Kelvin Hong Kim Hoong
Jakarta Barat
Summary
Senior regional leader with 20+ years of experience driving end-to-end growth, expansion, and operating performance across multinational QSR and consumer businesses in Southeast Asia. Proven track record in building and scaling franchise and partner-led models, owning country-level growth targets, unit economics, and multi-site execution from market entry through rapid expansion. Brings a strong operator mindset, combining commercial strategy with hands-on execution across partner sourcing, site rollout, SOPs and training, performance management, and P&L-driven decision making. Experienced in aligning HQ strategy with local market realities, managing cross-cultural stakeholders, and leading local teams in complex, fast-moving environments. Deep regional marketing expertise across Indonesia, Malaysia, Singapore, Thailand, the Philippines, and Myanmar, including founding leadership experience for KFC Myanmar market entry. Recognized for delivering growth through disciplined execution, localization of product and marketing, and strong governance. Multiple recipient of YUM! Asia Best Marketing awards and QSR Media Awards Singapore – Best Digital Campaign 2023. A decisive, people-focused leader who builds high-performing teams, develops partners, and thrives in ambiguity while delivering measurable commercial outcomes with brand growth.
Overview
30
30
years of professional experience
Work History
Independent Contractor
Texas Chicken USA
05.2025 - Current
- Scope of work includes but not limited to marketing strategy, brand development, digital marketing, innovations, product pricing and menu management plus stakeholder management.
- Multiple stakeholder management and cross functional team collaboration across diverse nationalities and nations
- Project work for Texas Chicken franchise partners across APAC and Middle East (e.g. Saudi, Qatar, etc.)
Director, Marketing & Communications
A&W International
Jakarta
09.2019 - 03.2025
- This is a dual hatter role. Leads and directs the Regional Marketing for A&W International which covers Malaysia, Singapore, Thailand, Indonesia and Japan.
- Sets-up a Marketing RoadMap for the region, including best brand practices, both offline and online and establishes brand management tools for the markets to adopt.
- Provides coaching and support to the Regional Markets including running Marketing workshops as well as sharing best cross-country practices.
- Manages full set of P&L including gross profit and EBIDTA management on a regional level.
- In parallel, also sits as Chief Marketing Officer for the Indonesian local market and as such, is responsible for driving the local Marketing Calendar as well as brand communications, 18-months rolling Innovations and Digital Marketing within Indonesia.
- Works hand-in-hand with local store operations team on new restaurant builds, brand development and multi-site expansion.
- Also double up as Marketing lead for coffee chain of cafes under franchise agreement from USA marketed under the brand BIGGBY Coffee (1st market out of the States for this Michigan based coffee brand). Role covers menu development, beverage promotions, social media (e.g. IG and Tik Tok), store development/operations and expansion as well as public relations cum communications.
Marketing Director - Group F&B
Yoma Strategic Holdings
Yangon
01.2017 - 06.2019
- Develop strategic marketing plans for KFC Myanmar including new product innovations, pricing, menu optimization, calendar management, promotions as well as new store development and expansion in new cities.
- Manages in conjunction with global and regional suppliers an 18-month rolling Calendar of Innovations for the market.
- Double-up as Marketing Lead for Auntie Anne’s Pretzels, franchise from States.
- Responsible for Advertising and Promotional planning and expenditures.
- Manages full set of P&L including gross profit and EBIDTA management.
- Coaching and mentoring on KFC Myanmar budding young talents.
- Singapore listed
- Rolled out digital developments for KFC Myanmar i.e. delivery channel co-partnered via a food aggregator; which grew sales by +25% within 3 months.
- Chased up Lotteria as second market entrant to be top of mind brand within QSR space in a span of 2.5 years (
- Measured via Brand Equity Tracker).
- Top of mind viral campaigns led through product innovations within Myanmar’s digital space utilizing social media and new youth-centric apps channels which gained Regional coverage.
- In 2019 was elected as Yoma Group F&B Director to head up other F&B franchise brands such as Auntie Anne’s and Little Sheep Hotpot restaurant.
- Sits on Yoma Strategic Marketing Council as Chairman of Marketing Board and acts as a resource advisor on Strategic Marketing across various business units in Group.
- Due to my passion, also holds a weekly offsite Strategic Marketing class for UK’s CIM Program as an industry visiting lecturer at a local Marketing college in Yangon.
Head of Marketing & Branding
Capital Retail Diamond Group
Yangon
03.2015 - 01.2017
- Manages all advertising and promotional activities for the entire Retail Cluster (includes hypermarkets, supermarkets and convenience stores); which includes weekly shout-outs and promotions, brand campaigns and/or events that tie into seasonal festivities.
- Recommends merchandising guidelines together with Merchandising team on product range including SKUs optimization.
- Works with Mall Teams to identify strategic tenants within the Retail Group to drive overall mall traffic and profitability.
- Heads and coaches total staff strength of around 16 people.
- CDSG
- Streamlined all communication aspect of the Retail Cluster including working with media on press releases, print advertorials and magazines for a unique brand identity.
- Set-up digital outreach of the Retail Cluster on all brand and campaign materials to build awareness, resonance and engagement.
- Assisted the CEO to plan, define and set-up a cluster of retail supermarkets/hypermarket as well as convenience store expansion in Myanmar with its own unique brand positioning.
General Manager, Head of Marketing
KFC Holdings Malaysia Sdn Bhd
12.2011 - 02.2015
- Manages KFC brand for total Malaysia, revenue in excess of MYR 2.0 billion.
- Runs marketing program for over 600 shops in Malaysia to drive sales via operation team.
- Provide strategic brand and marketing directions to grow market share and top of mind.
- Responsible for 18-months rolling calendar including budget management, advertising, promotions and product innovation.
- Coaches and heads total marketing unit with a team of 15 staff.
- Works on movie licensing merchandise and toys for sale into bundle meals.
- Full Profit and Loss management responsibility.
- Rebuild brand share from 36% SOM to 50% SOM by Quarter 4, 2016 (tracked by ACNielsen).
- Revolutionize social and digital tools to grow fan base (No.1 highest engaged fan page in Malaysia with over 1.8million fans – Year 2015).
- Recipient of YUM! Global PR Award, Q2, 2012.
- Recipient of YUM! Asia Award, Quarter 1, 2013 / Quarter 4, 2013.
- Best ASIA Marketing Team 2013.
- Best ASIA Marketing Excellence Award 2013.
- Rolled out KFC Delivery and online ordering platform for the first time in 2014.
- Established KFC within the Digital Space in 2 years in a time when the digital arena was just beginning its boom.
- Consistently maintained brand’s Top of Mind within the QSR space during leadership years.
Head of Marketing
Tohtonku Sdn Bhd
12.2010 - 12.2011
- Manages a full portfolio of home-grown brands in excess of RM100million turnover.
- Heads and coaches total marketing business unit with a team of 10 staff.
- Provide strategic brand and marketing directions to grow market share and top of mind.
- Full Profit and Loss responsibility.
Regional Marketing Manager, Personal Care & Body Care, Asia Pacific
Sara Lee South East Asia
Petaling Jaya
01.2007 - 11.2010
- Support Regional Vice President, Personal Care to formulate and lead short- and long-term strategies to drive net sales value (+50mio Euro) and profitability within the APAC region via management of key personal care categories.
- Brands handled include Brylcreem, Master and Block & White, Monsavon, Zwitsal and Radox (to name a few).
- Strategic start-up on Regional Marketing team to drive and consolidate brand identities, tone and voice for strategic pillar brands.
- Formulated brand key and packaging blueprints within APAC teams in 2007.
- Establish and drive best marketing regional practices on advertising and communications.
- Runs regional market research programs to drive insights for innovations and launches.
Marketing Manager (Malaysia/Singapore)
Kimberly Clark Trading (M) Sdn Bhd
Petaling Jaya
02.2002 - 12.2006
- Formulates and implements the Malaysian/Singapore business plans (last managed Category in Fem Pads division) to achieve annual corporate volume of over USD26 million Net sales with an operating profit of over USD 8.0 million on portfolios held.
- Manages an annual advertising and promotion budget in excess of USD3.0 million.
- Responsible for developing business plans/activities against objectives/budget consistently.
- Established strong market leadership - close to 40% share in feminine pad segment in Malaysia and over 25% shares for brands in Singapore (Kleneex
- And Scott
- ) consistently over 3 years.
- Also formed strategic partnership with Disney for use of brand licensee.
Brand Manager
Nestle Food Products (M) Sdn Bhd
Petaling Jaya
01.2001 - 01.2002
- Develops strategically sound marketing/brand plans and recommends new business Opportunities to achieve and exceed sales/share of market for assigned categories.
- Launched many new products under kids’/adults’ categories and take-home tubs including “Milo Stick”, “Frubetta”, “Kitty Wonder Cups” and “MatKool/Drumstick” extensions, which improved topline sales.
Management Trainee to Asst. Brand Manager
Philip Morris Malaysia
Petaling Jaya
12.1995 - 12.2000
- Summary of exposure include key areas of Sales and Distribution / Product Management / Advertising & Promotions / Campaign management Research & Analysis - (details can be provided upon request)
Education
Postgraduate - Management Studies
Universitas 21 Global
Bachelor of Business with Distinction - undefined
RMIT University
Secondary Years - undefined
Victoria Institution
Qualifications And Training
- Postgraduate, Management Studies, Universitas 21 Global (Singapore)
- Bachelor of Business with Distinction, RMIT University, Melbourne, Australia
- Victoria Institution, Secondary Years, Malaysia
- NLP (Neuro Linguistic Programming) workshops
- TEFL Certification Level 5 (Teaching of English as Foreign Language)
- Amazon Online Sales Workshops
- Languages ~ English/Malay/Bahasa Indonesia/Mandarin/Cantonese/Chinese
- Professional Management Seminars (E.g. Krepnor Tregor, Jack Trout, 7-Habits etc.)
Skills
Client relationship building
Workload management
Deadline adherence
Safety compliance
Project management
Digital marketing
Strategic planning
Marketing campaign development
Team leadership
Operational efficiency
Decision-making
Problem-solving
Customer service
Timeline
Independent Contractor
Texas Chicken USA
05.2025 - Current
Director, Marketing & Communications
A&W International
09.2019 - 03.2025
Marketing Director - Group F&B
Yoma Strategic Holdings
01.2017 - 06.2019
Head of Marketing & Branding
Capital Retail Diamond Group
03.2015 - 01.2017
General Manager, Head of Marketing
KFC Holdings Malaysia Sdn Bhd
12.2011 - 02.2015
Head of Marketing
Tohtonku Sdn Bhd
12.2010 - 12.2011
Regional Marketing Manager, Personal Care & Body Care, Asia Pacific
Sara Lee South East Asia
01.2007 - 11.2010
Marketing Manager (Malaysia/Singapore)
Kimberly Clark Trading (M) Sdn Bhd
02.2002 - 12.2006
Brand Manager
Nestle Food Products (M) Sdn Bhd
01.2001 - 01.2002
Management Trainee to Asst. Brand Manager
Philip Morris Malaysia
12.1995 - 12.2000
Postgraduate - Management Studies
Universitas 21 Global
Bachelor of Business with Distinction - undefined
RMIT University
Secondary Years - undefined
Victoria Institution