Peik Lean YAP

Peik Lean led the restructuring of the Regional Marketing (Asia) role and organisation from 2011 – 2013. She has played a key role in the Global Marketing transformation in PLI since 2014. She established the Global Brand and Category Strategy, developed, and improved the Power Brand proposition, established the first Global Revenue Management Framework & Pricing Strategy and championed data driven measurements and insights driven research. Her role supports different product segments for all regions with focus on China, India, Malaysia, EMEA and Brazil, and includes closer integration of global/ local marketing strategy and planning, cross functional integration of brand, communications (content), portfolio, digital and channels (CX), and uncovers opportunities through better understanding of market trends and business (brand and channel) performance. Peik Lean has worked across global MNCs and local conglomerates, from FMCG (fast moving consumer goods) to the highly fluid Internet industry and the more traditional downstream lubricants and functional fluids industry. She has held sales and marketing roles in Mars Inc, L’Oreal, Bumiputera Commerce Bank (now CIMB) and BP Castrol. Peik Lean holds an MBA from University of Nottingham in Malaysia and a Bachelor of Economics from Universiti Malaya. She also attended the week-long "Marketing Strategies for Profitable Growth" programme in Harvard Business School, Shanghai in 2011.