Octopus Cards Appoints Foodpanda's Jaslin Goh as New Marketing Director: What's Next?

Octopus Cards Welcomes Jaslin Goh

Octopus Cards is excited to announce the appointment of Jaslin Goh, formerly the APAC vice president at foodpanda, as its new Director of Marketing, Corporate Communications, and Data. This strategic move aims to enhance Octopus's management team and support the company’s mission in the evolving digital landscape.

A New Structure for Growth

In an interview with MARKETING-INTERACTIVE, Goh explained that her newly created role is part of a broader organizational restructuring aimed at fostering rapid growth in digital innovation and expanding Octopus's ecosystem. Goh will report directly to CEO Tim Ying and will oversee the integration of marketing, corporate communications, and data functions.

Expanding Horizons

While Hong Kong remains the core market for Octopus, the company is also pursuing strategic initiatives in international markets, leveraging its expertise in transportation. Goh's responsibilities will include consolidating various functions to ensure seamless connectivity across multiple business initiatives and products, supported by integrated branding and strategic campaigns.

The Role of Data in Marketing

Goh emphasized the importance of data in crafting engaging product and campaign journeys, stating, "Data is increasingly a critical part of designing product and campaign journeys to ensure the customer experience is engaging and seamless." She also highlighted the role of corporate communications as a multiplier for amplifying marketing campaigns and maintaining the company's reputation.

Agency Collaborations

To support its marketing efforts, Octopus collaborates with several agencies, including DDB Group Hong Kong, Ogilvy, and Prizm Group.

Goh's Background and Vision

Before her tenure at Octopus, Goh led marketing efforts across 11 markets in Asia at foodpanda, enhancing brand affinity and fostering growth. Her previous experience also includes serving as the Chief Marketing Officer for PayMe at HSBC. Goh plans to balance her professional role with family priorities while also expanding her focus to include public relations, data, and customer loyalty.

Goh remarked on the synergy between her experiences in fintech and food tech, noting, "It’s a great synergy of learnings across categories that are seemingly different but yet so similar in terms of customer experience."

Local Initiatives

In related news, Octopus Cards is also engaging in local initiatives, recently distributing HK$68.8 million in red packets to promote local spending during Chinese New Year. This initiative aims to support Hong Kong's transition to a cashless economy and is expected to significantly boost user spending during the festive period.

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