Company: Grab

Title: Founding CMO


Residing Country: Malaysia

Industry: Mobile, Ecommerce, Ride-hailing


Cheryl is part of the early founding team at Grab. Starting in Kuala Lumpur as a one-man marketing team, she set up the marketing practice for Grab over the last 8 years. Today, she leads marketing and social impact covering all of Grab's core verticals which include deliveries,mobility and digital financial services. She oversees Grab’s marketing efforts across the region, leading a team of over 400 marketers across Southeast Asia. 

In her role, she shapes the strategy behind the company’s brand and reputation. She also leads social impact at Grab and believes in building inclusive capitalism to solve problems of poverty and climate change. Recognized as a though leader in the tech, marketing, tech and sustainability space, Cheryl has been invited to speak at various international conferenes and forums. Her accolades include: Asia-Pacific Power List 2020, Women leading Change Awards 2020, WFA Global Marketer of the Year 2019 nominee and Influence 100 2019. 



The disruptive innovation.


Throughout 2019, Cheryl was instrumental in improving Grab’s brand perception, which took a dive after its acquisition of Uber’s SEA business. To rebuild trust, Grab and Cheryl focused on the fundamentals: brand communication across various touchpoints, customer response time, and building new features to support customers. This led to the NPS score being boosted to a level higher than it was before the Uber acquisition. 

Cheryl implemented an immersion experience after every major marketing meeting — for her team to spend time on ground to better understand their driver-partners, merchants and consumers. Grab’s marketing team has since evolved to support the many new Grab businesses — food delivery, financial services and travel. Cheryl worked with the engineering team to develop an AI-based marketing tool, to devise more personalised marketing campaigns. 

Cheryl’s marketing efforts were also focused on Grab’s new brand campaign, “Connected by Good”, launched in conjunction with the release of the 2nd edition of its annual Grab for Good: Social Impact Report. With that, Grab provided 6,000 local businesses in Southeast Asia with US$3.5 million in free personalised ads through their Homegrown Heroes initiative.  

Source: Campaign Asia-Pacific