In her new role, van Boonstra will oversee operational delivery and business performance across key APAC markets—including Singapore, Malaysia, Thailand, Indonesia, the Philippines, and Australia—while working closely with the regional leadership team to drive growth, innovation, and market expansion.

Van Boonstra brings more than two decades of experience in marketing, advertising and business leadership. She joins TLC Worldwide from Monks, where she spent more than four years leading operational transformation, business growth, and client development across Southeast Asia.

Throughout her career, she has held senior leadership roles across agencies and businesses—supporting multinational brands, public companies, and government organisations—where her extensive experience spanning commercial strategy, business transformation, and client growth makes her well-positioned to drive TLC Worldwide’s expansion ambitions across APAC.

The appointment comes as brands increasingly focus on customer engagement, rewards, and loyalty programmes as tools for driving long-term growth and deeper consumer relationships.

According to TLC Worldwide, van Boonstra will help strengthen the company’s position as brands seek more effective ways to connect with customers in a rapidly evolving digital landscape.

“Munas’ appointment reflects our commitment to building the strongest growth leadership team in APAC,” said Pren Munian, Chief Executive Officer for APAC and MEA at TLC Worldwide. “I’m delighted to welcome Munas to TLC Worldwide. Her strategic mindset and commercial expertise will help accelerate our vision of making rewards and loyalty one of the most powerful growth engines for brands across APAC.”

Commenting on her appointment, van Boonstra said, “APAC is also the toughest, most honest market for loyalty. Consumers here don’t reward brands out of habit. They reward brands that make them feel real and valued. This is everything TLC stands for.”  

Operating across more than 50 countries, TLC Worldwide creates rewards, partnerships, and loyalty programmes for global brands—including PepsiCo, Nestlé, and Grab—to drive customer acquisition, engagement, and retention. 

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