Ex-foodpanda MY marketing director joins CHAGEE to lead user ops

Former foodpanda Malaysia marketing director Steff Yong (pictured) has stepped into a new chapter at CHAGEE, taking on the role of director of user operations as of end April, as the premium tea brand continues to scale its presence in Malaysia.

Speaking about her transition, Yong told A+M the move reflects a continuation of her broader experience across marketing, digital and eCommerce, rather than a departure from it.

“Actually, this role is a focused application of what I’ve done throughout my career. My previous experience covered the full 360-degree marketing loop, including branding, campaigns, media, CRM, digital, eCommerce and more,” she said.

“User operations at CHAGEE is essentially a growth-centric subset of that loop, combining growth marketing with eCommerce channel management across our app and aggregator platforms," she added. 

Don't miss: foodpanda Malaysia's marketing director departs

She added that the appeal of CHAGEE lay in both the brand’s trajectory and the opportunity to work across its next phase of growth. “I was drawn to this role because I’m genuinely excited by the CHAGEE brand and the opportunity to use my background to grow the business end-to-end.”

At CHAGEE, Yong will be focused on building user journeys that deepen engagement and strengthen habitual consumption, as the brand looks to cement its position in Malaysia’s competitive beverage landscape.

She will report to the general manager of CHAGEE Malaysia. 

Looking back on her time at foodpanda Malaysia, Yong highlighted the importance of balancing scale with cultural relevance in driving brand success.

“Working across international and local brands, and through my role at foodpanda Malaysia, I learned that scale doesn’t replace the need for local heart,” she said. “Even for established brands, staying relevant requires a voice that resonates with Malaysia’s unique multicultural fabric.”

She added that long-term brand success depends on more than operational efficiency. “I walked away with a deeper conviction that brand excitement and deep localisation are what turn a utility into a daily habit. The brands that win are those who pair product integrity with culturally rooted, memorable experiences.”

Reflecting on her time with the team, Yong also shared a message of appreciation for her former colleagues.

“Great work begins from within, the people and the culture. Though my time was brief, I deeply enjoyed collaborating with this energetic team,” she said. “Equip them with the right resources and the space to innovate, and they’ll transform ambition into breakthrough milestones. I will be cheering the team on from the other side of the app.”

Now at CHAGEE, she is looking ahead to what she describes as an exciting growth phase for the brand in Malaysia.

“There’s so much to be excited about. CHAGEE is now in its eighth year in Malaysia, yet the brand still has so much momentum and room to grow,” she said. “I’m thrilled to be joining the team for this next phase in accelerating the business and cementing our spot as the number one premium tea brand.”

On a personal note, Yong added that her move also aligns with her own consumption habits. “I’ve always been a tea drinker, it actually works great at keeping me alert, so I’m genuinely motivated to share our freshly brewed, premium quality tea with my friends, family, and the wider community.”

Yong is not the only one to have exited foodpanda Malaysia recently. Last month, Sunway Group appointed former foodpanda Malaysia managing director, Tan Ming Luk, as its new chief growth and operations officer. Tan led foodpanda Malaysia as MD for over a year and a half, before being succeeded by former PropertyGuru Malaysia country manager, Kenneth Soh.

Also in April, foodpanda APAC head of public relations Vernia Lim has stepped down from her role after three years. In her role, Lim led regional and corporate reputation across 11 key markets, aligning internal communications, public policy and stakeholder engagement to support business priorities. The markets include Singapore, Hong Kong, Thailand, Malaysia, Pakistan, Taiwan, Philippines, Bangladesh, Laos, Cambodia, and Myanmar.

CHAGEE has also appointed Evelyn Tay as senior director of communications and public affairs, marking her return to a full-time corporate role following a stint in consulting. In her new role, Tay said she is focused on sharing stories around CHAGEE’s agriculture ecosystem, baristas and customers, as she settles into the position. She was previously vice president of communications, public affairs and sustainability, APAC at foodpanda from 2020 to 2023.

Related articles: 
Ex-foodpanda Malaysia MD takes on new senior role at Sunway Group
foodpanda APAC head of PR steps down 
CHAGEE taps ex-foodpanda APAC VP of comms and public affairs to drive brand narrative