MANILA, Philippines—Universal Robina Corporation (URC) has appointed Karen Ong as its new Chief Marketing Officer, as the company intensifies efforts to expand its brand footprint across Southeast Asia.

Ong, a seasoned marketing executive with over 20 years of experience in multinational firms, most recently served as Senior Marketing Director for URMunchy’s Malaysia (URM). During her tenure, she led URM to market leadership in the biscuit category and spearheaded a unified five-year strategy integrating multiple snack and confectionery brands. Her leadership delivered category growth and improved margins through brand consolidation, strategic pricing, and operational efficiencies.

In her new role, Ong will oversee URC’s marketing operations, including consumer insights, advertising and public relations, media and digital marketing, and regional brand management. She is also tasked with strengthening brand equities in the Philippines and URC International, while accelerating regional growth.

She 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.”