XM Asia Names Rueben Anthony MD of Transformation & Consulting

XM Asia CEO Nanda Ivens today appointed XM Malaysia Managing Director Rueben Anthony to the role of Managing Director of XM Asia’s regional Digital Transformation & Consulting Unit.

XM Asia’s consulting unit offers enterprise system integration solutions, user experience and information architecture design, digital analytics, eCommerce and consumer digital behaviour research, as well as CRM solutions.  Anthony replaces Vince Lui, who is departing the agency to pursue new opportunities.

“Rueben has been instrumental in the growth and development of the consulting business, working alongside Vince, so it is a natural move for him to take on the top role.  He is extremely driven and an incredible personality.  I have no doubt that he will be extremely successful in his new role,” said Ivens.  

“I wish Vince all the best in his new venture. Vince’s tireless leadership has contributed so much to the agency’s growth over the last 13 years, and done a fantastic job in building the consulting unit into the powerhouse that it is today.”

Anthony brings with him 16 years of cumulative experience in digital marketing and consulting.  In addition to his role as GM of Malaysia he has, over the last two years, also led XM Asia’s Digital Transformation Practice in Malaysia with local, regional and global brands across the Telco, Financial, Tourism & Airlines verticals. During this time he has helped brands across Asia, Middle East and Africa establish their digital footprint and better connect with customers. 

Anthony joined XM Asia in Singapore in 2006 as an Account Director on HP and MSIG, and was later promoted to New Business Director. In 2008, he moved back to Malaysia to establish XM Asia’s Kuala Lumpur office, and lead the Digital Transformation practice. 

Anthony, who will be based in Singapore in his new role, will continue to oversee the KL office.

"Rueben has been the key driver to XM consulting growth across the region. He will bring XM consulting practices and key partnerships to new heights,” said Lui. “I believe we will be hearing more success stories from the consulting team in 2015."