Wong Mei Wai

Founder & Chief Change Catalyst
APAC Global Advisory

Change Expertise in Strategy and Portfolio Brand Marketing

Mei Wai is a senior change marketing and business leader in the APAC marketing industry turned Entrepreneur - having taken leadership of iconic brands for global, regional and local corporates in diverse categories including personal care, food & beverages, luxury/ jewellery and banking for more than 2 decades. This include Unilever, Citibank, Fraser & Neave and family businesses like Heineken and Aspial. Her Global brand portfolio includes Unilever’s range of teas like Lipton, Personal Care like Sunsilk, Lux, Heineken and Citibank. Her specialty is in growing Asian brands having led Tiger Beer and the portfolio of regional Asia Pacific Breweries brands through their strongest growth, F&N brands and Aspial brands including Lee Hwa Jewellery. She has led the market and category entry, rejuvenation of brands, integration of brands for mergers & acquisition and stewardship of brands in leadership, challenger and/or " to be sold“ positions in APAC.
    Mei Wai is passionate in growing and turning around businesses and brands to take them to the next level. She has championed multiple strategic planning mid and long term roadmaps to define the next stage for the businesses, brands and categories including Fraser & Neave’s food business, Heineken’s largest Asian business in Vietnam.
      Mei Wai also specialises in uplifting brands as well as business and capabilities for medium to large Business Families to grow their brands/ businesses within Asia– this includes introducing innovation, digital and ensuring that the change strategy and succession plan is in place to embed change.

        Multi-Cultural and hands-on operational experience in Asia

        Mei Wai has led significant operational teams locally in Singapore, Hong Kong and Vietnam – thus she is well placed to blend her strategic capabilities, brand and shopper marketing with strong operational hands-on leadership experience. Her leadership of multi-cultural teams in an array of locations and industries regionally (often in challenging emerging market environments) allows her to provide unique actionable insights and advice as well as being able to follow through recommendations with strong execution.
          Mei Wai orchestrates, designs, appoints and collaborates with Insight, Creative, Media and Design agencies globally to create award-winning campaigns which provides the platform for her to select and put together optimal “fit for purpose” agency teams to co-create strategies and/or platforms for companies seeking to transform their marketing.

            Embedding Change, succession planning  and Consulting and Coaching for Change

            As an INSEAD Business School AMP Alumni (Fontainebleau, France) and being a participant in the INSEAD Business School Executive Masters in Consulting and Coaching for Change program (in 2018), Mei Wai has unique access to (i) current leadership philosophy and future trends, (ii) key thought leaders in the area of business and change leadership and (iii) the tools and expertise required to embed change in a business and “future proof” that business from (among others) the human capital perspective. Her passion is driven by the need to make change “stick” through people - especially the family business succession. She is currently also a global INSEAD Leadership Mentor for the INSEAD Business School for the Men & Women in Business and she is mentoring and coaching for the Economic Development Board and Institute of Advertising of Singapore.