Involve Asia grows leadership team

Involve Asia, a Southeast Asian martech platform has expanded its leadership team with the appointment of two senior marketing hires.

Melissa Chan (pictured left) will be taking on the role of VP of brand and marketing while Kylee Yap (pictured right) will be director of marketing services. According to the release to the press, Involve is looking to continue expanding its product line and services to its network of clients and partners across the region.

Chan and Yap will be instrumental in growing Involve’s regional brand and marketing efforts and leading the company’s committed team of content, brand, public relations, social media, digital performance, marketing, and design experts. Along with optimising current growth channels, they will hold key responsibilities for the development of bespoke marketing campaigns to drive additional revenue streams.

Prior to her current position, Chan was the chief marketing officer for iMoney Group. She brings with her 25 years of experience including in the startups and fintech industries. Her in-market knowledge spans financial product development, digital banking, loyalty programs, and customer segmentation has shaped her as a holistic marketing leader. Prior to joining Involve, she held key leadership roles at CIMB bank, HSBC, Hong Leong, RHB Banking Group and TNG Digital.

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Regarding her new position at Involve, Chan said that Involve Asia has such a captivating story combined with a social purpose that needs to be told. With many brands looking for cost-optimised solutions as part of their review of marketing budgets, Chan added that individuals are also starting to supplement and increase their income by entering the gig economy. “I look forward to to elevating the experience of affiliate marketing and fulfilling Involve Asia’s missions.”

Yap has worked with companies such as Meta, Lazada, CtrlShift, Ogilvy Action and Saatchi & Saatchi in a career spanning over 20 years. A statement to the press says that Yap aims to grow Involve Asia’s presence in Southeast Asia and enhance its service quality to existing and new audiences. She went on to add that in a world that is rapidly growing its digital presence, the online marketplace is an indispensable staple for most brands and advertisers. “Through the extensive network that helps it effectively bridge the gap between brands and audiences, Involve Asia’s platform is uniquely positioned to amplify returns in the marketing partnership space,” she added.

Since the company’s establishment in 2014, Involve Asia now serves over 500 brands with over 4,000 offers and matches them to a pool of over 540,000 partners, and has generated over US$1.5 billion in sales for these brands.

Involve has expanded from its Malaysia base into Vietnam, Thailand, Indonesia, and the Philippines, tapping into Southeast Asia’s fastest-growing e-commerce and digital ad market, with ambitious growth planned in the coming months. Earlier this year, the company raised US$10m in funding, which the company will be using to acquire complementary tech companies, as well as continuously invest in enhancing its platform and team.

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