Staff Reporters
May 16, 2024

Asia-Pacific Power List 2024: Linda Hassan, Domino's Pizza

Hassan has a way of incorporating fun, on-brand campaigns with progressive sensibilities such as community impact and sustainability.

Asia-Pacific Power List 2024: Linda Hassan, Domino's Pizza
SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
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Linda Hassan 

Group chief marketing officer, Singapore and Malaysia
Malaysia
Domino's Pizza
Member since 2023

Linda Hassan, group chief marketing officer for Domino’s Pizza Malaysia and Singapore, has led the brand's growth for the past seven years. Razor-focused on Domino’s success; she has established and currently oversees seven key sections: creative and design, brand and communications, PR and events, data analytics and customer lifecycle management, digital, sales and local store marketing, and new product development.

With almost 20 years of experience in the international quick-service restaurant industry, much of Hassan’s work has been defining how Domino’s operates and integrates technology for improved operations. Over a decade ago, she introduced GPS tracking for pizzas at Domino's, allowing customers to monitor their orders—an innovation that continues today. 

To launch its ‘cheese volcano’ pizza in Singapore earlier this year, the brand collaborated with Havas Play to produce a social-media activation that incorporated the imagery of molten cheese ‘lava’ across Singapore’s landmarks such as Lau Pa Sat. And in Malaysia, the brand launched a nationwide hunt for a ‘chief spicy officer’, a fun ‘dream-job’ campaign for an individual to win the chance to be a C-suite for a day with a chauffeur and personal assistant services. The campaign was run in conjunction with the launch of its spicy ssamjeng pizza.

Hassan was appointed to the jury of the APAC Effie Awards in 2023, a notable testament to her influence and reputation within the industry. In her efforts to build community, she also frequently speaks at conferences and serves as the industry advisor for UTHM, UKM, and Inti International University.

Hassan's efforts in ESG are also notable. She championed using food-grade recycled materials for pizza packaging in Malaysia and launched the region's first green Domino's store. Under her leadership, Domino's has embraced responsible business practices and innovative initiatives, including water-saving devices, energy-efficient approaches, electric delivery bikes, and a prototype delivery box for electric bikes, making significant strides in eco-friendly delivery services.

Hassan is also a strong advocate for diversity and inclusion, prioritising the well-being of her colleagues, as exemplified by her generous act of sending Domino’s pizzas at her own expense to all her colleagues across Malaysia for them to break their fast during Ramadan.

SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#AuthenticLeaders

 

Source:
Campaign Asia

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