Singapore-based smile cosmetics brand Zenyum has appointed Alex Chen (pictured left) as VP of growth, where he will be tasked with heading up Zenyum’s digital marketing innovation and growth team.
Prior to joining Zenyum, Chen was head of DTC growth, ASEAN at Reckitt for close to two years. According to his LinkedIn, he also previously worked as global senior digital strategy manager at Charles and Keith Group, and regional owned media manager at iProspect. Chen's longest stint was with The Music Lab, where he was head of marketing and web development for over seven years.
Chen said that he is grateful for the opportunity to be onboard a "rocketship" like Zenyum. According to him, everyone’s energy and enthusiasm to grow the brand’s vision of “making Asia smile more” as a team is energising and Chen said he is excited to be a part of this tribe.
"Apart from amazing counterparts such as global VP of creative, Eddie Azadi (pictured right) and VP of marketing operations, Gaurav Gupta (pictured centre), the combined strengths of solid senior leadership as well as the highly talented tech, data and marketing teams have impressed me a great deal and I can’t wait to see what we can all achieve together,” he added.
Chen and Gupta are the two latest hires for Zenyum's. Gupta was formerly director of marketing operations at PropertyGuru, where he led the performance marketing, media planning, and marketing analytics teams across four markets - Singapore, Malaysia, Indonesia and Thailand.
Chen, Gupta and Azadi will directly report to Bassam Abdel-Rahman, global SVP of marketing. They will also work closely with founder and CEO Julian Artopé, as well as CPO Anupama Hoon.
Abdel-Rahman said that the addition of Chen and Gupta - alongside Azadi who joined last year - means that "sky is now truly the limit" for Zenyum. "With the power of their complementary expertise, we are now able to apply our full funnel ‘Media Arts’ philosophy of effectively delivering the right message to the right person at the right time, all in order to help more people across Asia achieve their dream smile," he added.
Recently, Zenyum partnered with creative agency Superson to launch Zenyum Smile Gym, the brand's first-ever pop-up experience in Singapore. Zenyum said in a statement that the Smile Gym is an experiential shop space created in response to the last two years of pandemic related stress. "All are welcome to connect and re-activate the part of ourselves that we have used the least during the pandemic - our smiles," it added.
Running until 23 January 2022 at Design Orchard, the Smile Gym comes fully equipped with all the essential tools "to feel like a kid again and bring out that dazzling smile". It also worked with Orchard Road ice cream uncle, Uncle Chieng, who handed out smiling ice creams as holiday treats last month. Uncle Chieng also previously worked with New Balance for an OOH activation. Zenyum worked with The PR People to drum up hype for the gym.
At the same time, Zenyum also launched a pop-up store in Hong Kong, which adopts a similar concept of offering visitors an interactive experience to help them attain their version of the perfect smile. The pop-up store “SMILE LAND” is a three-part experience that features an overhead droplet installation and a large pink ball pit, among others.
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