Carlsberg Group sees marketing shuffle in HK with new Asia director named

Carlsberg Group has promoted Kevin Choo (pictured below) as marketing director for Asia, joining the Hong Kong office from the company’s Malaysia division. Choo joined the company’s Hong Kong office in October.

He spearheaded various key campaigns such as the launch of Carlsberg Smooth Draught and initiatives related to 2018 FIFA World Cup, according to his LinkedIn. Apart from managing internal stakeholders, Choo worked closely with regional and global group commercial teams for the brand’s growth strategy.

Before joining Carlsberg Group, Choo was group business development manager, international business at Malaysian food company MAMEE-Double Decker. He started with brand management for the company’s noodles portfolio of domestic business. He then helped expand the company‚Äôs business to the international arena, leading all business development and marketing related matters for international markets, including new product and market development and organic growth of the company’s portfolio. 

He worked for Carlsberg Group’s Malaysia division as marketing manager. In this position, he led the flagship brand of the company and was responsible for the total Carlsberg marketing portfolio, including the development of full year marketing activity grid, brand profitability, volume and market share.

Choo join MAMEE-Double Decker in June 2010. He was commercial manager, beverage and chilled division from July 2014 to March 2016 and led all commercial related development across sales, marketing planning, strategy setting and execution and new product development for local and international markets. Other companies that he worked for in the earlier stage of career included Standard Chartered Bank and Cadbury. 

Meanwhile, the brand’s international premium brands director for Asia Lynsey Woods (pictured right) has relocated to the office in Denmark to take up the position of senior global brand director for Carlsberg. She joined the Hong Kong office in January 2020 and prior to that, she worked for the office in the UK as director of marketing for Core Beer UK from October 2018 to January 2020, as well as marketing controller from July 2016 to October 2018. 

Woods boasts experience in other F&B companies. She worked for British food company Premier Foods for five years and merican food company McCormick & Company for just eight months too. 

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