Involve Asia Appoints Two Senior Marketing Leaders to Boost Growth in Southeast Asia

Involve Asia, a leading marketing technology (martech) company in Southeast Asia, has expanded its leadership team through the appointment of two senior marketing hires. Melissa Chan has been named Vice President of Brand and Marketing, and Kylee Yap as Director of Marketing Services. The move comes as Involve looks to continue expanding its product line and services to its network of clients and partners across the region.

Involve Asia aims to make affiliate marketing accessible and cost-effective, helping individuals to small-to-medium-sized marketing companies enhance their network with global brands. Melissa and Kylee will play critical roles in growing Involve’s regional brand and marketing efforts and leading the company’s committed team of content, brand, public relations, social media, digital performance, marketing, and design experts. They will be responsible for optimizing current growth channels and developing bespoke marketing campaigns to drive additional revenue streams.

Involve Asia recently received a capital injection of over US$10 million led by Bintang Capital Partners Berhad, with 500 Global, Monumental Productions, and Orbit Capital Malaysia participating. The company is in growth mode, fuelled by three major trends in the Southeast Asian region.

First, Involve is seeing growth in affiliate marketing in Southeast Asia, with affiliate networks and affiliate programs gaining more traction. Second, the company sees new trends emerging in the marketing sector, with professionals experimenting with side jobs, hustles, and gigs to earn affiliate revenue and commissions. Lastly, the company is seeing surging interest from local, regional, and global investors and brands to partner with a fast-growing scaleup martech like Involve, which helps brands and content creators win in the region.

Melissa brings with her 25 years of experience, including in the startups and fintech industries. Her vast in-market knowledge spanning financial product development, digital banking, loyalty programs, and customer segmentation has shaped her as a holistic marketing leader. Prior to joining Involve, she held key leadership roles at CIMB bank, HSBC, Hong Leong, RHB Banking Group, TNG Digital and most recently as the CMO for iMoney Group.

Kylee has occupied various roles over a span of 20 years with companies such as Meta, Lazada, CtrlShift, Ogilvy Action, and Saatchi & Saatchi where she was deeply involved in curating and leading branding activities across offline, online, and social media platforms. With a holistic background in client management, sales, event management, and branding, Kylee aims to strategically grow Involve Asia’s presence in Southeast Asia and enhance its service quality to existing and new audiences.

Involve Asia was established in 2014 and has experienced a compound annual growth rate of 132%. The company has grown both transaction volumes, as well as revenue figures by over 100% in the past year alone. Involve Asia now serves over 500 brands with over 4,000 offers and matches them to a pool of over 540,000 partners, generating over US$1.5 billion in sales for these brands. Involve has expanded from its Malaysia base into Vietnam, Thailand, Indonesia, and the Philippines, tapping into Southeast Asia’s fastest-growing e-commerce and digital ad market, with ambitious growth planned in the coming months.