Singapore – Assembly has appointed Yi En Chye as vice president, experience and activation, APAC, a newly created role based in Singapore. The appointment was announced on 18 December 2025 and is effective immediately.
In the role, Chye will lead the development of Assembly’s experience and activation practice across the Asia-Pacific region. Reporting to Richard Brosgill, CEO of Assembly APAC, she will oversee the integration of creative, experience design, digital activation and delivery to support connected brand experiences aimed at improving brand performance.
Chye will also focus on strengthening Assembly’s approach to activation across channels, including driving adoption of the company’s proprietary STAGE Experience Engine. The remit includes embedding AI-enabled approaches to improve speed, relevance and measurement, as well as capability-building across APAC through learning and development initiatives and partner workshops, supported by Assembly’s global network.
She brings nearly 20 years of experience spanning SaaS platforms, in-house marketing teams and agency leadership. Assembly said this background provides an end-to-end perspective on aligning creativity, data and technology to deliver performance-driven marketing outcomes.
“Chye joins at a pivotal moment as the market moves decisively toward brand performance,” said Brosgill. “She combines strategic consulting rigor with the practical leadership required to translate innovation into execution – helping clients simplify complexity, move faster, and unlock new growth. Chye is a builder at her core, and we’re excited for her to raise the bar for experience and activation across APAC.”
Chye said her focus would be on using AI to enhance the effectiveness and accountability of brand experiences. “AI is expanding what’s possible in activation, making experiences more adaptive, personal, and commercially accountable. My focus is helping brands move beyond transactional engagement to create moments that resonate emotionally and deliver measurable impact. Assembly’s builder mentality, performance roots, and the flexibility of STAGE create a powerful platform for experimentation and scale. I’m excited to partner with our clients, and our global teams, to build what’s next.”
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