Director of International Brands, Tiger Beer, Heineken Asia Pacific Breweries
Originally from Holland, Mie-Leng Wong assumed the position of Director of International Brands with Tiger in June 2013 as a core member of the Asia Pacific Commerce Leadership team. Mie-Leng is responsible for Tiger’s global growth strategy, including market expansion, business development, brand equity and innovation strategy. In addition, she oversees the development of all communication, design and activation initiatives in the Asia Pacific region and beyond.
The second person to join Asia Pacific from Heineken after its acquisition of Asia Pacific Breweries, she leads a team of asset and business development managers reporting to the President of Asia Pacific.
Mie-Leng was previously the Head of Brand Strategy, Positioning & Brand Identity as part of the Heineken International Global Marketing Capabilities team. She was responsible for driving initiatives and programmes that would build global and local marketing capabilities for profitable growth, helping marketing teams increase brand effectiveness. She played a pivotal role in the success of the Heineken Global Commerce University.
Before joining Heineken International, Mie-Leng spent 17 years working at Unilever. During her tenure, she served as the Global Brand & Innovation Director for Family Goodness brands, leading the global Family Goodness team with a responsibility for Brand Vision & Strategy.
Mie-Leng has been acknowledged as the one of the top three most successful women in Marketing in the Netherlands, as published in “Tijdschrift voor Marketing” in February 2010.
She graduated from Utrecht University cum laude with a Masters in International Economics, completing her final thesis at Philips in Shanghai and Hong Kong.