Carlsberg elevates Malaysia marketing director to Singapore GM

Carlsberg has promoted Olga Pulyaeva, marketing director of Carlsberg Malaysia, to general manager of Carlsberg Singapore, effective 15 June 2026.

In her new role, Pulyaeva will oversee the overall Singapore business across all functions and lead the market's portfolio of brands. She will continue reporting to Stefano Clini, managing director of Carlsberg Malaysia and Singapore.

The appointment marks a new chapter for Pulyaeva, who has spent the past four years shaping Carlsberg Malaysia's marketing strategy and brand portfolio.

"We are pleased to see Pulyaeva take on this next chapter with Carlsberg," said Clini. "She has made a strong contribution to our Malaysia business, particularly in strengthening our brand portfolio, building brand equity and deepening consumer engagement across key segments. With her international experience and leadership, we are confident she will continue to drive the business forward in Singapore," he added.

Pulyaeva first joined Carlsberg in 2012 as programme manager, go-to-market, overseeing multiple European markets including Switzerland, Portugal, Croatia, Bulgaria, Poland, the UK and France. Over the years, she built an international track record through increasingly senior roles at Brasseries Kronenbourg and Feldschlösschen Getränke AG in Switzerland.

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She took on the role as marketing director for Malaysia in July 2022, where Pulyaeva played a key role in strengthening the brewer's brand equity strategy under the Carlsberg Group's Accelerate SAIL framework. Among her notable achievements was spearheading the launch of Sapporo in Malaysia.

Pulyaeva also helped return Somersby to growth, and expanded the Connor's portfolio. Beyond that, Carlsberg credited Pulyaeva with fostering a collaborative and inclusive culture across the marketing team and wider organisation, helping drive key campaigns and innovations for the business.

Prior to her time with Carlsberg, Pulyaeva was with The Seiden Group in New York, managing client accounts and relationships. 

Reflecting on her time in Malaysia, Pulyaeva said she was grateful for the opportunity to grow alongside the local business and its team.

"I am grateful for the opportunity to have grown with Carlsberg Malaysia over the past four incredible years, working alongside an amazing and exceptionally talented team to strengthen our portfolio and drive the business forward," she told A+M.

"As I take on this new role in Singapore, I look forward to building on this foundation, continuing to strengthen our mainstream beer brands, accelerate premiumisation and create meaningful experiences for our consumers, anchored in our purpose of brewing for a better today and tomorrow."

Carlsberg shared with A+M that the search for Pulyaeva's successor as marketing director for Malaysia is currently underway, with an announcement expected in due course.

Among other recent leadership moves across the region, Charles & Keith has appointed Aniko Andras as global marketing director. In the role, Andras will lead the group's global marketing strategy, working across teams to deepen brand affinity and enhance customer experience as the brand expands its international footprint.

Mars Snacking has appointed Sanjib Bose as general manager for Indonesia and Vietnam, expanding his leadership responsibilities after serving as general manager for the Philippines at Mars Wrigley. Prior to joining Mars, Bose spent 10 years at Kellogg, including as regional CMO for Southeast Asia. 

Back in Malaysia, former foodpanda Malaysia marketing director Steff Yong stepped into a new chapter at CHAGEE, taking on the role of director of user operations as of end April, as the premium tea brand continues to scale its presence in Malaysia.

Also in April, Woodpeckers Group (WPG), the parent company of llaollao Malaysia, ChaTraMue Malaysia and Shae.co, appointed Jovina Tan as its new general manager for commercial growth and performance. She will lead the group’s commercial growth agenda across all brands, taking full ownership of the end-to-end customer and revenue funnel

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