Etika Holdings (“Etika”), a Halal beverage company, has recently appointed Yee Pek Kuan as Vice President of Marketing. With over two decades of industry experience to her credit, Pek Kuan will be responsible for Etika’s overall branding and marketing strategy including creative brand building campaigns, trade marketing, events, sponsorships and public relations for Malaysia and Singapore.
In her new role, Pek Kuan will report to Khalid Alvi, Chief Executive Officer of Etika – Malaysia, Singapore and Brunei.
“At Etika we have always maintained that our people are our most important assets. We value creative talents and are always looking forward to expanding our family with the right people. As such, we are excited to have Pek Kuan on board with us and bring her notable experience, knowledge and skills to further our brand presence and digitise our business within the region,” said Khalid Alvi.
No stranger to the FMCG industry, Pek Kuan has worked with many multinational brands at both the local and regional levels while producing several award-winning campaigns along the way. This includes helming several key roles at companies such as Johnson & Johnson, Kraft Food (formerly Cadbury) and F&N Limited.
Prior to joining Etika, she was the Regional Marketing Director of Mars Wrigley Confectionery for Developing Asia. She also served on the Global Brand Board during her stint in Mars Wrigley Confectionary.
“FMCG is a very exciting space to be in right now. Taking into account current situation, as marketers, we will have to push boundaries and constantly think of innovative campaigns where we can stay connected with our consumers. This means, we will have to give up on conventional marketing tactics, learn to be agile and adapt to current trends,” said Pek Kuan, Vice President of Marketing at Etika Sdn Bhd.
Pek Kuan will also continue to work upon the digitisation of the business and increasing Etika’s market penetration through creative campaigns that appeal to both, Etika’s business partners and consumers.
Pek Kuan commenced her role as Vice President of Marketing effectively in Quarter 3, 2020 and will be a key-decision maker for all brand marketing under the Etika Group.