Universal Robina Corp. (URC), the food and beverage arm of the Gokongwei Group, has appointed Karen Ong as its new Chief Marketing Officer as the company seeks to expand its brand presence across Southeast Asia.

In a stock exchange report on Wednesday, the company Ong will lead URC’s marketing operations, covering consumer insights, advertising, media, digital marketing, public relations, and regional brand management. 

She is expected to strengthen brand equities in the Philippines and URC International, while accelerating the company’s regional growth.

Ong, a seasoned marketing executive with over two decades of experience, most recently served as senior marketing director for URMunchy’s Malaysia (URM). During her tenure, she led the company to market leadership in the biscuit category, overtaking competitors in recent years.

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, which resulted in strong category growth and improved margins.

Ong 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. Her appointment is part of a broader push to strengthen regional brand presence and accelerate profitable growth across Southeast Asia,” Lee said.