Tan will oversee marketing and communications, regional account management and creative solutions, broadcaster relationship, sports projects, activations and events and esports and gaming.
Maxis first called for an integrated pitch review in February, as it aims to transform into a strong converged player in Malaysia for both fixed and mobile.
"Companies need to think of the buying and living process of the product," John Copeland, Adobe's VP, marketing and customer insights, said.
"The creative could have won either way as it's a story about ambition and perseverance, which is what Nike is all about."
A+M understands the pitch covers markets such as Malaysia, Singapore, Indonesia, Thailand, Vietnam and the Philippines.