URC appoints Karen Ong as new CMO for SEA expansion

Universal Robina Corp. (URC) has appointed Karen Ong as its new Chief Marketing Officer to spearhead its expansion in Southeast Asia.

Ong, a veteran marketer with over 20 years of experience, will oversee URC's marketing operations, including consumer insights, advertising, public relations, media and digital marketing, and regional brand management.

Her mandate includes strengthening brand presence in the Philippines and URC International, while also accelerating the company's growth in the region.

Previously, Ong served as senior marketing director for URMunchy's Malaysia (URM), where she led the brand to market leadership in the biscuit category.

URC President and CEO Irwin C. Lee expressed confidence that Ong's expertise will be crucial for the company's regional market expansion and profitable growth.

This appointment is part of URC's broader push to strengthen regional brand presence and accelerate profitable growth across Southeast Asia.

In May, URC launched a research and development facility under URM in Johor, Malaysia.