Mars names new head of marketing for MY, SG and TH

Mars has appointed Denise Tan (pictured) as head of marketing for Malaysia, Singapore and Thailand, as the snacking giant continues integrating its Mars Snacking and Kellanova portfolios across the region.

In her new role, Tan will lead end-to-end marketing strategy, brand building, portfolio synergy and marketing talent across the three markets, covering Mars Snacking's portfolio of chocolate, gum and mints, fruity confectionery, salty snacks and cereals.

Her remit includes brands such as M&M'S, Snickers, Maltesers, Twix, Doublemint, Eclipse and Skittles, alongside Kellanova brands including Pringles and Kellogg's.

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Tan confirmed to MARKETING-INTERACTIVE that the appointment represents a promotion from her previous role as Asia marketing manager for M&M'S, Maltesers, seasonal and gifting, which she held from February 2025 to July 2026.

She said her immediate priority is to bring Mars and Kellanova employees together as the businesses integrate, while nurturing talent and giving local teams the autonomy to connect with consumers in their respective markets.

"My focus is uniting our Mars and Kellanova associates under a shared, supportive culture, nurturing our talent, and empowering local teams to authentically connect with consumers in their home markets," Tan said.

Tan also sees an opportunity to create deeper connections with consumers by bringing the two portfolios together, positioning snacks around everyday occasions and shared moments.

"Snacks are the backdrop to life's shared moments - offering a comforting pause in a busy day or sharing a joyful moment with family and friends. Together, our brands continue to inspire moments of everyday happiness," she said.

On balancing global consistency with local relevance, Tan said the approach will be built around closer collaboration between regional and local teams.

"While regional anchors our global brand purpose, we give our local marketers the autonomy and trust to shape stories that authentically resonate with local cultures and everyday moments," she said.

Tan takes on the role after more than four years with Mars.

She joined Mars in March 2022 as Asia brand manager for chocolate filled bars, where she managed the Snickers and Twix category across Korea, Taiwan, Hong Kong, Malaysia, the Philippines, Thailand, Vietnam, Singapore and Indonesia.

She was promoted to Asia marketing manager for chocolate seasonal and gifting and portfolio in April 2023, before taking on her most recent remit in February 2025.

Before Mars, Tan spent more than four years at The Estée Lauder Companies as product marketing manager from August 2017 to February 2022.

She began her career at Nielsen in 2010, before joining Reckitt as a management trainee in 2011. She subsequently held product and shopper development roles at Colgate-Palmolive and a brand manager position at Wipro Consumer Care and Lighting.

Tan said her biggest opportunity and challenge in the new role will be guiding employees through the integration while building a collaborative culture across the three markets.

"My biggest opportunity and challenge go hand in hand: guiding our people through change with empathy and clarity to build an energized, collaborative culture across our markets where every associate feels valued and empowered to thrive," she said.

She added that she is most excited about leading and mentoring a diverse team, while translating brand strategies into commercial outcomes and developing future leaders.

Tan's appointment comes as Mars continues to build out its regional snacking organisation following its acquisition of Kellanova.

Mars first completed its acquisition of Kellanova on 11 December 2025, bringing together the two businesses and expanding Mars Snacking's portfolio with brands including Pringles, Cheez-It, Pop-Tarts, Rice Krispies Treats, RXBAR and Kellogg's international cereal brands.

The combined business brings Kellanova's major brands into a portfolio that already includes Mars brands such as Snickers, M&M'S, Twix, Dove, Skittles and Extra, alongside KIND and Nature's Bakery.

The deal also expanded Mars Snacking's Accelerator division with brands including RXBAR, Nutri-Grain bars and Special K bars.

In Southeast Asia, the integration has resulted in changes to the leadership structure. In June, Mars Snacking appointed Sanjib Bose as general manager for Indonesia and Vietnam, expanding his remit from leading Mars Wrigley's Philippines business.

Bose previously spent a decade at Kellogg, including as regional CMO for Southeast Asia, before joining Mars.

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