Karen Ong is appointed as the new CMO of URC to lead marketing operations, improve brand growth, and expand into Southeast Asia.

Universal Robina Corp. (URC), the food and beverage division of the Gokongwei Group, has announced their new Chief Marketing Officer (CMO)—Karen Ong. To improve its visibility all over Southeast Asia. Ong will handle every marketing operation in the area, including digital media, consumer data, advertising, public relations, and management of brands.

Ong's appointment is seen as a strategic step in order to strengthen URC's marketing abilities alongside advancing its goals for regional growth. "Ong’s experience and passion for developing brands is essential for URC's growth in the Philippines and other major Southeast Asian markets," stated Irwin C. Lee, president and CEO of URC. "Under Ong’s leadership, we will strengthen our profit and grow our local influence."

Before the appointment, Ong served as the Senior Marketing Director for URMunchy's, URC's Malaysian division. New development and research center under URM was inaugurated by URC in Johor, Malaysia. Building promotes the company's growing presence in the area by keeping innovative technologies for product evaluation and development.

In addition to popular snack and candy items including Roller Coaster, Potato Chips, Cloud 9, Nips, and Dynamite, URM produces recognized biscuit brands like LEXUS and Oat Krunch. With products like C2 Cool & Clean drinks, Piattos chips, Maxx candies, and Cream-O cookies, URC is still recognized in the Philippines.

The company is working for stronger brand recognition and continuous creativity to meet the changing needs of consumers, with Ong at its leading edge. Appointment is in accordance with URC's lasting goal of becoming Southeast Asia's leading regional provider of beverages, snacks, and various other active consumer products.