28 October 2020

2 mins read

Bassam Abdel Rahman: Building Asia’s Next Big Consumer Brand | Zenyum SG

What does it take to build Asia's next big consumer brand? Zenyum appoints Bassam Abdel Rahman as Marketing Senior Vice President to take the brand to new heights.

consumer brand

Singapore, 13th August 2020 – Asia’s leading Smile Cosmetics company Zenyum announced that Bassam Abdel Rahman (Bass) has been appointed as Senior Vice-President of Marketing to take the brand to new heights.


Bringing his experience from leading global brands including Apple and adidas and regional brands such as Grab, Carousell, and AirAsia, Bass will be heading Zenyum’s international marketing and design teams to propel the business from fast-growing start-up to one of Asia’s most recognised consumer brands.


“From the first day we opened our doors, customer love has been the number one KPI and even as we grew, we have never lost sight of that. Now, we have a huge opportunity to bring those transformational stories to life across South East Asia. Bass has helped us shape the brand over the last years, as an advisor, and we are incredibly excited to finally welcome him on board full-time as we build one of Asia’s most loved brands,” said Julian Artopé, CEO and Founder of Zenyum.


When asked about what inspired him to leave advertising after 15 years, Bass said, “I have been incredibly lucky to have worked for some of the best agencies and most creative people in the world, but I had begun to feel that the traditional agency model was struggling to keep up with the change in modern business. I wanted to go beyond creating ads. At Zenyum, we get to combine analytical and creative thinking to guide our decisions across the entire business, not just comms. We own the vision to build a unique, purposeful and consistent brand experience across all touchpoints as we achieve exponential growth.”


Bass also talked about how Zenyum’s founding mission of using technology to make healthcare more accessible across South East Asia, resonated with him deeply.


“As an advisor, I witnessed Zenyum grow from a team of 2 to over 200 and help thousands of people achieve the smiles they’ve always wanted. Now, I’m jumping into the ring as part of the team.”


Since 2018, Zenyum has collaborated with hundreds of top dentists across the region to meet the needs of consumers with innovative smile cosmetics products such as 3D-printed invisible braces.


Beyond aligners, they also launched their latest innovation last week — the Zenyum Sonic toothbrush.


“I’m particularly excited by the launch of Sonic, as our brand now has the potential to be in every household. We are reinventing the toothbrush from a mindless everyday accessory to a helpful tool for unlocking mindful habits… We’ll tell you more about it soon…” concluded Artopé.

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Bassam Abdel Rahman: Building Asia’s Next Big Consumer Brand | Zenyum SG