eCommerce enabler CREA names new CEO as it expands MY presence

ECommerce enabler CREA has appointed Katrina Neo as CEO for Malaysia to lead the company's expansion within the country. According to CREA, the expansion will help brands maximise the opportunities to go direct to Malaysian consumers and help consumers gain greater access to different products across multiple channels.

Prior to joining CREA, Neo (pictured) held leadership roles at a range of companies such as Dutch Lady, Kraft, GlaxoSmithKline (GSK), and Kimberly-Clark, where she was instrumental in driving commercial transformation. She was also responsible for implementing various go-to market strategies that led to market share and revenue growth for the brands.

According to CREA, Neo brings extensive in-market landscape knowledge, which will help drive CREA’s growth and scalability. With plans to onboard new brands and expand its presence into Malaysia, CREA added that Neo will be instrumental in spearheading localisation efforts for those brands. CREA’s portfolio currently includes over 84 international beauty, fashion, and FMCG brands such as The Body Shop, Vans, and Nestlé Dolce Gusto. The company specialises in omni-channel technology, e-fullfilment, store operations, social commerce, and brand.com.

The appointment follows the USS$25 million investment in mid-November 2021 by brand accelerator, SuperOrdinary. By partnering with SuperOrdinary, it created a global distribution network that will allow brands that were working with CREA to expand into new markets seamlessly. A+M has reached out to CREA for additional information on her appointment.

Neo explained that over the past two years, the digital commerce space saw accelerated growth, especially in Southeast Asia. According to her, the Malaysian market presented itself as a great opportunity for growth, and there has never been a better time to enter. "With CREA’s capabilities and technology firmly in place, I look forward to hitting the ground running with the team," she said. 

Meanwhile, founder and co-CEO of CREA, Aimone di Ripa Meana said the company was excited to have Neo onboard to help drive the company’s next phase of growth in Malaysia, following its significant investment to build capabilities in the market.

According to Meana, Neo would be able to help brands in Malaysian navigate the complexity of the fragmented digital space and achieve eCommerce success across multiple channels. "We are confident that our continued success in Southeast Asia, led by our power-based market of Thailand, can be replicated in Malaysia, under Neo’s leadership," she explained. 

Global retail eCommerce sales are expected to exceed US$5 trillion this year for the first time, according to eMarketer, accounting for more than a fifth of overall retail sales. The number will continue to increase over the next few years, surpassing US$7 trillion in 2025.

Despite the increase in retail eCommerce sales, eMarketer found that growth in this segment is slowing down, with the percentage change dipping from 16.3% in 2021 to 12.2% this year. By 2025, the percentage change in retail sales will slow to 9.2%.

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