Grab MY appoints new country marketing head

Grab Malaysia has appointed Hassan Alsagoff as its new country marketing head. Alsagoff takes over Iris Chang, who has been promoted to director/regional head of marketing strategy (GrabFood) and social impact, according to LinkedIn.

In a statement to A+M, a spokesperson said that Alsagoff will be tasked to lead Malaysia’s marketing team to strategise, develop, and implement marketing initiatives to enhance Grab’s branding and awareness within the country. The spokesperson added that Alsagoff is working on highlighting Grab’s social impact initiatives which leverages on its technology, platform, and partnerships to further contribute to the country’s economy and the people’s welfare. Alsagoff will be reporting to Sulin Lau, Grab’s regional country marketing head who oversees the marketing divisions in Malaysia, Thailand, Indonesia, Cambodia, Myanmar and The Philippines.

A check on Alsagoff’s LinkedIn page shows that he was previously at investment company Mountain Partners, where he was CEO and then subsequently sat on the board of directors (Malaysia). Alsagoff started his career with agencies, and had previous experience with Grey Group, M&C Saatchi, and social media consultancy WAGO. He was also the director (ASEAN) of crowdfunding platform LaunchGood, and co-founder and managing director of angel investment firm Qeerad before his stint at Mountain Partners.

Alsagoff tells A+M that the most exciting thing about joining Grab is being able to drive meaningful and widespread social impact that is sustained through its business. He added that some of the key projects that the Malaysia marketing team will focus on include sustaining the GrabForGood initiative, educating the general public on the benefits and safeguards Grab has created for the gig economy, continuing to drive the cashless adoption by making it even more accessible and convenient through GrabPay, and further enhancing services across its ecosystem and platform to meet the needs of all its users nationwide.

“As the business continues to drive greater positive social impact in the country through our platform, we want to ensure that our marketing efforts mirror the same goal to contribute back to the country as well as Malaysians who have played a vital role in helping us grow,” he said, adding that it aims to be a team that innovates fast like a startup but executes with scale. “Ultimately, we strive to outserve our users and be a brand that views business as a means to deliver sustainable social impact for everyone,” Alsagoff said.

Alsagoff’s appointment comes after Grab’s regional head of country marketing Grab, Sulin Lau, posted a LinkedIn post which said the company is on the lookout for a new country marketing head. The post also said the company is looking out for an experienced marketing leader who takes a new or unusual approach when looking at marketing issues. It added that the individual should also know how to bring together different teams and harness diversity in skills.

Last week, Grab Malaysia released a new feature of its GrabPay app, which enables users to link to their Maybank2u account directly to their GrabPay e-wallet. According to Grab Malaysia’s spokesperson, the feature was launched in a bid to provide a seamless top-up experience for its users. The ride-hailing company also launched a challenge in conjunction with its new feature, rewarding the first 500 users who top up their GrabPay wallet using their Maybank2u account with 1,000 GrabRewards points. Users will have to top up at least two times with a minimum amount of RM50 each. The challenge has since been fully redeemed.

Grab has also tied up with hospitality group Accor in January to give its members access to more rewards and benefits, including the ability to transfer points across Accor Live Limitless- Accor’s lifestyle loyalty programme- and Grab, making travel more seamless. With the partnership, Accor Live Limitless members will be able to redeem their points for GrabRewards benefits and rewards in categories such as F&B, travel, and shopping. Grab members can also use their GrabRewards points to access exclusive experiences through Accor’s brands.

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