Universal Robina Corp. (URC) said it has appointed Karen Ong as the company’s new chief marketing officer (CMO).
This follows the promotion of the previous CMO, Anna Milagros David, to first president of the company’s branded consumer foods (BCF) business in the Philippines.
URC, in a statement issued on Wednesday, said Ong’s appointment brings in a “highly experienced and reliable hand” in the company’s push to further expand the brands’ footprint overseas.
“Karen has over two decades of experience with various multinational firms. She most recently served as senior marketing director for URMunchy’s Malaysia (URM), where she led the company to market leadership in the biscuit category, overtaking competition in recent years,” URC said in the statement.
“Her team focused on brand consolidation, strategic pricing and operational efficiencies, resulting in strong category growth and improved margins,” URC said.
“In her new role, Karen will oversee the company’s marketing operations – including consumer insights, advertising and public relations, media and digital marketing, and regional brand management – while giving a strategic push to strengthening brand equities in the Philippines and URC International, as well as accelerating URC’s regional growth impact,” it added.
Karen will report directly to Irwin Lee, URC chief executive officer (CEO) and president.
