ZALORA SEA CMO steps down

ZALORA Group chief revenue and marketing officer Achint Setia has stepped down from his role. MARKETING-INTERACTIVE understands that he is leaving ZALORA to pursue opportunities in the tech space in India. 

During his time as chief revenue and marketing officer, Setia headed the ZALORA business in Singapore, Malaysia, Hong Kong and Taiwan. He spearheaded numerous campaigns aimed at strengthening the ZALORA brand in the Southeast Asia region and grow business profitability of the group. As CMO, he led the marketing and ad sales functions for the group across SEA including Indonesia and Philippines. Setia was also key in building and scaling the subscription loyalty program and was in charge of AI-led initiatives such as advanced pricing and merchandising automation. 

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His other responsibilities included customer acquisition, retention and lifecycle management and growth initiatives. He was also in charge of brand building, digital marketing, CRM, social media and onsite app and web experience. Setia also led B2B partnerships with ecosystem platers including banks, fintech and other consumer tech platforms, according to his LinkedIn. 

Before joining ZALORA Group, Setia held a dual role as chief experience officer and head of marketing and social commerce business at India-based eCommerce company Myntra where he scaled the Myntra brand, customer and platform growth as well as oversaw the new tech-pivoted social commerce experiences for the Indian market, including live shopping, content creator ecosystem buildout and original content to commerce play. 

His longest stint was at Viacom18 where he rose through the ranks from associate vice president, corporate strategy and business development to SVP digital venture and head of Viacom18 startup engagement program, VStEP.  Prior to that he was at McKinsey & Company as an engagement manager and a software design engineer at Microsoft. 

MARKETING-INTERACTIVE has reached out to ZALORA. 

ZALORA has had some pretty interesting campaigns across the years, with the most recent being its guerilla stunt in Singapore and Malaysia for its 11.11 sale. 

Over the week of 11.11, people dressed in bright red spandex took to the streets of Kuala Lumpur and Singapore to promote its deals. In Singapore, people in red spandex walked around iconic locations such as Orchard Road, the Merlion, Raffles Place and more with red trolly carts and boxes that read "Shop more. Save more".  Across the border in Kuala Lumpur, the same troop walked the streets near the Petronas Towers, Putri Heights, in the shopping districts and in the train stations. . 

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