Behaviorally appoints new VP for Philippine expansion

Behaviorally, the digital-first market leader in shopper marketing consultancy, announced its expansion into the Philippines, servicing clients from a new Manila hub, with Joy Abella-Yu joining as vice president.

Behaviorally applies a digital-first approach to shopper research, a unique behavioral framework, state-of-the-art AI technology, and decades of category expertise to define and diagnose the factors that influence consumer behavior and drive shopper growth in both the digital and physical spaces.  This is its latest move into spreading into Asia while establishing new global offices in Switzerland, Australia, New York City, France, and Germany.

Previously before joining Behaviorally, Abella-Yu held leadership roles at numerous research agencies as well as client companies including Kantar, Johnson & Johnson, The Hershey Company, Procter & Gamble, and more. She has over 15 years of market and consumer insights experience, having worked throughout Southeast Asia and in the US. Abella-Yu is joined by Director Kat Lim in servicing brands in the region from the new hub.

Behaviorally’s group president Crispin Beale said, “We are so pleased to welcome Joy to our rapidly growing Asian team. Her extensive experience helping FMCG companies in and outside of Asia shapes their go-to-market and retail strategies, and develops successful innovations. Her knowledge of media and digital trends make her the perfect fit for helping us implement our strategic vision in this region and guide our customers to success.”