Interview: Adelene Wong joins ParkCity Group as director of marketing communications

Communications veteran Adelene Wong has joined ParkCity Group at the group director of marketing communications in May this year, bringing with her extensive leadership experience and expertise in branding, marketing and communications.

Wong was previously general manager of group brand marketing and corporate communications at S P Setia (Setia), where she played a pivotal role in shaping the developer’s identity during a period of major transformation. 

Prior to her decade-long stint at Setia, her career journey has also included leadership roles at Gamuda, Sunway Group, IGB, Esthetics International Group, and Star Cruises, underscoring her versatile experience in branding across diverse industries.

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“Looking back on my time at S P Setia, I’m grateful for the opportunities and experiences gained,” Wong shared in conversation with A+M. “It was a transitional phase for the company, especially with many team members moving to EcoWorld. Being part of the change management team that helped redefine Setia’s brand through thoughtful branding, impactful marketing strategies, and meaningful campaigns was incredibly rewarding.”

Now at ParkCity Group, Wong is eager to bring her expertise to an organisation she describes as having “visionary leadership and a strong emphasis on enhancing the quality and sustainability of people’s lives.”

“I’m looking forward to contributing to ParkCity’s vision as it expands its footprint. It’s exciting to be in a place where innovation, collaboration and stakeholder engagement are key priorities,” she said, adding that she is also open to collaborations with agencies.

Speaking on the current branding landscape in Malaysia, Wong noted the shift towards authenticity and purpose. “I’ve seen branding and marketing evolve rapidly, with more emphasis on authentic storytelling and purpose-driven messaging, particularly around sustainability and community building."

"At the same time, advancements in digital, data, and AI are reshaping how we approach communications. It’s a dynamic era, and I’m thrilled to be a part of it," she added. 

For Wong, connection and adaptability remain central to her approach. “Whether through creative campaigns or impactful communication strategies, I always strive to create something that resonates deeply. It’s about building trust and telling stories that connect communities to the brand in real, tangible ways.”

In 2024, ParkCity released a brand film titled "Be at ParkCity", bringing viewers through real experiences and moments shared by the people who live and work at Desa ParkCity, one of the group's townships. The brand film highlighted that people who find themselves at ParkCity are more than a resident or visitor, as they are also a part of a wholesome community and something meaningful. 

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