ANDREW YEOH
Head of Marketing & Innovation (Shopping Centre)
IKEA Southeast Asia
Andrew’s unique skillset and mindset have been honed by over 16 years of experience across both the client and agency spectrum. He has stewarded brands as diverse as IBM, Gillette, Pantene, KFC, Uniqlo, SK-II, BMW, Microsoft and Disney both locally and regionally in Malaysia and his previous base in Australia. He also holds an MBA from the Melbourne Business School.
His passion lies in the intersection of brand experience, digital transformation, innovation and marketing communications. Prior to IKEA, his professional experience includes marketing and strategy leadership roles at IBM, P&G, Interbrand, Isobar and DDB. Under his strategic marketing and digital transformation direction, the IKEA portfolio of five shopping centres have prospered IPC, MyTOWN, Toppen, Batu Kawan in Malaysia, and Megabangna in Thailand, tripling in terms of visitation growth during his tenure.
He accomplished this by spearheading numerous firsts including Malaysia first-ever TikTok-able Mall during the Toppen breakthrough launch campaign and the multi-award-winning IPC app with its world first Mood Menu functionality.
Now as the world changes yet again, he looks forward to fresh opportunities and challenges, or as he calls it the next normal.
Happy snapshot of Andrew when he was 4. Taken in North Carolina, where his Dad did his Master’s at Duke University. Looking at the gifts around him, it seems his penchant for shopping has led him to head marketing and innovation for IKEA Southeast Asia today.
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