Xamble Group Strengthens Leadership Team to Drive Further Growth, Expand Market Share

Kuala Lumpur-based Xamble Group Limited (Xamble), one of Malaysia’s and Southeast Asia’s leading digital growth marketing groups, has announced strategic appointments to accelerate its ambitious growth plans in line with the growing digital economy.

Joining its senior leadership team are Shereen Wong as chief growth officer, Michael Chen as head of marketing and community and Prateek Roy as chief product officer.

(Main pic: Xamble executive chairman Ganesh Kumar Bangah (centre left) with the Group’s new senior leadership team comprising chief growth officer Shereen Wong (centre right), head of marketing and community Michael Chen (far left) and chief product officer Prateek Roy.)

These strategic appointments were made against the backdrop of Xamble’s aim of scaling its operations even higher while expanding its market presence across Malaysia and the Southeast Asia region, the company said in a statement.

Xamble executive chairman Ganesh Kumar Bangah expressed confidence in the new appointments, emphasising their crucial roles in driving what he termed as “the company’s next phase of growth”.

“We are poised to elevate our capabilities and deliver unprecedented value to our ecosystem of brands, creators and consumers,” said Ganesh.

He cited the Group’s ‘Xamble Creators’ platform as a key driver of this growth, highlighting its role in connecting influencers with brands to create compelling content and drive consumer engagement.

This platform, along with other innovative solutions like ‘Xamble Live Commerce’ leverages AI and blockchain technologies to enable a seamless and effective marketing ecosystem.

This transformation is part of Xamble’s shift from a service-based to a platform-centric business model, enabling the execution of multiple tasks on a unified digital infrastructure.

“The new strategic hires are poised to be game-changers in this journey. Shereen, with her extensive experience in growth strategies, will spearhead our Group’s expansion initiatives into new markets and drive our growth agenda with innovative approaches and strategic insights,” said Ganesh.

“Michael, in turn, brings a powerful combination of expertise in community engagement and creative direction, while Prateek will drive innovation and product development with his deep technical knowledge and visionary approach,” he added.

On her appointment, Shereen said she continues to be inspired by the opportunities to redefine media strategy and empower creators to drive positive change in the creator economy.

“By championing the voices of creators and fostering collaborative partnerships, we at Xamble are on a mission to cultivate authentic storytelling and meaningful connections between brands and their audiences. This approach will empower brands through AI and the creator economy,” said Shereen.

Meanwhile, Michael said he was ‘incredibly honoured’ and excited to be joining Xamble.

“In a way, it’s a return to an industry that I love. I was part of Nuffnang, one of the companies under the Xamble group, from 2013 to 2018, where I founded their branded social video production arm previously called RTV. I believe in the power of content in all its forms.

“User-generated content (UGC) via Influencer Marketing, combined with the Xamble Creators platform, will be an unstoppable force that will benefit everyone in the digital ecosystem. From brands to influencers at every level, the landscape is ripe for a game-changer. This is why I am truly excited to be part of it,” said Michael.

Prateek said he is ‘thrilled’ with his new role which stems from a belief that, by automating key offerings and leveraging the right data, Xamble can build upon a differentiated platform with immense market potential and scalability.

“The market is experiencing rapid growth, driven by the emergence of nano and micro-influencers and the rise of platforms like TikTok. Influencer marketing will continue to expand, offering brands highly engaged and targeted audiences, creating more impactful and efficient marketing opportunities,” said Prateek.

Xamble Group today has a strong presence in Malaysia, Singapore and Taiwan, serving over 300 brands and collaborating with more than 20,000 creators, reaching an audience of over 20 million consumers.

“By expanding our influencer marketing, digital marketing, performance marketing and social commerce platforms, Xamble aims to drive significant growth and innovation in the digital marketing landscape,” said Ganesh.

“Our mission is to assemble digital communities that deliver wealth and value, and with these new appointments, we are strongly positioned to achieve this vision faster than what we had initially anticipated,” he concluded.

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