Table of Contents
- Key Highlights:
- Introduction
- The Journey from Accidental Marketer to Industry Leader
- Adapting to Change: A Start-Up Mentality
- Building Trust: The Role of Reliability in Brand Growth
- Challenging Consensus: A Path to Innovation
- The Importance of Team Development and Hiring
- Embracing Technology: AI and Pattern Recognition
- Marketing with Purpose: The Social Impact of Grab
- The Future of Marketing: Insights from Cheryl Goh
- FAQ
Key Highlights:
- Cheryl Goh, Group VP of Marketing and Sustainability at Grab, emphasizes the importance of adaptability and purpose-driven leadership in marketing.
- Over her 13 years at Grab, Goh’s approach to hiring, team development, and consumer understanding has been pivotal in shaping the company’s growth trajectory.
- Goh advocates for breaking marketing norms and stresses the need for marketers to recognize patterns and adapt to changes in consumer behavior and technology.
Introduction
In the ever-evolving world of marketing, few professionals can boast a journey as dynamic as that of Cheryl Goh, the Group Vice President of Marketing and Sustainability at Grab. With over a decade of experience at one of Southeast Asia’s leading superapps, Goh has not only witnessed but actively shaped the transformation of Grab from a localized taxi service into a multifaceted platform offering a range of services from food delivery to financial solutions. Her insights into the marketing landscape, born from real-world experience and a commitment to purpose, offer invaluable lessons for current and aspiring marketing leaders. This article delves into Goh’s career, exploring the pivotal strategies that have defined her success and the principles that can guide others in the fast-paced realm of modern marketing.
The Journey from Accidental Marketer to Industry Leader
Cheryl Goh’s entry into the marketing world was serendipitous. Initially assuming she would be offered a role in product development or business development, Goh was surprised when Grab’s founder, Anthony Tan, recruited her for a marketing position, citing the need for someone with a strong business acumen rather than traditional marketing experience. This unexpected pivot became a defining moment in her career.
Over the years, Goh has transformed her initial uncertainties into strengths, leveraging her background in business development to foster a marketing approach that is both commercially savvy and deeply connected to the customer experience. As she reflects on her journey, Goh acknowledges the challenges and learning curves she has faced, emphasizing the importance of constantly evolving in response to the market’s demands.
Adapting to Change: A Start-Up Mentality
At Grab, Goh describes the work environment as one where change is the only constant. “Working at Grab, you feel like you have to interview for your job every six months,” she notes, highlighting the dynamic nature of a start-up culture that prioritizes agility and innovation. This mentality not only fuels personal growth but also drives the company’s ability to adapt to new challenges and opportunities.
Grab’s expansion into eight Southeast Asian markets showcases this adaptability. The company’s services have grown from ride-hailing to encompass food delivery, financial services, and more, each requiring Goh and her team to continuously reassess their marketing strategies to align with diverse consumer needs across different regions.
Building Trust: The Role of Reliability in Brand Growth
In a world marked by uncertainty, Goh identifies brand reliability as a crucial driver of growth. “Being a reliable brand that people trust drives growth,” she asserts. In her view, fulfilling consumer promises consistently is essential for establishing a loyal customer base. This perspective has influenced Grab’s marketing strategy, which prioritizes transparency and accountability in all consumer interactions.
Goh’s belief in the power of trust extends beyond marketing to encompass product and service quality. She argues that no amount of marketing can compensate for a poor customer experience. This understanding has led her to advocate for a culture that prioritizes consumer insights, ensuring that all aspects of the business align with customer expectations and experiences.
Challenging Consensus: A Path to Innovation
One of Goh’s key lessons from her time at Grab is the importance of challenging consensus rather than accepting it blindly. Reflecting on her experiences, she acknowledges moments when she conformed to prevailing opinions instead of asserting her insights. “My regrets are generally around those kinds of decisions or not being far stronger in what I think and know is right,” she states, emphasizing the need for leaders to assert their perspectives, especially in a consensus-driven environment.
This willingness to dissent has not only shaped Goh’s leadership style but has also fostered a culture of innovation within her team. By encouraging open dialogue and critical thinking, Goh creates an environment where team members feel empowered to propose bold ideas and challenge the status quo, essential elements for driving growth in a competitive market.
The Importance of Team Development and Hiring
A cornerstone of Goh’s success has been her commitment to hiring and developing talented individuals. She believes that the quality of a marketer’s team directly influences the overall effectiveness of marketing strategies. “Whenever we have not done a good job, it is always when we don’t spend enough time in coaching, teaching, and learning,” she explains.
Goh’s approach to hiring emphasizes finding individuals who not only possess specialized skills but also demonstrate a strong understanding of the business as a whole. By fostering cross-functional collaboration, she ensures that her marketing team is well-equipped to contribute meaningfully to the company’s broader objectives. This commitment to team development has yielded tangible results, with former team members advancing to leadership roles within Grab and beyond.
Embracing Technology: AI and Pattern Recognition
As technology continues to reshape the marketing landscape, Goh recognizes the importance of not just adopting new tools but also understanding the underlying patterns that drive consumer behavior. While Grab has invested in AI tools to enhance its marketing efforts, Goh argues that the key skill for modern marketers lies in their ability to detect emerging trends and adapt swiftly.
“Marketers need to see signals before they become obvious and then decide how to act on them,” Goh states. This proactive approach to understanding market dynamics is crucial for staying ahead of competitors and meeting consumer needs effectively.
Marketing with Purpose: The Social Impact of Grab
Beyond the business metrics, Goh finds fulfillment in the social impact that Grab creates. “We give livelihoods to drivers and help small businesses grow,” she explains, underscoring the importance of aligning marketing efforts with a greater purpose. For Goh, marketing is not merely a transactional endeavor; it’s a tool for facilitating meaningful connections and improving lives.
Her commitment to sustainability and social responsibility is reflected in her involvement with various organizations, such as the Tengah Island Conservation in Malaysia and the social impact organization Acumen. By championing causes that resonate with her values, Goh demonstrates that marketing can be a force for good in society.
The Future of Marketing: Insights from Cheryl Goh
As the marketing landscape continues to evolve, Goh’s insights serve as a guiding light for practitioners navigating the complexities of the industry. Her emphasis on adaptability, consumer understanding, and team development is relevant now more than ever, as brands strive to connect with consumers in a rapidly changing environment.
Looking ahead, Goh believes that the most successful marketers will be those who can balance technological advancements with a deep understanding of human behavior. “It’s not just about the technology,” she asserts. “It’s about how you apply it to enhance the consumer experience.”
FAQ
What is Cheryl Goh’s role at Grab?
Cheryl Goh serves as the Group Vice President of Marketing and Sustainability at Grab, where she has been instrumental in shaping the company’s marketing strategies and sustainability initiatives over her 13-year tenure.
How has Grab evolved under Cheryl Goh’s leadership?
Under Goh’s leadership, Grab has evolved from a local taxi service into a multifaceted superapp offering various services, including food delivery and financial solutions, across multiple Southeast Asian markets.
What marketing strategies does Goh advocate for?
Goh emphasizes the importance of adaptability, challenging consensus, team development, and a focus on consumer insights. She believes that these strategies are crucial for driving growth and innovation in today’s competitive marketing landscape.
How does Goh view the role of technology in marketing?
Goh sees technology, particularly AI, as a tool that marketers must leverage to understand market patterns and consumer behavior. She emphasizes the need for marketers to adapt quickly to changes rather than simply adopting new technologies.
What does Goh believe about marketing’s impact on society?
Goh believes that marketing can be a force for good, facilitating social impact and improving lives. She advocates for aligning marketing efforts with a greater purpose and contributing positively to society through business initiatives.