Cheil Indonesia appoints Yeo Kyung Lee to lead retail and campaign business

Cheil Indonesia has appointed Yeo Kyung Lee (pictured) as head of director for retail and campaign, as the agency looks to strengthen its retail and campaign capabilities amid increasingly connected consumer journeys.

In her new role, Yeo will report directly to Joo Hwan Kim, CEO of Cheil Indonesia.

She brings more than a decade of international experience across Asia Pacific, including Oceania, Europe and Africa. Her career spans luxury, hospitality, healthcare, experiential marketing, customer experience consulting and business expansion, giving her a cross-disciplinary perspective.

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Prior to joining Cheil Indonesia, Yeo served as managing director of MegaGen Implant India, where she led business expansion and market development initiatives. Earlier in her career, she held leadership roles in experiential marketing, customer experience consulting and international business development across multiple markets.

According to Kim, Yeo's appointment reflects the growing value of diverse professional and cultural experiences in driving innovation.

"What stood out about Yeo was the breadth of experiences she brings from outside the traditional advertising path, her professional and cultural diversity offers a fresh perspective that can challenge conventional ways of thinking, inspire new ideas, and help us continue evolving as an organisation. I believe this diversity will strengthen our capabilities and create new opportunities for Cheil Indonesia," said Kim.

Yeo believes that future leadership will be defined by the ability to navigate multiple disciplines rather than specialise in a single area.

"Leadership today is no longer defined by expertise in a single function or industry," she said. "The most valuable perspective often comes from working across different sectors, cultures, and business environments. These experiences help us better understand customers, solve complex challenges, and build stronger connections between brands and people."

At Cheil Indonesia, Yeo will focus on strengthening the agency's retail and campaign offering, helping clients create connected brand experiences that combine creativity, customer engagement and commercial performance.

Part of Cheil's global network of more than 8,000 marketing professionals across 55 offices in 46 countries, Cheil Indonesia operates as a fully integrated agency spanning strategy, branding, content production, activation, data analytics and technology implementation, with an increasing focus on AI-enabled capabilities.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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