Baskin Robbins picks new CEO for MY and SG

Golden Scoop has appointed Ng Yau Chuan as chief executive officer (CEO) of Baskin Robbins Malaysia and Singapore, he told MARKETING-INTERACTIVE. 

As CEO, Ng will be bringing a fresh perspective to the ice cream brand and help elevate Baskin Robbins to greater heights. At the same time, he will be overseeing the brand in Malaysia and Singapore and will be based in Malaysia. 

Ng takes over the role from Charmaine Cheah and Cheah Jia Ming, who are son and daughter of See Yeong Cheah. See originally brought the franchise to Malaysia in 1988. 

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In his new role, Ng looks forward to continuing making Baskin Robbins a relevant and exciting brand for adults and kids alike.

"Baskin Robbins has been a beloved brand for close to 40 years in Malaysia alone. I look forward to continuing that brand love while innovating our offering and putting the customer first in everything we do," said Ng. 

Prior to becoming Baskin Robbins' CEO, Ng was the chief marketing and digital officer at Loob Holding. In conversation with MARKETING-INTERACTIVE, Ng said his proudest moments at Loob Holding includes "building an A class, agile team that successfully lead a re-branding launch for both Tealive and Bask Bear".

He added that the team also increased the app revenue by 5x. 

His previous past roles also included industry manager and industry analyst at tech giant Google.

In addition, Ng was an associate director at Agoda and a client partner at Facebook too. According to his LinkedIn, he started his career as a senior analyst at Analysis where his role included IP valuation, valuation modeling, claims analysis as well as market sizing and research. 

Ng's departure from Tealive comes as the bubble tea brand opened its first heritage outlet in Medan Pasar. 

The outlet features a unique European-style brunch concept, paying homage to the area’s rich history.

Medan Pasar which means Market Square in Bahasa Malaysia is part of the city’s iconic heritage enclave just across the river from Masjid Jamek, often referred to as the point where Kuala Lumpur was founded. The century-old shop is also right across from the enclave's landmark clock tower that was erected in 1937 to commemorate the coronation of King George VI. 

To celebrate the launch, Tealive introduced its new 'Bang Bang Coconut' drink series. 

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