Shake Shack names director of global marketing

Shake Shack has promoted Alaric Sng (pictured) to global marketing director, reporting to Matthew Silverstein, managing director, APAC & Middle East.

In his new position, he will oversee marketing for Mainland China, Southeast Asia, and select new APAC markets. The role is an evolution of his previous position rather than a replacement of an existing director-level post.

In his LinkedIn post, Sng said the past few years saw him work closely with teams and licensees worldwide to grow the brand and expand the Shack experience. He added that he looks forward to deepening Shake Shack’s presence across its global markets in his new role.

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Sng joined Shake Shack in 2022 after a stint as loyalty marketing manager at Shangri-La’s corporate office in Hong Kong, where he worked on evolving the Golden Circle loyalty programme into Shangri-La Circle. Earlier, he held roles at Digitas Hong Kong and Jack Morton in Shanghai, focusing on brand, digital and experiential marketing across Asia.

In conversation with MARKETING-INTERACTIVE, Sng said, "I’m incredibly excited to step into the director of global marketing role at Shake Shack at such a pivotal time for our growth in the region. My focus will be on opening new markets, deepening strategic partnerships and crafting collaborations that feel uniquely ‘Shack’ in every city we enter."

"At the heart of it all, we want Shake Shack to be the brand guests are most excited to see in their neighbourhood – and to keep coming back to – as we continue to grow across the region," he added. 

The appointment comes as Shake Shack continues to push its brand into more premium and experiential territory. In October last year, the burger chain partnered with Regent Hong Kong on a world-exclusive collaboration that blended fine casual dining with five-star hospitality. Available from 12 November to 12 December at The Lobby Lounge, the pop-up marked the first tie-up of its kind between a luxury hotel and the brand.

At the centre of the partnership was the Foie Gras Shack, a reimagined ShackBurger layered with foie gras torchon, Gruyere cheese and black truffle mayo, alongside Shack Caviar Fries topped with crème fraîche bavarois and caviar. The limited-time experience also featured panoramic Victoria Harbour views and exclusive merchandise for early guests, underscoring the brand’s appetite for high-impact, culturally resonant collaborations.

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