Coca-Cola regional head of customer development departs

Hayley Yew (pictured) has stepped down from her role as head of customer development at Coca-Cola Beverages Singapore, Malaysia and Brunei, bringing her seven-year stint with the company to a close.

Yew shared the move in a LinkedIn post, reflecting on the relationships, challenges and lessons that shaped her time at Coca-Cola since joining the business in 2019.

“Still quite surreal that this chapter has come to an end,” she said, adding that she joined Coca-Cola for the job but was leaving with “so much more”, including friendships, lessons and memories built over the years.

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Yew had served as head of customer development since January 2024, leading Coca-Cola's modern trade business across hypermarkets, supermarkets, mini markets and eCommerce. Her remit spanned commercial strategy, strategic customer partnerships, revenue growth management, portfolio optimisation and execution.

Prior to taking on the role, Yew was head of on premise and business development from July 2023 to January 2024. During her tenure, she led the company's on-premise key accounts and business development agenda, with a focus on accelerating the channel's post-pandemic recovery.

Her remit included customer partnerships, new business acquisition and digital transformation. According to her LinkedIn profile, Yew helped secure competitive wins with brands including KFC, Pizza Hut, Resorts World Genting, Secret Recipe and Sushi King, as well as Malaysia Airlines and AirAsia. She also led digital transformation initiatives that tripled merchant transactions across food aggregator platforms.

Yew first joined Coca-Cola Beverages Singapore, Malaysia and Brunei in September 2019 as group customer development manager. In the role, she led its on-premise direct key accounts business, focusing on cost optimisation, customer partnerships and commercial recovery initiatives. Before joining Coca-Cola, Yew held managerial roles at FrieslandCampina and Heineken Malaysia.

Yew's departure comes as Coca-Cola continues to build its presence around local cultural and dining occasions in the region. Most recently, the beverage giant unveiled "Coca-Cola chopsticks", a pair of food-grade stainless steel chopsticks modelled after its iconic contour bottle silhouette. Debuting at GastroBeats 2026, the collectible marked the concept's first market launch globally and formed part of Coca-Cola's wider effort to strengthen its association with dining occasions across Asia.

Chrystian Lim, marketing director of Singapore, Malaysia and Myanmar at The Coca-Cola Company, previously told MARKETING-INTERACTIVE that the initiative was inspired by the role food plays in bringing people together across the region.

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