Maxis digital strategy head moves to Reprise as MD

Elina Peek-Lantz, Maxis’ head of digital strategy and (media) planning, is joining Mediabrands Malaysia as MD of Reprise. Peek-Lantz (pictured) replaces Sujith Rao who joined Publicis Groupe Southeast Asia as MD of Publicis Commerce.

She will be responsible for innovating Reprise’s product and service capabilities and work in close collaboration with partner agencies UM and Initiative to drive the strategic direction of performance marketing, analytics, and technology channels across all clients. Her appointment is effective 1 November and she will report to CEO of Mediabrands Malaysia, Bala Pomaleh.

Peek-Lantz has 17 years’ experience working with international teams in corporate and start-up environments. At Maxis, Peek-Lantz led a team of digital marketing specialists to create and execute digital marketing and eCommerce strategies for retail SMEs and large corporations, her LinkedIn said. She worked with brands including Bata, Crocs, XIXILI, and Siti Khadijah. She also worked at Lion & Lion, Petbo, Mindvalley, and STASIT.

Peek-Lantz said she is thrilled to join Mediabrands as it expands the Reprise footprint in Malaysia. “The current market landscape has created great opportunities for brands to further amplify their online presence, and the Reprise framework of customer flow is a perfect launch pad for any business looking to incorporate digital strategies and drive business growth,” she said.

She added that she looks forward to expanding the Reprise service and product portfolio as it focuses on creating a seamless customer journey for path to purchase.

Meanwhile, Pomaleh said that Peek-Lantz comes with deep knowledge of the changing nuances in the digital marketing ecosystem.

“We have seen great strides in these new spaces and have been investing immensely in growth areas such as eCommerce, experience design and performance content. Peek-Lantz’s role will have a significant influence over the success of our organisation as she works alongside our leadership teams at UM and Initiative to drive digital strategies and create a safe and responsible media environment across our portfolio of clients,” he added.

Reprise APAC president Pippa Berlocher, added that she is excited to have Peek-Lantz join the business.

“Given her entrepreneurial background and experience, I know she will bring great energy and capabilities that both our team and clients will benefit from,” Berlocher said. She added that Malaysia remains a key market for Reprise in the APAC region, and she is looking forward to partnering closely with Peek-Lantz to elevate the craft excellence within the business and drive growth for both its clients and Mediabrands.

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