Agenda

30 October 2025

8:00 AM

Networking and registration

8:50 AM

Opening remarks

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

9:00 AM

[Opening fireside chat]

From CMO to CEO: Unveiling the leadership playbook for Malaysia's digital-first era

Redefining consumer engagement by harnessing AI and emerging technologies, while balancing efficiency with authenticity and human connection.
Embedding innovation into culture by institutionalising experimentation, agility, and adaptability across teams and ways of working.
Understanding the evolving leadership priorities by shifting from a CMO’s marketing lens to a CEO’s enterprise-wide vision, reshaping decision-making and long-term growth strategies.

Moderator:

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

Speaker:

Santharuban Thurai Sundaram

CEO Malaysia, Singapore, Brunei and Exports

Etika Group of Companies

9:45 AM

[Case study]

Redefining healthcare marketing: KPJ’s digital leap with "Bebas dan Sihat"

Applying e-commerce urgency mechanics (FOMO, 9.9) to accelerate consideration-to-booking in healthcare journeys.
Orchestrating a mid-campaign pivot around 9.9 to unlock conversion spikes while safeguarding trust and compliance.
Mobilising digital influencers to normalise preventive health and drive uptake of “Bebas dan Sihat” screenings.

Speaker:

Aina Nadzir

Head of Group Marketing

KPJ Healthcare

10:15 AM

[Panel discussion]

Unlocking intelligence: How AI is transforming creativity, targeting, and performance

Harnessing AI to move past repetitive tasks, and unlocking strategic, data-driven creativity, that truly connects with audiences.
Integrating advanced algorithms with human insights to craft campaigns that balance efficiency with emotional resonance.
Elevating marketing outcomes by continuously refining personalised experiences in real time to drive deeper engagement and loyalty.

Moderator:

Roberto Cumaraswamy

Moderator

Panellists:

Toni Darusman

Group Chief Brand and Marketing Officer

CIMB

Nachiappan Arasu

VP, Marketing

ERL

Irene Cheah

Chief Marketing Officer

Ryt Bank

10:45 AM

Networking break

11:15 AM

[Case study]

The future is hybrid: Human x AI livestreams fuelling live commerce growth

With the hybrid model of human + AI livestreams, 24/7 coverage is now possible for all brands: Engage and convert around the clock with reduced cost and effort.
Data integration between human and AI livestreams creates a powerful feedback loop to optimise scripts, engagement flow, and conversion strategy.
Proven case studies of brands leveraging human + AI livestreams to build trust and accelerate sales growth across major commerce platforms.

Speaker:

Janet Chen

Deputy Head, Regional AnyLive and D2C Business

AnyMind Group

11:30 AM

[Panel discussion]

Going live, going viral, going shopping: The next wave of social commerce

Demystifying the rise of social commerce, and exploring how platforms such as TikTok and Instagram are transforming into shopping destinations, blurring the lines between content, community, and commerce.
Considering the role of influencer marketing when it comes to strategies for leveraging social commerce platforms to engage consumers, building brand communities, and driving sales conversions.
Analysing the evolving dynamics of creator economies within social commerce, exploring how brands can partner with influencers, leveraging user-generated content, and creating engaging experiences that foster authenticity and build trust.

Moderator:

Premaloshini Supramaniam

Moderator

Panellists:

Marcus Teoh

Head of E-commerce MYSG

Beiersdorf

Izra Izzuddin

Chief Marketing Officer

Setel

Alyaa Ramlan

Head of Social, Unifi

Telekom Malaysia

12:00 PM

[Case study]

Agentic AI in motion: The blueprint for end-to-end digital transformation

Operationalising agentic AI by unifying data, simulating org personas, and embedding AI into day-to-day workflows to drive real outcomes.
Building “secure-first” guardrails with responsible AI policies, data standards (e.g., DAMA), and role-based controls that enable scale with trust.
Industrialising experimentation through structured use-case pipelines and continual A/B testing to lift performance.

Speaker:

Budiman Bujang

Deputy Chief Digital Officer

Johor Corporation

12:30 PM

Networking lunch

1:30 PM

[Panel discussion]

Everything, everywhere, all at once: Strategies for omni-personalisation in a multi-everything world

Deconstructing the concept of omnichannel marketing and its evolution in the face of increasingly integrated digital and physical experiences.
Discussing the role of emerging technologies and platforms in creating cohesive customer journeys that transcend traditional channel boundaries.
Embracing innovative approaches to customer engagement that foster brand loyalty and advocacy in a hyper-connected world.

Moderator:

Kenny Wong

Moderator

Panellists:

Stephanie Caunter

Director, Customer Insights, Engagement and Digital Experience

AIA Malaysia

Mahek Shah

Head, AirAsia Media and Head of Commercial, Movetix

AirAsia MOVE

Olga Pulyaeva

Marketing Director

Carlsberg Malaysia

Hayley Yew

Head, Customer Development

Coca-Cola Malaysia

2:10 PM

Power hour  

Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today.

[Case study]

The AI agent advantage: Analytical optimisation of XHS Seeding for maximum conversion

The core mechanism of XHS Seeding: Exploring what defines effective content on XHS, and what is the typical user journey from initial discovery to building sufficient trust and consideration.
AnyMind’s AI-powered implementation: KOL/KOC selection criteria, viral post analysis (VPA) and comment analysis (CA).
Converting audience to purchase: Showcasing the final, bottom-line metrics to prove conversion success.

Speaker:

Oris Nam

Head of Mobile Marketing

AnyMind Group

[Case study]

The cashback generation: Rethinking customer engagement in a rewards-obsessed market

Unpacking how evolving consumer expectations are reshaping loyalty programmes from simple rewards to integrated and value-driven experiences.
Examining the role of cashback and instant gratification incentives in driving repeat purchases and deepening customer engagement.
We reveal innovative approaches brands are using to balance transactional rewards with emotional connections that foster long-term loyalty.

Speaker:

Chang Li Shian

Head of Group Digital Marketing

Maybank

[Case study]

From voices to value: Reimagining CX with AI-driven feedback

Harnessing AI to transform siloed customer feedback into actionable insights that shape acquisition, retention, and service design.
Closing the loop: Turning real-time sentiment analysis into accelerated resolutions, improved loyalty, and measurable brand trust.
Building an AI-augmented CX ecosystem where customer voices influence every stage of the journey.

Speaker:

Sreeratha Govindasamy

Head of Customer Care

Philip Morris Malaysia

3:10 PM

Networking break 

3:40 PM

[Case study]

What really drives growth? Conversions, attribution, and the new rules of performance marketing

Moving beyond the flawed reliance on short-term spikes and last-click attribution to define genuine, sustainable growth in the new era of performance marketing.
Unlocking true growth levers that move the needle – from lifetime value and funnel readiness to creative effectiveness and AI-powered optimisation.
Beyond acquisition: Redefining the path to profitability by mastering the dynamic blend of retention and expansion.

Speaker:

Rafay Korai

Head of Growth

Mindvalley

4:10 PM

[Panel discussion]

Thriving in the digital ecosystem: CMOs as agents of change

We explore how today’s CMOs are redefining their roles from brand guardians to transformation drivers, championing innovation across functions, not just within marketing.
Unpacking how CMOs can align data, content, commerce, and tech to build cohesive experiences across platforms while collaborating more closely with CIOs, CX leads, and product teams.
Discover how successful marketing leaders are embedding real-time insights, purpose-driven storytelling, and agile experimentation into their decision-making frameworks to stay ahead of change.

Moderator: