Universal Robina Corp. (URC), a leading player in the Southeast Asian consumer goods sector, has appointed Karen Ong as its new Chief Marketing Officer, signaling a strategic move to amplify its brand presence across the region.
With over 20 years of marketing expertise from multinational firms, Ong brings a proven track record of driving market leadership and brand growth.
Most recently, Ong served as Senior Marketing Director at URMunchy’s Malaysia, where she propelled the company to dominate the biscuit category, surpassing competitors. Under her leadership, URMunchy’s unified multiple snack and confectionery brands were under a cohesive five-year strategy, focusing on brand consolidation, strategic pricing, and operational efficiencies. These efforts delivered robust category growth and enhanced profit margins, cementing her reputation as a dynamic marketer.
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In her new role at URC, Ong will oversee critical marketing functions, including consumer insights, advertising, public relations, media, digital marketing, and regional brand management. Tasked with strengthening URC’s brand equity in the Philippines and its international markets, she will play a pivotal role in accelerating the company’s regional expansion. Ong will report directly to URC’s CEO, Irwin C. Lee.
“Karen’s deep expertise, strategic mindset, and passion for brand building will be invaluable as we expand across key regional markets, including the Philippines,” said Lee. “Her appointment underscores our commitment to strengthening our regional brand presence and driving profitable growth throughout Southeast Asia.”
Ong’s appointment comes at a time when URC is intensifying efforts to solidify its foothold in the competitive Southeast Asian market. With her strategic vision and extensive experience, Ong is poised to steer URC’s marketing operations toward greater innovation and impact, further establishing the company as a household name in the region.
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