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Rodney Wong

Universal Robina Munchy’s

Rodney Wong is currently the Chief Executive Officer of Universal Robina Munchy's (URMunchy's) Malaysia.

Through his comprehensive strategic planning and leadership, he has notably steered the company to record business results by building and strengthening the profit fundamentals across all businesses.

In 2022, Rodney led the successful integration of two businesses into one, positioning URMunchy’s for long-term success. He worked with the Management Committee to develop a comprehensive integration strategy that involved streamlining operations, consolidating departments, and aligning cultures. In a noticeably short span of time under his leadership, the company was able to achieve cost savings, improve efficiencies, and gain a competitive advantage in the marketplace.

He is known for his collaborative leadership style, which emphasises transparency, open communication, and a focus on people. He led his team in implementing a number of new initiatives to engage employees and build a shared vision for the future of the merged company.

Since the successful integration, Rodney has continued to lead the company through a period of growth and expansion across three segments: biscuits (Munchy's, Lexus, Oat Krunch, Cream-O, Muzic, Topmix, Funmix), snacks (Jack ‘n Jill, Roller Coaster, Jack ‘n Jill Calbee, Jigs, Corn Curls), and confectioneries (Cloud 9, Nips).

Prior to the integration, he embarked on his journey as the CEO of Munchy’s (Malaysia’s No.1 biscuit brand*) in July 2014, he spearheads the direction and guide the strategies for sustainable business growth whilst being responsible for overall management of group operations. The company has seen significant achievements in recent years including building successful brands of Munchy’s Crackers, Lexus, Muzic, Oat Krunch, Choc-O, and also the formation of a joint-venture company with a leading European food manufacturer resulting in the successful launch of 7Days croissant by Munchy’s into the Malaysian market.

Previously, he was attached with Petronas Lubricant Malaysia, an arm of PETRONAS. During his tenure as General Manager, he was instrumental in leading the company in making strategic transformations of key functions including route-to-market framework, distributor network, customer service, and human resource in driving towards market leadership.

Before joining Petronas Lubricant Malaysia, he was at Coca-Cola Refreshments Malaysia, where he started as Regional Sales Manager, East Malaysia and thereafter as the National Route-To-Market (RTM) Manager, Malaysia. Throughout his tenure, Rodney was a critical member of the pioneer Coke Malaysia team for the transition of Coke business from F&NCC to Coca-Cola Refreshment Malaysia and developed the RTM strategies to deliver optimal cost to serve on sales, logistic and execution. Prior to that, he worked as a General Sales Manager in Unilever.

Rodney is deeply committed to philanthropy and advocacy. He serves as President of the Sarawak Children's Cancer Society, holds the position of President on the Board of Childhood Cancer International, and has been appointed as Honorary Advisor to Childhood Cancer Malaysia. His passion for sustainability is evident through his role as an Honorary Advisor at the ESG Association of Malaysia. Rodney also dedicates his time as a Mentor with Endeavor Malaysia, a non-profit organization supporting startup entrepreneurs and founders. He graduated with a Master in Business Administration from Heriot-Watt University.

*MAT March 2023.

Universal Robina Munchy’s Malaysia’s is part of Universal Robina Corporation (URC), a sustainable global enterprise in eleven high-growth markets across Asia.

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