Diana is a seasoned Chief Marketing Officer at Boost, the regional fintech arm of Axiata. She has over 25 years of experience in Southeast Asia and is renowned for her data-driven approach and customer-centric strategies.

Since joining Boost in 2021, Diana has led the creation of a unified brand strategy that includes branding, marketing, and PR. She successfully dissolved departmental silos to form a centralized marketing team, enhancing in-house capabilities for serving both consumers and merchants across all Boost entities, including the newly launched Boost Bank.

Under her leadership, functions like brand strategy and planning, social media, performance marketing, CRM/CLM, media planning for ATL, BTL and digital media, creative development, event management, website content, PR, and Martech have been integrated to provide a cohesive full-funnel marketing approach. In 2024, she was awarded Malaysian CMO Award for Financial Services.

Diana started her career at top advertising agencies like BBDO/Proximity and Saatchi & Saatchi, where she developed her expertise in branding, marketing, PR, and later ventured into digital media at Better Digital Solutions & Ctrlshift. Before joining Boost, she was the CMO at Lazada Malaysia, earning the 2021 Marketing Excellence and Innovator of the Year awards. Her previous positions include Country Manager at iflix and Regional Head of Publisher Solutions at CtrlShift.

Her leadership style prioritizes compassion and trust-building, fostering innovation and collaboration. Diana prioritizes consumer needs, crafting tailored strategies that drive business performance. Her legacy is one of transformative leadership, leaving an indelible mark on every organization she touches.