Stryv picks Razer’s Asia regional marketing director as CMO

Personal care brand Stryv has appointed Vanessa Tan (pictured) as its chief marketing officer, reflecting the company’s push to strengthen brand building and regional expansion.

In her new role, Tan will oversee brand strategy, marketing, marketplaces, and growth across Stryv’s portfolio of products and markets.

This includes building a stronger brand narrative, scaling marketing capabilities, and working closely with product and operations teams to launch products that elevate everyday living. 

Don't miss: Mandai Wildlife Group nabs Agatha Yap as CMO 

In her role as CMO, Tan will also develop a more structured regional go-to-market framework as the company expands.

According to Tan, Stryv’s primary focus today is on markets such as Singapore, Malaysia, and Hong Kong, where it has built a strong customer base. She added that the company will continue to deepen its presence in these markets while exploring opportunities for further international expansion.

Tan brings experience from leading tech brands, having served as regional marketing director, Asia at Razer and director of marketing, Indonesia at Xiaomi Technology. She spent eight years at Xiaomi Technology in roles including associate marketing director, Indonesia, and head of global product PR and marketing too. Earlier in her career, she was also a journalist at Tech In Asia.

“What excites me most is the opportunity to help shape a brand that is still in a very dynamic stage of its journey,” Tan told MARKETING-INTERACTIVE.

“Stryv has already built strong products and a loyal customer base. The next chapter is about scaling that foundation," she said.

Looking ahead, Stryv will strive to build deeper brand meaning, create more products across more categories that genuinely improve everyday life, and expand its reach across more markets.

Stryv acquires Sterra

Tan's appointment comes as Stryv fully acquires home appliance brand Sterra for an undisclosed amount, as part of its broader push to expand into new consumer electronics categories across Asia. Stryv shared in a separate statement that the move will see Sterra’s product portfolio and operational capabilities integrated into Stryv’s ecosystem, enabling the company to accelerate its presence in categories such as home appliances while strengthening its footprint in markets including Southeast Asia and Hong Kong.

Through the acquisition, Stryv will tap into Sterra’s existing base of more than 200,000 households, combining it with its own brand-building capabilities, retail network and product development expertise to unlock new growth opportunities across Asia. 

Roy Ang (pictured left), CEO and co-founder of Stryv, said the acquisition aligns with the company’s long-term ambition of building a multi-category ecosystem of design-led consumer electronics. "We see strong synergies and value in what Sterra has built, and are confident we can elevate the brand, product experience, and customer trust to the next level," he added. 

Meanwhile, Chris Lim (pictured right), CEO, Sterra, said that joining Stryv is an incredible opportunity for the brand. "With Stryv's strong backing from venture capital partners, deeper funding, and robust retail network, complemented by their strong engineering and design capabilities, we will have the necessary resources to significantly scale Sterra's operations and accelerate innovation," he added. Post acquisition, Lim will now be taking on an advisory role. 

Meanwhile, Sterra will continue operating under its existing brand, with customer support, warranties and services for current users remaining unchanged. At the same time, Stryv plans to integrate Sterra into its product development, quality assurance and customer experience frameworks, while bringing its marketing and engineering standards to the brand to enhance product innovation, service delivery and overall customer trust.

Both firms are a part of D2C brand builder Evo Commerce, Stryv’s parent company now.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

Related articles:  
GYG Singapore elevates Adora Sarah Chou to newly created CMO role 
Pinterest picks new chief marketing officer and chief business officer  
Kenvue appoints former KFC Asia CMO as VP and marketing chief for APAC