Etika Group has appointed Yee Pek Kuan as VP of marketing to manage all brand marketing covering Malaysia and Singapore, where she will lead her teams to create creative brand-building campaigns, trade marketing, events, sponsorship and public relations activities.
Yee (pictured) reports to Khalid Alvi, CEO of Etika (Malaysia, Singapore and Brunei), and together with her team of 22 people, aims to further push the boundaries of creativity and innovation. Her goals include continued digitisation of the business and increased market penetration through providing more exciting campaigns that would appeal to more consumers. Aside from this, Yee will also decide on the company’s integrated marketing plans, fine-tuning and updating the current brand architecture positioning to suit current times, improving commercial and innovation strategies that will not only benefit consumers but Etika’s business partners as well.
Prior to joining Etika, Yee was the regional marketing director for Mars Wrigley Confectionery for developing Asia. She also served on the global brand board during her time at the company. She began her career in media, starting with Astro as an assistant brand manager and later moved on to helm several key roles in companies such as Johnson & Johnson, Kraft Food (formerly Cadbury) and F&N Limited. Yee has over 21 years of invaluable experience in FMCG marketing and Etika's spokesperson said her deep experience and knowledge in marketing will no doubt be a great asset for the company and its future marketing plans.
Etika's marketing was previously overseen by Santharuban Thurai Sundaram, former SVP marketing and alternate business, who took on the new role of CEO of Advend Group of Companies in July. Etika's spokesperson said the alternate business segment is now overseen by its sales team. A+M has reached out to Mars Wrigley Confectionery for comment on Yee's replacement.
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