Marcus Chew has stepped down as group chief marketing officer of Lazada Group after more than four years overseeing marketing across Southeast Asia and South Asia, including Daraz.
Chew joined in 2021 and led brand strategy, creative, media and go-to-market planning across 11 markets.
During his tenure, Lazada expanded its focus on experience-led marketing and in-house capabilities. He led the centralisation of media strategy and execution across the group and efforts to strengthen performance tracking and marketing efficiency.
Under his leadership, he aligned regional and local marketing efforts and led the in-housing of media function, building centralised capabilities for strategy and execution while also improving business efficiency and performance. He streamlined processes for end‑to‑end marketing delivery, supported by robust tracking systems that tied creative effectiveness directly to business outcomes.
Chew confirmed to Campaign Asia that he has started a new role, though details have not yet been disclosed.
Before Lazada, Chew spent eight years as chief marketing officer at Income Insurance Limited, where he led the insurer’s marketing transformation and martech development. Earlier in his career, he held regional marketing roles at Adidas and Unilever across China, Singapore and Malaysia, working on brands including Clear and Lifebuoy.
His work has received industry recognition, including IAS Marketer of the Year honours in 2016 and 2018, a Cannes Lions award in 2016, and a Gold Pencil and Best of Brand at The One Show in 2024 for Lazada’s in-house creative team.
Chew also serves as an advisor to the Nanyang Centre for Marketing and Technology and has been involved with the Association of Advertising & Marketing Singapore (AAMS).
