Etika Appoints Industry Expert Yee Pek Kuan as Vice President of Marketing

Pek Kuan will oversee Etika’s brand marketing and trade marketing in her new role.

Etika Holdings (“Etika”), one of Malaysia’s most prominent Halal beverage companies, 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 the Etika family 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.

With her new role, Pek Kuan will bring her marketing, commercial and trading knowledge to develop integrated marketing campaigns, brand positioning and innovative strategies that will guide Etika to further ace their brand presence across the region. 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.

“Being a part of Etika, an organisation who often takes lead for coming up with some of the most eye-catching campaigns, allows me to push my creative vision for the industry even further. I look forward to being part of the Etikan culture and hope that together we are able to generate innovative commercial strategies to drive our business goals to fulfilment,” she added further.

Over the past year, Etika has gone above and beyond, to stay relevant to consumers in an increasingly dynamic industry landscape. Whether it is integrating their products on popular e-commerce platforms to increasing their brand reach with effective mergers and acquisitions. As the company continues to grow steadily, the addition of experienced professionals like Pek Kuan is a positive move that will allow Etika to further fine tune their branding architecture and positioning in the region.

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.