Indonesia – Kelvin Hong has stepped into a new international marketing leadership role, overseeing markets across Asia Pacific, the Middle East, and Africa (APMEA).
With a career that spans global FMCG brands and leading QSR players such as KFC and A&W in Southeast Asia, Kelvin brings decades of diverse marketing expertise into this new chapter. While he opted not to disclose the name of his current company, he shared that the role gives him the opportunity to expand his impact across global markets.
Marketing philosophy and consumer insights
Reflecting on his journey, Kelvin said his core marketing philosophy has been shaped by working with blue-chip companies and a wide range of brands since graduating from Melbourne.
“My philosophy comprises a few tenets. One, always think out of the box and don’t expect the same ‘formula’ to apply across different markets, as consumer behaviour and cultural nuances differ. Second, be nimble, move fast, be bold to try new ideas, and adapt and learn quickly. And last but not least, be thankful to all team members. Everyone’s capacity may differ, but we are all interdependently dependent upon one another. Never stop believing in the positive qualities of people, apply strong coaching principles, and shape them into a team that can work for you and with you,” he told MARKETECH APAC.
Kelvin noted that while consumer behaviour evolves with generations, brand loyalty remains a delicate but vital pursuit.
“Brand loyalty can be fickle depending on the nature of the brand or services you’re providing or selling, which makes it important to continually build brand saliency and relevance,” he explained.
He added that his time in QSR showed him the intensity of the category. “The differences between the two sectors are plentiful, albeit with the same foundational marketing principles. What is obvious to me is the fast and furious scene of QSR overall. The tempo is fast-paced, campaigns are back-to-back, and snatching that share of wallet from consumers is becoming ever more challenging given the plethora of food choices that consumers face today.”
Kelvin pointed to his regional experience in Southeast Asia as a strong foundation for shaping international strategies.
“It is always important to understand the geopolitical landscape, household disposable incomes, consumer behaviours, and consumption patterns. I think it is also important to understand value and what the notion of value means to each consumer in every different market, as this would ultimately shape your strategy on execution for product launches. Last but not least, do understand the digital trends in each market, as this channel is obviously very important in this time and era for marketing reach and communication.”
Expanding into global markets
As he steps into this expanded scope, Kelvin emphasises the importance of humility and flexibility in global brand-building.
“We cannot assume we know everything and that the same formula of success in one particular market may apply all over again,” he said. “Challenges include languages for a start (and I am glad that I can speak several different languages), but opportunities are also plentiful, especially in the digital sphere. Regardless of cultures and borders, digital and AI are cutting across the globe unlike the conventional marketing of yesteryears.”
On what motivated his move into an international role, Kelvin described it as a timely balance of professional ambition and personal priorities.
“I was at a crossroads in terms of where I want to be next, coupled with the need to be closer to family members. This opportunity came at the right time, as the work is remote in itself with international travels, but you are given the liberty to manage your own time. Hence, this allows me the best of both worlds: pursuing something that I’ve always wanted to try while still allowing myself time for family and loved ones,” he shared.
He added that the role excites him because it allows him to explore new, uncharted regions. “This excites me, as it opens up windows for me to explore new uncharted regions, understand consumer behaviours globally, and form friendships with new colleagues and alliances with different business partners.”
Leadership vision and legacy
Looking ahead, Kelvin described this new phase of his career as one motivated by passion and people.
“I want to work for passion (no longer for the so-called corporate climb), and I am excited to foster friendships with many great people and team members globally so that when I retire, I can travel globally and still have people to call on as friends.”
He added, “As per my past editorial mentions, I am still carrying the same passion to build teams wherever I go, and this will stay with me so that one fine day, I could step back and congratulate the teams who can move on to become the next group of future leaders in their own right.”
