Estée Lauder names new regional online director for APAC

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Beauty brand Estée Lauder has appointed Katie Choy (pictured) as regional online director for APAC.

Choy is tasked at overseeing and leading the online business for the company in APAC across Japan, Korea, Australia, SEA, Hong Kong and Taiwan by providing regional direction and guidance, digital media optimisation, channel strategy, product assortment, customer acquisition and retention.

Her responsibilities will also cover official online store, marketplaces and online retailers' platforms.

Prior to the new position, Choy was at Dyson Hong Kong for over four years, having helmed the roles of head of sales for Hong Kong and head of eCommerce for Hong Kong and Taiwan, according to her LinkedIn.

Choy joined Microsoft as online store manager back in 2014 and was promoted to senior marketing communications manager for Greater China in 2016. She was also assistant advertising and promotion manager at Sony in 2013.

Back in November 2021, YoeGin Chang, SK-II's global senior brand director, joined Estee Lauder's La Mer as its SVP. Following her departure, P&G's president of global skin and personal care, Markus Strobel, continues to drive the business as interim leader for SK-II. With more than 12 years of consumer goods experience under her belt, Chang (pictured) is skilled in business management, in-market strategy and operations and global brand marketing.

According to her LinkedIn, Chang has a track record of turning around businesses and brands. She has also worked with consumers across ASEAN, Hong Kong, China, Taiwan, Japan, Korea and the US. Chang was SK-II's global senior brand director for more than a year. She initially joined SK-II in January 2009, helming the assistant brand manager role for four years. After which she took on the brand manager role in May 2003 for close to five years before helming the business and brand leader role for close to three years.

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