Posted on by Nathalie Tay
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Exclusive Interview with Alex Goh: “I encourage my team to think like founders”
02 May
In today’s competitive retail landscape, few brands have managed to evolve as dynamically as MR.D.I.Y. — and at the heart of that transformation is Alex Goh, Vice President of Marketing for the MR.D.I.Y. Group.
With over 14 years of experience in brand strategy, CRM, and innovation, Alex has been instrumental in redefining the company’s marketing approach, seamlessly blending traditional and digital strategies to connect with modern consumers while staying true to the brand’s core values.
Under Alex’s leadership, Mr. D.I.Y. has not only embraced an integrated omnichannel strategy, but also set new benchmarks in the home improvement sector. The year 2024 marked a significant milestone for the brand, with 18 high-impact campaigns such as Raya Sama-Sama and MR.DIY PANDAi Jaga Anda that reinforced its position as a market leader.
In this exclusive interview with MARKETING Magazine, Alex Goh explores his marketing philosophy and what it takes to lead a beloved brand in an ever-changing retail environment.
You’ve led MR.D.I.Y. through a period of rapid growth — what’s been your guiding principle in modernizing the brand while staying true to its roots?
Everything starts with understanding our customers. I always encourage the team to keep up with the trends such as spending time on social media to understand customer preferences or keeping an eye on how algorithms shape behavior.
By listening closely and thinking like our customers, we create campaigns that resonate. These insights help us deliver on our brand promises of Always Low Prices, convenience, and a wide product range.
2024 saw 18 major campaigns under your leadership. What does it take to consistently deliver high-impact, meaningful campaigns at that scale?
I believe that a passionate and dedicated team defines half of the success of delivering meaningful campaigns. But it’s when everyone is united by a shared goal and purpose that turns good work into something truly great.
Have you ever had a campaign that failed? What did you learn from it?
Success isn’t guaranteed with every campaign. I welcome the lessons in every challenge and failures because it is an opportunity to learn, improve, and come back stronger. As the saying goes, “The only real failure is the one we don’t learn from.”
How do you balance long-term brand building with short-term performance marketing demands?
Building long-term brand trust creates emotional connections, while short-term performance sparks action. By aligning both, we create a cycle where performance insights drive brand growth, and brand strength fuels better performance. The goal is not to prioritize one — it’s about combining both for lasting impact and real success.
What have been some of the most rewarding or surprising lessons from your journey leading marketing at MR.D.I.Y.?
One of the most rewarding lessons is realizing that anything is possible with the right mindset and the right team. I’m also fortunate to be in an environment where management not only supports bold ideas but actively encourages innovation.
Another valuable lesson is that great ideas can come from anyone, anytime. When people feel safe and trusted, their creativity shines—and that’s when the best campaigns take shape.
What’s your approach to leading a large marketing team through constant change, experimentation, and growth?
I champion a creative culture where every voice counts. When people feel seen and heard, creativity flourishes and that is where the best ideas take shape.
I also encourage my team to think like founders: take ownership, think big, and push boundaries. By creating a space for my team to lead and step beyond their comfort zones, I’ve seen them grow both personally and professionally.
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he APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
