Xamble Strengthens Senior Leadership Team As Nuffnang Wins ‘Influencer Agency of the Year’ Award

Xamble Group Limited (Xamble), one of Malaysia’s and Southeast Asia’s leading digital growth marketing groups and the holding company for Nuffnang Sdn Bhd, has announced strategic appointments to accelerate its ambitious growth plans in line with the growing digital economy.

Joining its senior leadership team are Shereen Wong as chief growth officer (far right in pic), Michael Chen as head of marketing and community (centre right) and Prateek Roy as chief product officer(centre left).

These strategic appointments were made against the backdrop of Xamble’s aim of scaling its operations even higher while expanding its market presence across Malaysia and the Southeast Asia region.

Xamble executive chairman Ganesh Kumar Bangah (far left) expressed confidence in the new appointments, emphasising their crucial roles in driving what he termed as “the company’s next phase of growth”.

“We are poised to elevate our capabilities and deliver unprecedented value to our ecosystem of brands, creators and consumers,” said Ganesh.

He cited the Group’s ‘Xamble Creators’ platform as a key driver of this growth, highlighting its role in connecting influencers with brands to create compelling content and drive consumer engagement.

This platform, along with other innovative solutions like ‘Xamble Live Commerce’ leverages AI and blockchain technologies to enable a seamless and effective marketing ecosystem.

This transformation is part of Xamble’s shift from a service-based to a platform-centric business model, enabling the execution of multiple tasks on a unified digital infrastructure.

“The new strategic hires are poised to be game-changers in this journey. Shereen, with her extensive experience in growth strategies, will spearhead our Group’s expansion initiatives into new markets and drive our growth agenda with innovative approaches and strategic insights,” said Ganesh.

“Michael, in turn, brings a powerful combination of expertise in community engagement and creative direction, while Prateek will drive innovation and product development with his deep technical knowledge and visionary approach,” he added.

On her appointment, Shereen said she continues to be inspired by the opportunities to redefine media strategy and empower creators to drive positive change in the creator economy.

“By championing the voices of creators and fostering collaborative partnerships, we at Xamble are on a mission to cultivate authentic storytelling and meaningful connections between brands and their audiences. This approach will empower brands through AI and the creator economy,” said Shereen.

Meanwhile, Michael said he was ‘incredibly honoured’ and excited to be joining Xamble: “In a way, it’s a return to an industry that I love. I was part of Nuffnang, one of the companies under the Xamble group, from 2013 to 2018, where I founded their branded social video production arm previously called RTV. I believe in the power of content in all its forms.”

“User-generated content (UGC) via Influencer Marketing, combined with the Xamble Creators platform, will be an unstoppable force that will benefit everyone in the digital ecosystem. From brands to influencers at every level, the landscape is ripe for a game-changer. This is why I am truly excited to be part of it,” added Michael.

Prateek said he is ‘thrilled’ with his new role which stems from a belief that, by automating key offerings and leveraging the right data, Xamble can build upon a differentiated platform with immense market potential and scalability.

“The market is experiencing rapid growth, driven by the emergence of nano and micro-influencers and the rise of platforms like TikTok. Influencer marketing will continue to expand, offering brands highly engaged and targeted audiences, creating more impactful and efficient marketing opportunities,” said Prateek.

Xamble Group today has a strong presence in Malaysia, Singapore and Taiwan, serving over 300 brands and collaborating with more than 20,000 creators, reaching an audience of over 20 million consumers.

“By expanding our influencer marketing, digital marketing, performance marketing and social commerce platforms, Xamble aims to drive significant growth and innovation in the digital marketing landscape,” said Ganesh.

“Our mission is to assemble digital communities that deliver wealth and value, and with these new appointments, we are strongly positioned to achieve this vision faster than what we had initially anticipated.”

Xamble subsidiary Nuffnang clinches 2 Silver and 1 Bronze Wins at d Awards 2024

Evidence of Xamble going from strength to strength was last Friday at the Malaysian Digital Association’s d Awards 2024 Presentation & Gala Night when subsidiary Nuffnang clinched the Silver award for Influencer Agency of the Year alongside other monumentous wins.

Recognised by and listed in Research Company Evaluating The Media Agency Industry (RECMA)’s Malaysian report and known for its unbiased and extensive industry peer-reviewed evaluation, d Awards 2024 honoured Nuffnang with the respectable Silver Influencer Agency of the Year award, further proving Nuffnang’s commitment to add value to all stakeholders; clients, influencers, employees, and the wider public.

Nuffnang general manager overseeing the Creators, Sales, HR and Finance portfolio Lee Jo-yee said: “Being awarded Silver for Influencer Agency of the Year is an honourable testament to our team’s immense hard work throughout 2023. Despite it being a challenging year not just for the industry but for the global landscape as a whole, we are extremely proud to recognise both past and present employees’ struggles and successes with us.”

Jo-yee added that Nuffnang has always focused on improving its existing ecosystems: the product ecosystem built to serve brands and influencer ecosystem built to serve influencers and creators.

Through 2023, Nuffnang has announced multiple new products such as the Nuffnang Influencer Selection Scorecard and Strategy Team alongside the Nuffnang Talent Squad. Each was created to serve clients and influencers respectively.

“We have seen much success from our efforts to improve our ecosystems. This win has proven that we are definitely supercharging our clients, influencers, company and industry as a whole,” said Jo-yee.

Beyond the Silver Influencer Agency of the Year win, Nuffnang also achieved other historic and monumental successes at d Awards 2024.

This awards night saw Nuffnang’s first wins in the branded campaign categories; Bronze for Best Influencer Marketing Campaign and Silver for Best B2B Marketing Campaign. These achievements come on the heels of Nuffnang having clinched the Bronze Best Use of Digital for Impact win in 2023.

Nuffnang senior leader Isaiah Saw who overlooks the campaign strategy and product innovation portfolios was naturally elated with these achievements. As the leader who spearheaded the creation of the Influencer Selection Scorecard while heading the strategy team, Isaiah described the win as a “testament that influencer marketing, with the right strategy, works”.

“It’s amazing to see how much impact our in-house strategy team has created for all our stakeholders. Beyond just the awards win, we have created more focused campaigns that address our clients’ deeper pain points. This directed approach has helped clients achieve results beyond just social media metrics to succeed in business growth numbers too.”

“This is also a huge win for Nuffnang. It’s our second year officially putting our work out there for awards submissions and we finally reap the results of our efforts. We would not be able to secure these wins for our clients without our talented and hardworking teams.”

With the constant and consistent enhancements to the ecosystem of offerings and commitment to ‘Build Better People’, the Xamble Group and Nuffnang are set to create even more impact for stakeholders and the overall industry.

Want to get in touch with the Xamble Group and Nuffnang? Reach out via email at [email protected] to learn more on how to build better influencer marketing campaigns together.