Universal Robina Corp. (URC) has appointed Karen Ong as its new chief marketing officer, a strategic move aimed at bolstering its brand presence and accelerating growth across Southeast Asia.
Ong, a marketing veteran with over 20 years of experience, joins URC’s executive ranks following her successful tenure as senior marketing director at URC’s Malaysian subsidiary, URMunchy’s. There, she led the company to market leadership in the biscuit category, consolidating multiple brands under a unified five-year strategy and driving improved margins through strategic pricing and operational efficiency.
As CMO, Ong will oversee marketing functions across consumer insights, advertising, digital marketing, and regional brand management. Her mandate includes strengthening brand equities in both the Philippines and international markets, in line with URC’s ambition to scale its regional impact.
“Karen’s deep expertise, strategic mindset and passion for brand building will be invaluable to the expansion of URC across key regional markets,” said URC president and CEO Irwin C. Lee. He added that the appointment reflects URC’s broader push to reinforce brand leadership and drive profitable growth across Southeast Asia.
Ong will report directly to Lee.
