Whiskers N Paws names new head of marketing

Hong Kong based pet supplies retailer Whiskers N Paws has appointed Sylvana Lee (pictured) as its new head of marketing, effective from March 2025. 

Within her new role, Lee reports to Vada Chung, founder of Whiskers N Paws. She is responsible for championing the voice of the customer across all touchpoints both within the business and externally.

Furthermore, Lee oversees the full marketing remit, ensuring the brand is deeply integrated with cross-functional teams to align business goals with customer needs, ultimately bridging the gap between brand and customer. 

This role is not new but was previously represented by a more digitally focused team. Having lived for over two decades in the UK, Hong Kong, Thailand and Indonesia, Lee had worked extensively in brand marketing and communication strategy roles across APAC and EMEA. While in more recent years she has focused on launching her own initiatives as an entrepreneur, she has leaned on her experience as a brand strategist.

Early in her career she learned her craft working in global, regional and local media and creative agency roles in London such as Mindshare and PHD Media. During the time she worked with international brands such as Nike, Coca-Cola, P&G and Colgate-Palmolive and led inter-agency collaborations with their digital, in-store and eCommerce agencies.

In a conversation with MARKETING-INTERACTIVE, Lee said: "Hong Kong has one of the highest rates of dog and cat ownership in Asia. As one of the city’s leading pet retailers, Whiskers N Paws has been proudly serving a loyal community of pet lovers for over 17 years. With a presence both online and offline, we’re focused on strengthening our omnichannel marketing fundamentals and fine-tuning the customer journey to deliver even more value."

"For instance, we recently launched a selectable delivery time option, allowing customers to choose the exact date and time of their delivery, especially helpful for orders such as frozen raw food. Now our focus is on unlocking the next stage of growth, leveraging marketing to deepen connections and drive meaningful impact for pet lovers across Hong Kong. I'm excited about the opportunity to work on such a dynamic brand that puts pets and customers at the heart of what they do. With a clear challenge, I'm looking forward to helping steer the brand through its next transformation," she added.

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