JANICE TAN 18 JANUARY 2021
This article was written originally on Marketing-Interactive
Ian Goh, OYO Malaysia’s head of growth marketing and partnerships, has left to join global short video creation platform Likee as deputy director to drive new markets across Asia Pacific, Middle East and Europe. Goh (pictured) told A+M that his goal is to build and grow the business from scratch and set the vision and strategy for Likee just as he did for OYO.
Goh jumped at the opportunity to join Likee because he always liked to challenge himself to get out of his comfort zone. “I value personal and career growth, and I believe that sometimes to grow, you have to explore new opportunities, even if it means leaving something you are happy and comfortable with,” he explained.
Released in July 2017 in Singapore, Likee aims to make it easy for consumers to create videos and record moments. Last December, the company implemented a US$1 million support plan for the first month of its launch in Turkey, and plans to continue giving out monthly benefits equal to that amount of money for creators.
Meanwhile, he first joined OYO in 2018 to drive business growth for the brand both on the sales and revenue aspect, as well as the supply side. According to his LinkedIn, he was responsible for driving partnerships, offline marketing, PR, digital marketing, social media, user acquisition, CRM, growth strategy, and brand collaboration.
Goh told A+M that his vision and role were mostly involved in growth marketing verticals and strategies that sought ways to hit a million bookings for OYO, raising awareness of the OYO brand, as well as increasing and maintaining the demand of OYO Direct. He also strove to maintain user retention and repeat bookings.
When asked about his most memorable campaign at OYO, Goh pointed out the BAHMARILAH50 Sabah Tourism campaign which he as a Sabahan himself was proud of. The campaign offered affordable and clean accommodation to visitors in Sabah and through this campaign, Goh explained that Sabah Tourism and OYO have formed and strategic partnership which he is confident will continue to drive growth and revenue for the state.
Other notable campaigns for Goh include its partnership with Grab, Stay safe with OYO, Work from home with OYO, OYO Ultimate Pass, as well as OYO Shake and win. “There were many campaigns and initiatives that our growth team was involved in that will always bring back fond memories. I’m also thankful to be given the opportunity to work with amazing people throughout the journey,” he said.
“We started small and I have always called us a ‘lean team fighting machine’. Early on, we had around 20 capable, ambitious, passionate, and results-focused growth team and we have expanded enormously,” he said. Meanwhile, Goh also founded DrinkEntrepreneurs Kota Kinabalu in 2015 and worked at oBike Global for close to two years, last helming the role of head of APAC business strategy and development.
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