Malaysia – Digital commerce enabler with SEA presence, CREA, has announced its expansion in Malaysia to strengthen its regional presence. The move follows the appointment of Katrina Neo, former sales director at dairy products manufacturer Dutch Lady, to be CREA’s new chief executive officer (CEO) in Malaysia.
Neo brings with her extensive in-market landscape knowledge. Aside from Dutch Lady, Neo held leadership roles in a range of companies such as Kraft, GlaxoSmithKline (GSK), and Kimberly-Clark, where she was instrumental in driving commercial transformation. She was also responsible for implementing various go-to-market strategies that led to market share and revenue growth for the brands.
In her new role, Neo will help drive CREA’s growth and scalability. Her industry expertise coupled with CREA’s innovative technology will help brands under CREA grow by maximising their scale and reach with a single multi-channel solution. As CREA onboards new brands and expands its presence into Malaysia, she will be instrumental in spearheading localisation efforts for those brands.
Commenting on her appointment, Neo said, “The Malaysian market presents a great opportunity for growth, and CREA’s innovative solutions will help brands in Malaysia tackle the complex world of digital commerce and scale across different platforms. With CREA’s capabilities and technology firmly in place, I look forward to hitting the ground running with the team.”
Meanwhile, Aimone di Ripa Meana, CREA’s founder and Co-CEO, commented that they are excited to have Katrina on board to help drive the company’s next phase of growth in Malaysia, following their significant investment to build capabilities in the market.
“We believe that with her experience as a business leader, and her extensive industry knowledge, Katrina can help brands in Malaysia navigate the complexity of the fragmented digital space and achieve e-commerce success across multiple channels. We are confident that our continued success in Southeast Asia, led by our power-based market of Thailand, can be replicated in Malaysia, under Katrina’s leadership,” he said.
