foodpanda Singapore names new head of marketing and growth

Foodpanda Singapore has appointed Yingchun Li as its new head of marketing and growth, taking over from Darryl Chua.

In her new role, Li will be responsible for delivering the brand’s full-funnel marketing strategy spanning brand building, awareness, acquisition, conversion, retention and loyalty across the customer lifecycle.

She will oversee initiatives in performance marketing, social, CRM, partnerships and integrated campaigns, ensuring marketing efforts are aligned with the company’s broader business objectives.

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Li’s first-year priorities will centre on accelerating foodpanda’s growth by focusing on quick commerce, affordability and convenience, while strengthening its core verticals and expanding the customer base. She will also look to drive greater efficiency and ROI in marketing, while sharpening brand positioning to reinforce foodpanda’s standing as a leading convenient and affordable delivery platform in Singapore.

Prior to joining foodpanda, Li was head of eCommerce for Guardian Health & Beauty Singapore, where she drove digital growth and optimised the eCommerce funnel. She also spent over two years with Alibaba Group’s Lazada as senior manager, leading growth, strategy and marketing across six Southeast Asian markets, delivering double-digit growth in monthly active users and customer engagement.

Speaking to her appointment, Bhavani Mishra, managing director, foodpanda Singapore said "We are glad to welcome Li to foodpanda Singapore. Her appointment comes at a time when we’re doubling down on innovation and growth, and her experience leading end-to-end marketing across diverse sectors will be invaluable in shaping strategies that sharpen our competitive edge and expand foodpanda’s impact in Singapore.”

In tandem, Li added that she's "excited to take on this role and to work alongside the team in turning foodpanda's strategic priorities into real impact for our customers."

"I believe great marketing is built on insight, genuine connection and quirky wittiness to create experiences that truly resonate. From building brand love to deeper loyalty initiatives, I see huge opportunities to not just grow our customer base but also to reimagine how Singaporeans experience everyday convenience with foodpanda," said Li. 

In the near future, foodpanda customers can look forward to campaigns spotlighting foodpanda's value-driven deals across food and groceries in the coming months, with details to be share on the foodpanda app. 

Li's appointment comes after Mishra's appointment in March this year. Formerly the senior director of operations at foodpanda, Mishra will oversee all aspects of foodpanda Singapore’s operations in his new capacity. He will lead the company’s commitment to innovation and service excellence, ensuring customers continue to have access to diverse choices and services at competitive prices

Mishra holds eight years of regional leadership experience at foodpanda, driving large-scale business transformation across APAC. Since joining in 2018 as part of the logistics team in Thailand, he has played a key role in optimising operations, enhancing customer experience and implementing solutions to improve efficiency, foodpanda said in a statement. 

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