ASICS has appointed Gabriel Yap (pictured) as its regional marketing director for Southeast Asia. Based in Singapore, he reports directly to Yogesh Gandhi, managing director of ASICS Asia. In his new role, Yap will be overseeing all marketing activities for the company’s portfolio of brands such as MSL and Saatchi & Saatchi Singapore among others, while ensuring that all strategies and brand executions are aligned across the Southeast Asia and South Asia markets.
He will be in charge of markets such as Singapore, Malaysia, Indonesia, Thailand, Philippines, Vietnam, and India.
Prior to ASICS, Yap was with PUMA for almost a decade where he held several roles, his latest stint being the Southeast Asia head of marketing. During his time at PUMA, Yap was responsible for the planning and execution of integrated marketing communications strategies to elevate PUMA’s brand, and brings over a wealth of sports marketing experience.
“It’s great to have Yap on board to manage our growing marketing team. There is no doubt that he brings to the table a great depth of industry experience and we can’t wait to see the synergy he can bring to the team,” Gandhi said.
“I’m very humbled by the opportunity to be part of a company with such a rich heritage. I’m excited to bring my experience to the table to help enhance such a diverse and exciting portfolio of brands,” Yap added.
Most recently, the brand tapped into MSL and Saatchi & Saatchi as its PR and social media partner in Singapore, following a pitch in February 2018. The appointment is for 12 months and will see the joint team will work with ASICS to elevate the brands’ presence in Singapore, as well as providing regional support. This includes markets such as Malaysia, Indonesia, Thailand, Philippines and Vietnam.