Evelyn Lee joins Subway Malaysia as marketing director

Subway Malaysia has appointed Evelyn Lee (pictured) as its new marketing director, marking a strategic step in the sandwich chain’s ongoing brand evolution in the Malaysian market. Lee, who previously headed marketing at Secret Recipe, will lead Subway’s efforts to strengthen its local market leadership while deepening consumer relevance through digital innovation and locally inspired campaigns.

According to Lee Ping, director at Subway Malaysia, the appointment signalled the brand’s next growth phase. “Her role focuses on driving brand growth through localised innovation, digital transformation, and strategic partnerships that connect Subway more meaningfully with Malaysian consumers,” she told A+M.

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She added that Evelyn Lee will oversee integrated marketing, media, and digital initiatives, while ensuring consistency in brand storytelling and consumer experience across every touchpoint, from in-store interactions to social engagement. “Her appointment reflects Subway’s commitment to accelerating recovery and long-term brand resonance, guided by local insights and evolving dining trends,” Lee Ping said.

For Evelyn Lee, the move represents both a professional milestone and a creative opportunity. “I’m most excited about the chance to reignite local love for the Subway brand by tapping into Malaysia’s passion for food, culture, and innovation,” she said. “Having spent years shaping brand stories within Malaysia’s vibrant F&B scene, I’m eager to bring that local understanding to a global brand that thrives on customisation and freshness."

She added that she’s particularly keen to elevate Subway’s social and digital presence, which includes transforming how Malaysians discover and engage with the brand.

Ultimately, what excites me most is leading a brand that’s ready for its next chapter. One that blends global consistency with Malaysian creativity and heart.

Lee also teased several upcoming activations on the horizon. “We have an exciting campaign happening right now. It’s big, bold, and delicious. You’ll see it come to life across our social platforms and in the heart of Kuala Lumpur, along Jalan Bukit Bintang,” she shared.

Beyond that, Subway Malaysia also plans to roll out a refreshed, fully customisable menu that caters to diverse lifestyles and tastes, reinforcing its brand promise of serving great-tasting, feel-good food. 

Earlier this year, Subway Malaysia turned pop culture on its head to introduce its latest menu item, the SubPizza, with a series of cheeky film parodies designed to get Malaysians laughing and craving something new. The brand has released four short films spoofing beloved classics: Men in Black, (Men in Hitam), Hantu Kak Limah (Hantu Kak Imah), Baashha (Paashaa), and Shaolin Soccer (Bola Shaolin).

The brand also marked the occassion of being on Grab Signatures, with a scavenger hunt across Kuala Lumpur's MRT network. The campaign sees six miniature 6-inch Subway billboards hiding in plain sight at high-footfall stations such as Pasar Seni, Bukit Bintang, Tun Razak Exchange (TRX), Ampang Park, Maluri, and Muzium Negara. The campaign also cleverly plays on Subway’s iconic 6-inch sandwich size while encouraging real-world discovery and digital engagement.

Prior to Lee's appointment, the role of marketing director at Subway Malaysia was helmed by Wai Seng Kong, who left the company almost a year ago. Kong had previously also been the head of marketing at A&W Restaurants Malaysia, 4FINGERS Crispy Chicken, and spent five years in the marketing team at KFC up until 2019. 

Additional reporting by A'bidah Zaid Shirbeeni.

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