SEA Martech Involve Asia Expands Leadership Team By Appointing Senior Marketing Hires

Involve Asia, a leading martech in Southeast Asia, has expanded its leadership team through the appointment of two senior marketing hires. The company has appointed Melissa Chan as Vice President of Brand and Marketing, and Kylee Yap as Director of Marketing Services.

Involve looks to continue expanding its product line and services to its network of clients and partners across the region.

By making affiliate marketing accessible and cost-effective, Involve helps individuals to small-to-medium-sized marketing companies enhance their network with global brands. Melissa and Kylee will be instrumental in growing Involve’s regional brand and marketing efforts and leading the company’s committed team of content, brand, public relations, social media, digital performance, marketing, and design experts.

Along with optimising current growth channels, Melissa and Kylee will hold key responsibilities for the development of bespoke marketing campaigns to drive additional revenue streams.

Involve recently received a capital injection of over US$10 million led by Bintang Capital Partners Berhad, with 500 Global, Monumental Productions, and Orbit Capital Malaysia participating. The company is in growth mode, fuelled by three major trends:

  1. First, Involve is seeing growth in affiliate marketing in Southeast Asia. The landscape of affiliate networks and affiliate programs in Southeast Asia is gaining more traction with increased accessibility and adoption by marketers looking for more ways to reach their audiences.
  2. Second, the company sees new trends emerging in the marketing sector. This includes a rapid increase in professionals experimenting with side jobs, hustles, and gigs to earn affiliate revenue and commissions.
  3. Lastly, the company is seeing surging local, regional, and global investor and brand interest to partner with a fast-growing scaleup martech like Involve, which helps brands and content creators win in the region.
Melissa Chan, VP of Marketing, Involve Asia

Melissa brings with her 25 years of experience including in the startups and fintech industries.  Her vast in-market knowledge spanning financial product development, digital banking, loyalty programs, and customer segmentation has shaped her as a holistic marketing leader.

Prior to joining Involve, she held key leadership roles at CIMB bank, HSBC, Hong Leong, RHB Banking Group, TNG Digital and most recently as the CMO for iMoney Group.

Melissa Chan, Vice President of Involve shared: “Involve Asia has such a captivating story combined with a social purpose that needs to be told. Many brands this year have been reviewing their marketing budgets and are looking for cost-optimised solutions to meet their business and marketing goals.

Individuals are also starting to supplement and increase their income by entering the gig economy. I look forward to elevating the experience of affiliate marketing and fulfilling Involve Asia’s missions.”

Kylee Yap, Director of Marketing and Services, Involve Asia

Kylee has occupied various roles over a span of 20 years with companies such as Meta, Lazada, CtrlShift, Ogilvy Action, and Saatchi & Saatchi where she was deeply involved in curating and leading branding activities across offline, online, and social media platforms.

She has been exposed to many regional and global events which have honed her skills in creating tailored campaigns. With a holistic background in client management, sales, event management, and branding, Kylee aims to strategically grow Involve Asia’s presence in Southeast Asia and enhance its service quality to existing and new audiences.

Kylee Yap, Director of Marketing Services shared, “We are living in a world that is rapidly growing its digital presence, and the online marketplace is an indispensable staple for most brands and advertisers post-pandemic.

Through the extensive network that helps it effectively bridge the gap between brands and audiences, Involve Asia’s platform is uniquely positioned to amplify returns in the marketing partnership space.”

Since the company’s establishment in 2014, Involve has experienced a compound annual growth rate of 132%. The company has grown both transaction volumes, as well as revenue figures by over 100% in the past year alone.

Involve Asia now serves over 500 brands with over 4,000 offers and matches them to a pool of over 540,000 partners, and has generated over US$1.5 billion in sales for these brands. Involve  has expanded from its Malaysia base into Vietnam, Thailand, Indonesia, and the Philippines, tapping into Southeast Asia’s fastest-growing e-commerce and digital ad market, with ambitious growth planned in the coming months.


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