Cheryl Goh, Group VP of Marketing & Founding CMO at Grab, is one of the six global marketers shortlisted for this year’s WFA Global Marketer of the Year award in partnership with The Drum. Watch her interview below.
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Cheryl is part of the early founding team at Grab. Starting in Kuala Lumpur as a one-woman marketing team, she has set up the marketing practise across Southeast Asia for Grab over the last six years.
Today, she leads marketing in over 300 cities in eight countries, covering all of Grab's business verticals including transport, food, payments and logistics. She oversees Grab’s marketing efforts across the region, leading a team of over 500 marketers across Southeast Asia.
What are the things she's most proud of?
"I’m most proud of the work we do that centres around people. We created our GrabForGood programme, which marries social impact with our brand purpose, and expanded our initiatives to drive digital and financial inclusion. Over 800 people with disabilities now earn a living using the Grab platform, and we’re looking to better support PWDs, women, mom-and-pop stores and more," she told WFA.
From an internal standpoint, the marketing team has evolved to support the many new Grab businesses over the past year. The team worked with Engineering to develop Pythia, an AI-based marketing tool, to automate more personalised marketing campaigns. "Not only did we scale smartly and become more efficient, we also found ways to delight our customers and uplift local communities. These examples are testament to the marketing team’s ability to adapt and grow with the organisation, while always having the heart to create initiatives that better serve our customers."
You can vote for Cheryl here until 31 January 2020.
Also shortlisted for WFA Global Marketer of the Year 2019 are: