZALORA revamped its regional integrated branding campaign titled “OWN NOW”. The campaign was aimed to focus on the brand’s identity as a fashion enthusiast with a diversity of styles and brands, giving consumers freedom to choose what fashion works for them.