Marketing Featured Southeast Asia

Shopper marketing consultancy Behaviorally expands to PH, appoints Joy Abella-Yu as new VP

Manila, Philippines – Shopper marketing consultancy, Behaviorally, has announced its expansion to the Philippines, servicing its clients from a new Manila hub, with Joy Abella-Yu, former senior director for business development and media at insights and consulting company Kantar Philippines, joining as the new vice president.

Aside from her previous role at Kantar, Abella-Yu has also held leadership roles at numerous research agencies, as well as client companies, including Johnson & Johnson, The Hershey Company, and Procter & Gamble, amongst others. She has over 15 years of market and consumer insights experience having worked throughout SEA and in the US. Abella-Yu will be joined by Kat Lim, Behaviorally’s director of client development, servicing brands in the region from the new hub.

According to Behaviorally, this move is the latest in Behaviorally’s rapid expansion in Asia and globally including new offices in Switzerland, Australia, New York City, France, and Germany. Behaviorally applies a digital-first approach to shopper research, a unique behavioural framework, state of the art AI technology, and decades of category expertise to define and diagnose the factors that influence consumer behaviour and drive shopper growth at both the digital and physical shelf.

Crispin Beale, Behaviorally’s group president, said that Abella-Yu’s extensive experience will help FMCG companies in and outside of Asia shape their go-to-market and retail strategies, as well as develop successful innovations.

“Plus her knowledge of media and digital trends make her the perfect fit for helping us implement our strategic vision in this region and guide our customers to success,” added Beale.