Southeast Asia — StyleDoubler has announced the appointment of three senior leaders to support its regional expansion, following an earlier investment from ValueCommerce Co., Ltd., a Tokyo Stock Exchange-listed affiliate marketing company.
Ashwin Chandoesing has been named chief revenue officer and will be based in Singapore. With more than 20 years of experience in advertising and marketing, he has held senior positions at companies including Unilever, Johnson & Johnson, Shell, and WWE.
In Malaysia, Syed Ibn e Ali has been appointed chief financial officer. He brings over 16 years of global finance experience across North America, Southeast Asia, APAC, and Europe, including roles in SaaS, e-commerce, digital ventures, and gaming.
In Thailand, Suttiporn Thongratakampholn has taken on the role of country manager. She has held senior positions at BuzzCity, True Digital Group, GrabAds, and MGID, and brings more than 20 years of experience in digital business leadership.
StyleDoubler said its approach places audiences at the centre of its strategy and views influencer marketing as one element within broader brand and performance campaigns. The company has outlined what it calls the ‘StyleDoubler Trifecta’, which includes data-driven insights, creativity-led thinking, and strategy focused on balancing branding with return on investment.
The move comes as influencer marketing in the Asia-Pacific region continues to shift from brand awareness campaigns to performance-driven strategies, including live commerce. Platforms such as TikTok Shop have played a role in reshaping consumer expectations, with brands increasingly seeking measurable returns alongside long-term brand impact.
Eetu Raudas, co-founder and chief executive of StyleDoubler, said the Southeast Asian influencer market has been running on “vanity metrics for too long”.
He added, “With ValueCommerce’s backing and our expanded leadership, we are here to do something different: build strategies that start with audiences, scale across borders, and balance brand storytelling with measurable results.”
Ashwin Chandoesing, chief revenue officer of StyleDoubler, shared, “After having worked about a decade in the influencer marketing industry, I can say that the majority of influencer marketing campaigns are missing the basic marketing fundamentals. Things like strategy and creativity are quite often missing.”
He added that most influencer marketing remains tactical and transactional, limiting its potential. “It needs data, creativity, and strategy. That is what we have built to deliver.”Jin Kagawa, chief executive of ValueCommerce, commented: “We invested in StyleDoubler because we believe their model represents the future of influencer and affiliate marketing in Southeast Asia. Their focus on audiences, not just influencers, is exactly the kind of innovation this region needs.”
