Top 25 eCommerce leaders 2022: Deborah Chong

Deborah Chong (pictured) is the global eCommerce director at Danone, responsible for accelerating the eCommerce growth for the categories of specialised nutrition, waters, dairy, and plant-based. She has been with the company for over two years, and has more than 10 years of experience in marketing and eCommerce in the FMCG industry in multiples countries.

Chong and her team collaborated closely with Grab HQ to activate the SEA JBP for One-Danone, resulting in the inaugural regional launch in February 2023 across Indonesia, Malaysia, Thailand and Singapore featuring the specialised nutrition, water, and plant-based categories.

By tapping into the vast user base of Grab’s superapp, this joint partnership aims to leverage authentic moments to engage and connect with consumers.

In 2021 and 2022, Chong and her team worked with Shopee to launch its first-ever regional brand day, “Our Health, My Choice” in 2021, and “Let Wellness Take Flight” in 2022, across six markets in SEA. Prioritising consumers’ health is crucial for Danone and the regional campaign allowed the brand to show its care and appreciation for its consumers by providing convenient access to its products.

In August 2021, Chong supported the Indonesia eCommerce team led by Audya Bisma, head of eCommerce Indonesia specialised nutrition, in driving an initiative that delivered a social impact through the SGM Eksplor x Lazada Healthier Mission campaign.

The campaign was a massive success and achieved all of the business’ key metrics. In addition, a part of the gross merchandise value was donated to improve the nutritional condition of 500 children from 500 families in East Nusa Tenggara, a province which has the highest rate of malnutrition among children in Indonesia.

Chong honed many of her skills in the CPG space with the likes of Kraft Heinz where she was GM of eCommerce, Greater China, and head of eCommerce, Asia.

During her time with Kraft Heinz, she led the digital transformation of its China eCommerce strategy through direct P&L ownership, reshaping the business model, change and crisis management, driving back to growth.

Meanwhile, with her Asia remit, she helped build the eCommerce structure, go-to-market strategy, brand and customer road map, partnerships, and P&L management.

Her time at Reckitt also saw her lead the regional eCommerce business acceleration across Southeast Asia as part of the SEA leadership team. Particularly, she led the business across Malaysia, Singapore, Thailand, the Philippines and Vietnam, while managing a team of seven.

She is a highly respected, passionate, senior eCommerce leader who has made a significant contribution to the business growth and value of the companies she has worked at.