Shopee Malaysia has brought on board Ayesha Adam as social lead to oversee campaigns, community, and real-time engagements on Facebook, and Twitter platforms. She reports to community lead Bryan Bay.

"I’m hoping to elevate the social pages and open up our content to a new younger audience," Ayesha told A+M . She was most recently head of social at M&C Saatchi Malaysia for close to two years. Prior to that, she helmed the same title at Ensemble Worldwide and Fishermen Integrated.

She also spent close to five years at Mediabrands as a social architect, manager and senior social specialist. Other companies she has worked with include YTL Communications, PRTYKDS Collective, and Vibes Communications.

"With my understanding of these platforms and background in creating experiences using tech and leveraging on pop culture trends, I believe we can make Shopee the talk of the town and improve the user sentiments on the brand," she said.

Separately, Shopee made headlines recently when it pulled out of Spain and made job cuts to regional roles in countries including Indonesia, Thailand, and Vietnam. Multiple media outlets reported that the eCommerce firm was also cutting some roles from ShopeeFood and ShopeePay, as well as laying off part of its teams in Mexico, Chile, and Argentina. CEO Chris Feng previously said the company believes it is "prudent to m ake certain difficult but important adjustments" to improve operational efficiency as a result of the elevated uncertainty in the broader economy.

On the marketing front, however, Shopee has been doubling down with its marketing by partnering with local ambassadors to hook consumers during shopping festivals. A new mega shopping event was added on 15 March this year and it also upgraded its suite of shopper engagement features to deliver more immersive, personalised, and entertaining experiences that aim to contribute to deeper brand affinity and loyalty. Shopee also grew its suite of marketing solutions and tools to optimise marketing impact and returns for businesses. Its PR efforts also resulted in the team clinching Overall Brand Champion at A+M 's PR Awards 2022.

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