Lotus Capital taps ex-Etika marketer for CEO role

Former Etika Group trade marketing lead Shahmeez Reza has taken on a new role as CEO of F&B and consumer goods at venture capital firm Lotus Capital, effective 1 September 2026.

In his new role, he will oversee a portfolio including myBurgerLab, Ministry of Crab, The Goodday Milk Factory and LITNA, Lotus Capital's consumer goods business, as well as future ventures across F&B and consumer goods.

His remit will include strengthening the businesses' operating foundations, improving profitability, developing organisational capabilities and identifying sustainable avenues for growth.

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Shahmeez joins Lotus Capital after a 16-year commercial career spanning sales, brand and portfolio management, trade marketing, commercial planning, route-to-market strategy, sponsorships, marketing services and business leadership.

He spent nearly seven years at Etika Group, where he most recently served as senior manager of trade, brand and marketing services. He previously held the roles of senior trade and marketing services manager and trade marketing manager at the company.

Before Etika, he was planning manager at Nestlé Malaysia and business development manager at Dentsu, following an earlier stint as events and sponsorship executive at Permanis, PepsiCo Malaysia's bottling partner.

The move marks a shift from leading commercial functions to taking responsibility for entire businesses. Shahmeez said his new role would require him to balance people, customers, operations, cash flow, profitability and long-term direction.

Prior to formally assuming the position, Shahmeez spent three months transitioning into Lotus Capital, working with management teams and reviewing the performance and operations of its businesses.

He has been involved in the ongoing transformation of myBurgerLab, with a focus on outlet economics, operational standards, cost management, customer experience and accountability.

At LITNA, he has also been shaping the company's growth agenda, including distribution expansion, customer relationships, working-capital discipline and brand investment.

His appointment comes as Lotus Capital grows its consumer products portfolio following its acquisition of its consumer products division. The firm said Shahmeez's leadership will support the integration and growth of the portfolio while strengthening its wider F&B and consumer goods businesses.

Looking back on his career, Shahmeez credited his extensive experience in FMCG with shaping his commercial discipline and deepening his understanding of consumers, customers and execution.

"FMCG taught me that strategy only creates value when it can be executed consistently. A business needs a relevant consumer proposition, the right pricing and distribution, strong customer relationships and sound commercial fundamentals. These principles remain relevant regardless of the industry," Shahmeez said.

Lotus Capital managing director Karthiik Doraisingam said Shahmeez brings "commercial acumen, strategic thinking and an entrepreneurial mindset" to the role.

Shahmeez said his immediate priority would be to strengthen the fundamentals of the businesses before pursuing expansion.

"Our ambition is to build businesses that are relevant to consumers, operationally strong and financially sustainable. Growth is important, but it must be quality growth. We need to strengthen our foundations, invest in our people and make decisions that create long-term value," he said.

Shahmeez's move to Lotus Capital follows a leadership change at Etika, which appointed Hemalatha Ragavan as CEO of Etika and international exports in May 2026.

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