In today’s world, retail and e-commerce is one of the largest industries as it has become vital in helping drive the economy forward. With brands taking new approaches and AI on its way to prominence, it feels like a lot to take in. Luckily, to help us navigate the exciting intricacies of this side of Malaysia, we invited Reckitt’s Marketing Director Tiffany Tang in this chapter of rockbird media’s spotlight interview. Tiffany’s career journey began in sales, and it’s a foundation she believes is crucial for any professional working in marketing. Reflecting on her early years as a management trainee at Colgate-Palmolive, she emphasizes the importance of understanding the sales function to craft effective marketing strategies.
“I don’t see marketing as separated from sales. For me, it’s an integrated plan,” Tiffany asserts. She sees the two as complementary, both working together to ensure a consistent brand presence across different channels and whether physical stores or the emerging realm of social commerce, like TikTok. She adds that the modern sales landscape is evolving toward an omni-channel approach, with a strong emphasis on ensuring consumers can access, purchase, and use products across various platforms.
“It is also equally crucial for us to understand how consumers can actually reach our product, purchase our product, and eventually use our product,” she explains. As online platforms become increasingly significant, Tiffany believes that sales teams must stay agile, adapting to the evolving consumer behavior and technology trends that shape these interactions. Tiffany further highlights the importance of tapping into the subconscious and how consumers feel and what motivates their purchasing decisions. “keep peeling the onion,” she explains, referring to the process of continually digging deeper into consumer psychology. One approach Tiffany uses to understand consumers better is through neuromarketing. “we need to understand consumer as human as well, how the human brain works. How do we respond to stimuli, which includes advertisement as well to understand neuro marketing so that we can understand consumers better” she adds.
A key question in modern marketing is how to balance emotional engagement with the practical side of the business, such as using data to track performance and outcomes. Tiffany sees both as equally important but distinct components of the marketing process. She emphasizes that while data is often available at a faster cadence—like monthly sales figures—insights into consumer motivations and emotional triggers should be developed on a longer-term basis, perhaps quarterly or semi-annually. By aligning the “what” with the “why,” brands can create more effective strategies that resonate with consumers and deliver measurable results.
As local brands continue to embrace AI and drive creative excellence, she believes there is great potential for Malaysian brands to make an impact on the global stage. With leaders like Tiffany shaping the future of marketing and sales, Malaysia’s brand growth trajectory looks brighter than ever.
What’s beneath the surface for your brand? Join us and let’s peel deeper together to feel the growth at the Retail and E-commerce Summit Asia on February 26th. Let’s break through the layers of the future!
Check out our RESA Malaysia 2025 Landing Page at: https://rockbirdmedia.com/all_b2b/resa-my-2025/
