Universal Robina Corp. (URC) has named seasoned marketer Karen Ong as its new Chief Marketing Officer, bringing in a highly experienced and reliable hand as it seeks to further expand its brands footprint in the region.

Karen has over two decades of experience with various multinational firms. She most recently served as senior marketing director for URMunchy’s Malaysia (URM), where she led the company to market leadership in the biscuit category, overtaking competition in recent year.

Under her direction, URM integrated multiple snack and confectionery brands under a unified five-year strategy. Her team focused on brand consolidation, strategic pricing and operational efficiencies, resulting in strong category growth and improved margins.

In her new role, Karen will oversee the company’s marketing operations - including consumer insights, advertising and public relations, media and digital marketing, and regional brand management – while giving a strategic push to strengthening brand equities in the Philippines and URC International, as well as accelerating URC’s regional growth impact.

Karen will report directly to URC President and CEO Irwin C. Lee.

“Karen’s deep expertise, strategic mindset and passion for brand building will be invaluable to the expansion of URC across key regional markets including the Philippines,” said Lee. “Her appointment is part of a broader push to strengthen regional brand presence and accelerate profitable growth across Southeast Asia.”