Singapore – Involve Asia, the martech firm with a focus on Southeast Asia, has expanded its leadership team through the appointment of two senior marketing hires. This comes after its recent fundraising of over US$10m led by Bintang Capital Partners.
Melissa Chan is inaugurated as vice president of brand and marketing, whilst Kylee Yap assumes the position of director of marketing services. With the new leadership, Involve Asia looks to continue expanding its product line and services to its network of clients and partners across the region.
The company’s main value proposition is making affiliate marketing accessible and cost-effective, in order for individuals to small-to-medium-sized marketing companies to enhance their network with global brands. Involve Asia says Chan and Yap will be instrumental in growing its regional brand and marketing efforts and in leading the company’s team across content, brand, public relations, social media, digital performance, marketing, and design.
Chan is most recently the CMO of iMoney Group. She brings with her 25 years of experience including working in teams across the startup and fintech industries. Her vast in-market knowledge spans financial product development, digital banking, loyalty programs, and customer segmentation. Prior to joining Involve Asia, she held key leadership roles at CIMB bank, HSBC, Hong Leong, RHB Banking Group, and TNG Digital.
Meanwhile, Yap is coming off his position as the interim country marketing manager of Meta for Malaysia. Over a span of 20 years with companies such as Meta, Lazada, CtrlShift, Ogilvy Action, and Saatchi & Saatchi, she had been deeply involved in curating and leading branding activities across offline, online, and social media platforms. She had been exposed to many regional and global events which have honed her skills in creating tailored campaigns.
With a holistic background in client management, sales, event management, and branding, the company says Yap will be aiming to strategically grow Involve Asia’s presence in Southeast Asia and enhance its service quality to existing and new audiences.
Yap commented, “We are living in a world that is rapidly growing its digital presence, and the online marketplace is an indispensable staple for most brands and advertisers post-pandemic. Through the extensive network that helps it effectively bridge the gap between brands and audiences, Involve Asia’s platform is uniquely positioned to amplify returns in the marketing partnership space.”
Meanwhile, on the new journey with the firm, Chan says, “Involve Asia has such a captivating story combined with a social purpose that needs to be told. Many brands this year have been reviewing their marketing budgets and are looking for cost-optimised solutions to meet their business and marketing goals. Individuals are also starting to supplement and increase their income by entering the gig economy. I look forward to elevating the experience of affiliate marketing and fulfilling Involve Asia’s missions.”
Along with optimising current growth channels, the firm further shared that both will hold key responsibilities for the development of bespoke marketing campaigns to drive additional revenue streams.
Since the company’s establishment in 2014, Involve Asia has expanded from its Malaysia base into Vietnam, Thailand, Indonesia, and the Philippines, tapping into Southeast Asia’s fastest-growing e-commerce and digital ad market. The company says it is charging forward with ‘ambitious’ growth planned in the coming months.