Universal Robina appoints new CMO amid Southeast Asia expansion drive

Universal Robina Corporation (URC) is stepping up its regional ambitions with the appointment of Karen Ong (pictured) as its new chief marketing officer, signalling a renewed focus on brand strength and growth across Southeast Asia.

Ong, a seasoned marketer with prior experience as senior marketing director for UR Munchy’s Malaysia, will report directly to URC president and CEO Irwin C. Lee. Her remit spans consumer insights, public relations, digital media, and regional brand management - positioning her as a key player in URC’s strategic growth efforts.

“Karen’s deep expertise, strategic mindset and passion for brand building will be invaluable to the expansion of URC across key regional markets including the Philippines,” said Lee, as quoted by BusinessWorld. “Her appointment is part of a broader push to strengthen regional brand presence and accelerate profitable growth across Southeast Asia.”

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The move comes as URC continues to build on its footprint beyond its home market. Its 2024 financials showed that full-year sales reached 161.9 billion pesos (US$2.8 billion), up 3% year-on-year, driven by volume gains across business units. 

International sales within URC’s Branded Consumer Foods (BCF) division rose 8% to 34.8 billion pesos (US$610 million), buoyed by strong demand across Southeast Asian markets. Meanwhile, the Philippine BCF business remained flat at 74.7 billion pesos (US$1.3 billion), as growth in value-for-money segments offset weakness in others - a trend reflecting persistent consumer caution in the post-inflationary environment.

Ong’s appointment aligns with URC’s growing investment in innovation and market responsiveness. In May, the company unveiled a new R&D facility in Johor, Malaysia under its URM unit, equipped with advanced product development capabilities. URM is behind key brands such as LEXUS and Oat Krunch, along with long-standing snack names such as Roller Coaster, Cloud 9, and Dynamite.

Domestically, URC’s portfolio remains diverse, spanning Great Taste coffee, C2 Cool & Clean, Piattos, and Cream-O, among others - brands that have endured amidst shifting consumer habits.

Despite the dip in core net income - down 3% to 12.2 billion pesos (US$214 million), URC declared a 2 pesos/share dividend in April, a 5% increase from the previous year - highlighting strong cash generation and a focus on shareholder returns.

“We expect further improvements in URC’s growth momentum going forward as we continue to provide new product innovations and better value offers to delight our customers and consumers with good food choices,” said CEO Lee.

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