Grace Low on defying gravity and keeping brands afloat

Accomplished marketing specialist and digital content creator, Grace Low has built her career at the intersection of strategy, innovation and brand growth. As Malaysia’s first to secure a verified blue badge for a RedNote business account, she later went to launch Malaysia’s first RedNote influencer marketing strategy. Today, her role in the hospitality industry further sharpens her expertise, as she shares on how to survive management change and defy gravity with sound turnaround strategies.

Grace’s journey into branding and marketing was shaped by her exposure to media, storytelling, and audience behaviour across multiple platforms. “I come from a commercial production background where storytelling was never just about aesthetics—it had to move audiences and deliver results,” reminiscing of her early days in television production.

As the media landscape changed, Grace was one of the early movers that understood the forthcoming digital wave. Observing China’s rapid consumption of digital storytelling and how brands can gain maximum exposure, Grace made the leap and never looked back.

Years spent in creating tourism and hospitality content for clients paid off—she found niche in the industry itself and in 2023, started serving reputable hotel establishments. She also moved beyond her capacity as a digital content creator, a growth phase that saw her portfolio moving into integrated marketing and communication strategies.

Grace strongly feels that during a change in management, even small shifts can feel destabilising, so a good leader is crucial. She narrates her way of dealing with the situation, “My first step is to align expectations and simplify systems during the thick of things—it’s focusing on clarifying roles, defining the decision-making authority and setting pragmatic goals for the team. Stability follows with transparency and realism, rather than blindly following outdated habits.”

For her recent case study at an international hotel chain located in Malaysia, Grace points out that whether it is a management change or a turnaround strategy needed, she resets three things immediately to ensure continuity in the hotel’s marketing:

1. Brand narrative
2. Channels to focus on
3. Performance benchmarks

“When you need to quickly turnaround, pull out data and digest the patterns. An example—if engagement is strong but conversion is weak, it’s often execution. If awareness is low despite investment in ads, it’s positioning. If traffic is high but sentiment is poor, then messaging and experience is misaligned. Data is your north; it tells the truth faster than opinions!”
From a digital perspective, she focused on addressing digital noise by inviting a wider range of content creators to visit, share reviews, and generate fresh conversations across social media platforms, helping to sustain visibility and public interest.

“During one leadership transition, I proactively invited major media to visit and review the hotel, especially during the hotel’s anniversary promotion, creating visibility and excitement. I also led initiatives that secured various prestigious awards, strengthening the hotel’s reputation and digital presence among competitors. By taking decisive action and maintaining marketing momentum, even amidst organisational change, I ensured that both the brand and the business continue to thrive, supporting teams across sales, operations and communications.

Missteps are common and Grace notes that overacting too quickly is a downfall, especially changing the narratives too rapidly, without a clear and strategic rationale.

On contrary to popular belief, chasing trends or surface-level credibility without understanding if it supports the brand’s long-term positioning or business immediate priorities can be detrimental.

“I also see organisations undervaluing the marketing department during critical times. Although it may be only a minor brand enhancement exercise, other departments are consulted instead of the marketing personnel who are responsible for shaping demand, guiding customers decisions and protecting brand equity. Marketing is not about revenue conversion only; we contribute meaningfully to business outcomes and long-term value”

Shifting the conversation to women’s empowerment at the workplace, Grace says that while her leadership is decisive and structured which are critical traits in high-pressure, result-driven environments, being a mother of two also taught her to balance assertiveness and empathy. “

She concluded by giving her advice to emerging women leaders—cultivate a mindset of ownership, confidence, curiosity and humility. “Put your ego away, true leadership is about serving the team, the business and stakeholders, it’s not about proving yourself. Be confident in your expertise but listen actively, learn quickly and most importantly, be willing to admit what you don’t know.”