Philippines – Multinational food and beverage company Universal Robina Corporation (URC) has named Karen Ong its chief marketing officer to spearhead its brands’ push in the region. As an experienced marketer, Ong is set to oversee URC brands’ expansion.
In her new role, Ong will lead URC’s marketing operations, spanning consumer insights, advertising, public relations, and regional brand management. She aims to strengthen brand equity in the Philippines and URC International, boosting its growth.
Ong has over two decades of experience across multinational firms, having joined the company from URMunchy’s Malaysia. As its previous senior marketing director, she led the marketing efforts for the biscuit category, integrating multiple brands under a unified five-year strategy.
She is set to report directly to Irwin C. Lee, president and CEO at URC.
“Karen’s deep expertise, strategic mindset and passion for brand building will be invaluable to the expansion of URC across key regional markets, including the Philippines,” Lee said.
“Her appointment is part of a broader push to strengthen regional brand presence and accelerate profitable growth across Southeast Asia,” he added.
URC is behind iconic brands like Great Taste White, Payless Instant Noodles, and Jack ‘n Jill, among others.
