Social commerce platform SEA SuperMom promotes Lynn Yeoh to CEO position

Southeast Asia family-focused AI-based social commerce platform SuperMom has promoted executive director Lynn Yeoh to CEO. Yeoh (pictured) will lead the platform’s growth in terms of regionalization, user growth and B2B customer engagement. As CEO, she will also work closely with SuperMom Founder and Chief Strategy Officer, Joan Ong, and Co-Founders Rebecca Koh and Luke Lim. With over 20 years of digital performance marketing and product development under her belt, Yeoh possesses analytical acumen with an acute ability to analyze data and maximize marketing ROI. She is also experienced in data-driven customer journey as well as experience planning.

Yeoh first joined SuperMom in March 2021 as Executive Director. Before SuperMom, she spent five months as director of digital and performance at Havas. Yeoh was also Densu’s Product Manager for the Global Data Innovation Center. As product manager, she led a cross-functional team of 14 data scientists, engineers and designers to develop and maintain a prioritized product backlog, defined specifications and prototypes, her LinkedIn said. In addition, she was in charge of the agency’s strategic product roadmap. Other leadership roles Yeoh has held include her role as Director of Carat Media and Associate Director of Zenith.

Yeah said INTERACTIVE-MARKETING that she found her leadership role extremely meaningful as she had the opportunity to bring value to millions of parents and families in Southeast Asia. She added that she aims to inspire her team to stay passionate about building a digital family ecosystem that can empower parents. According to her, the platform is already making improvements by providing recommendations that use an AI-based aggregation of “most popular” or “most searched” sections across major online marketplaces.

The platform also strives to provide mothers with various opportunities such as trying a product before buying and earning extra income through its “SuperMom Voices” platform. This can be achieved by becoming a product reviewer or participating in the platform’s polls and surveys.

“I have always wanted to work for a company that contributes meaningfully to society. SuperMom is a business model for good, where the platform helps both stay-at-home and working parents generate income This is especially beneficial for those who may face financial hardship caused by the pandemic,” she explained. With a vision to become the most trusted family digital ecosystem in Southeast Asia, Yeoh added that SuperMom was unique because it offered families the opportunity to generate income, learn parenting skills and receive emotional support.

After the pandemic hit, Yeoh said SuperMom accelerated the shift to online communities and influencers. The change has also evolved social commerce. Today, moms are constantly looking for platforms that allow them to learn about new products, understand the benefits of the products, and give them the opportunity to try the products before buying them. Apart from the change in social commerce habits, Yeoh was also aware that brands now face difficulties in interacting with brands. This in turn led to the platform’s attempt to bridge the gap, bringing healthy brands to families.

“Moms are constantly on the lookout for knowledge that helps them and their families live better and smarter lives, and SuperMom strives to provide that knowledge. Our AI-powered platform empowers moms to learn about new products and services, understand and compare their benefits, and often can try before you buy,” she explained. Currently, the platform is available in six Southeast Asian countries. .

SuperMom provides personalized product recommendations with price comparisons. The platform is also coupled with a strong community of key opinion moms who provide genuine UCG reviews and information. The platform has collaborated with over 400 brands, including PediaSure, Similac, Pampers, Geniebook, Dove, Lazada, Shoppee, and Pinterest, among others. The company said it has a total user base of around two million parents in Southeast Asia, and the numbers are expected to increase as it penetrates further into the region. Currently, SuperMom is available in six Southeast Asian countries.

With its technology and growth potential, the platform caught the eye of investor Koh Boon Hwee, who was a key investor in its early funding rounds. “SuperMom’s mission to empower parents across Southeast Asia through the use of their technology and community is something that I believe will benefit millions of families in the emerging market at Southeast Asia is growing rapidly, and I am particularly impressed with their ability to expand into the regional markets despite the pandemic situation,” Koh told MARKETING-INTERACTIVE.

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