MANILA -- SM Prime Holdings said Tuesday it appointed a new president of SM Supermalls, Steven Tan, previously its chief operating officer.

Tan's new role as president of Shopping Center Management Corp or SCMC is a "step up" from his former COO role, SM Prime told the stock exchange.

He led expansion of the SM brand, founded by the late tycoon Henry Sy, to premium malls like SM Mall of Asia and SM Aura Premier, according to the disclosure.

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"His new position underscores the rapid and dynamic changes in the Filipino consumer behavior," according to the disclosure.

Tan also pushed for robot-powered concierge services at SM Megamall as part of a broader push to incorporate artificial intelligence into retail.

Tan acquired his master’s in business administration from Paris School of Management. He worked in Taipei and Shanghai before returning to the Philippines to pursue marketing and communications.