Zalora's SEA CMO Achint Setia steps down

Achint Setia, Zalora’s chief revenue and marketing officer, officially stepped down from his role on December 31, 2024, after a two-and-a-half-year tenure. Setia confirmed his departure in a LinkedIn post, expressing gratitude for his time at the company and hinting at a new chapter in India.

“Today, I completed another chapter in my journey with memories, learnings and lots of gratitude for the wonderful folks at Zalora Group. Back to homeland now in the new year for a new adventure. Will share soon… Wishing everyone a very prosperous new year!” Setia wrote.

Setia has yet to disclose details of his next move when contacted by Campaign Asia-Pacific. During his tenure at Zalora, he worked towards driving the shopping platform's growth, marketing innovation, customer engagement, and sustainability efforts in the Southeast Asian market.

Setia joined Zalora in July 2022, bringing a robust track record of leadership in e-commerce and technology. A Myntra, McKinsey and Microsoft alum, his exit comes at a time when Southeast Asia's e-commerce landscape faces intense competition from ultra fast fashion players like Shein, Alibaba, TaoBao and TikTok Shop. Under Setia's tenure, Zalora maintained profitability while making sustainability and customer experience a focus. 

Key marketing initiatives during Setia’s tenure include:

• Launch of innovative offline-to-online activations such as 'The Terminal,' 'Nike Train,' and 'Adidas Superstore' to drive customer engagement and sales numbers post-pandemic. Most recently, the platform launched a 'Shop More, Save More' guerrilla marketing campaign in Singapore and Kuala Lumpur to break the clutter of 11.11 sales campaigns.  
• Expansion of Zalora’s Earth Edit category with the introduction of a pre-loved fashion marketplace, and launch of the 'snap-and-drop' recycling programme in partnership with Life Line Clothing. Customers were incentivised to donate old clothes with Zalora vouchers, contributing to recycling and upcycling efforts.
• Investments in marketing technology to improve customer segmentation, personalisation, and engagement while leveraging KOLs and content-driven social media strategies to improve brand visibility.
• Strengthen the backend logistics to position the company as a launchpad for global fashion and lifestyle brands entering Southeast Asia.

Setia also led the launch of a loyalty programme in 2023, which boosted customer retention and spending, further cementing Zalora’s position as a customer-first brand.

Setia’s tenure at Zalora reflected the changing nature of the CMO role, which he described as increasingly intertwined with growth responsibilities. Speaking to Campaign Asia-Pacific for The CMO's MO column, Setia described the role as “duelling titans,” responsible for customer acquisition, retention, and long-term brand building.

“Marketers today are duelling titans that play a significant role in not just customer acquisition but also retention and customer lifetime value growth,” he said.

Setia also dabbled in generative AI initiatives at Zalora to optimise pricing, personalisation, and customer retention.

Zalora has not yet announced a successor for Setia’s role.