Visionary Leader Shaping Brand Narratives and Future Marketers
Director of Brand Marketing
A&W Restaurants, International
Brand storytelling is a fundamental pillar of effective marketing, rooted in the art of crafting compelling narratives. While storytelling’s essence remains the same, the shift to digital platforms demands concise, impactful content. We now need to effectively communicate messages in brief, engaging segments, often within 15 seconds. Kelvin Hong, Director of Brand Marketing at A&W Restaurants International, excels at adapting storytelling for modern channels. With a career spanning consumer goods and fast food, Kelvin has honed his ability to craft concise, impactful narratives. His strategic and creative approach ensures every second of content engages effectively within today’s brief viewer windows. At A&W Restaurants, International, Kelvin leads marketing with a blend of strategic insight and innovative execution. His previous roles at KFC Malaysia & Yangon; plus Sara Brand storytelling is a fundamental pillar of effective marketing, rooted in the art of crafting compelling narratives. While storytelling’s essence remains the same, the shift to digital platforms demands concise, impactful content. We now need to effectively communicate messages in brief, engaging segments, often within 15 seconds. Kelvin Hong, Director of Brand Marketing at A&W Restaurants International, excels at adapting storytelling for modern channels. With a career spanning consumer goods and fast food, Kelvin has honed his ability to craft concise, impactful narratives. His strategic and creative approach ensures every second of content engages effectively within today’s brief viewer windows. At A&W Restaurants, International, Kelvin leads marketing with a blend of strategic insight and innovative execution. His previous roles at KFC Malaysia & Yangon; plus SaraLee SEA and Kimberly Clark honed his skills in problem solving, project management, and digital marketing. A recognised marketer, he’s known for his agility and award-winning marketing achievements. Kelvin’s strength lies in merging the art and science of brand storytelling, creating enduring narratives that set benchmarks for future leaders. His dedication to excellence and passion for brand building ensure that the brands he represents make a lasting impact, inspiring and resonating across generations. In an exclusive interview with TradeFlock, he shares insights into his campaigns and strategies.
During my time in Indo-China, I led a standout campaign involving a dance activation that significantly boosted our brand’s market presence. We blended local dance styles with K-Pop trends, crafting unique choreography and featuring talents dressed in traditional Myanmar attire. An original soundtrack was created with an agency to complement the performance. This innovative approach resonated deeply, resulting in the campaign video going viral across Asia, including Thailand, Malaysia, Singapore, Vietnam, Indonesia, and Australia. The campaign’s success was driven by our strategic integration of cultural insights and contemporary trends, which had a substantial impact on our brand’s visibility and engagement
I’m currently based in Jakarta, Indonesia, a dynamic city rich in culture and history with plenty of tourist appeal. The F&B scene here is highly competitive, like in most markets. At A&W Restaurants, International, we’re constantly keeping up with trends while staying true to our core products. We balance tradition with innovation by offering limited-time products tailored to the diverse tastes of Asian consumers. This innovation keeps us positioned as market leaders and allows us to attract new customers without losing sight of what makes us unique. Staying competitive also means ensuring a consistent stream of new products each year, designed around key marketing windows and consumer occasions. It’s not just about the food, though. We’re also focused on modernising our brand through new asset builds that preserve our identity while introducing modern touchpoints. It’s a privilege to contribute to the growth of the brand in this region and also to the local communities. There’s a deep sense of fulfilment in knowing that my work not only impacts the brand but also plays a small part in enriching the community here.
As Director of Brand Marketing for International Markets at one of America’s oldest franchised chains, my goal is to leave a lasting mark not just on the brand but also on the people I work with. Early in my career, my
focus was entirely on the brand, consumers, and results, and while these remain important, my perspective has evolved over the last decade. Now, I’m equally passionate about people development—helping my team grow and guiding them to become the future leaders of the industry. I’m proud when former team members reach out for advice or express gratitude for believing in them when others didn’t. That’s when I know I’ve made a real impact. I aim to identify and nurture talent, often seeing potential in people before they see it in themselves. Positive talent development is something I increasingly value, as it ensures that the next generation of marketers is equipped with the confidence and skills to thrive. Ultimately, I want to be remembered not only for driving successful marketing strategies but also for the positive influence I’ve had on my team, helping them realise their potential and preparing them to become the leaders of tomorrow.
Ah, this brings back some good memories. I can think of two key instances where unexpected challenges really pushed me to grow. One of the biggest was being in an emerging market and realising the “marketing team” was basically just me and one graphic designer! So there I was, wearing all the hats—executive, manager, and marketing officer—while making sure we hit our targets, which don’t change just because you’re in a different market. The other challenge was having zero data or insights to guide our plans. I remember thinking, “Okay, where do we even start?” But instead of seeing it as a roadblock, I saw an opportunity. The designer and I quickly adapted, conducting real-time customer surveys and even running focus groups, where I acted as the moderator and he became a translator of sorts. In the short term, it was a lot to juggle, but it paid off. We produced solid results, which allowed me to eventually build a proper marketing structure with clear responsibilities. Looking back, it was a bit of a roller-coaster ride, but these experiences helped me become a more adaptable and versatile leader. Challenges like these really shape you for the better.
The personal attributes that have contributed most to my journey as a marketing leader are vision, tenacity, coaching, and teamwork. I always begin by asking, “What’s my big vision for this brand?” This helps guide my strategic approach and gives me the determination to achieve long-term goals. I treat the brand as if it were my own, even though I understand my role is within a corporate framework. This ownership mentality drives my tenacity in pursuing strategic objectives. Coaching and mentorship are also critical. Over the years, I’ve attended various internal and external training programs on coaching and neuro-linguistic programming, which have helped me develop as a coach. Effective communication is key—it’s not just what you say, but how you say it. My goal is to make every feedback session a positive and uplifting experience, fostering personal growth in my team. This, to me, is the essence of impact leadership. Lastly, teamwork is vital. While we work hard, I believe in fostering moments of fun and bonding to strengthen the team. Pausing occasionally to reflect and celebrate small victories is equally important. I’m grateful for the experiences and lessons learnt along the way, which have shaped me into the leader I am today.
The world of marketing has evolved dramatically in the past decade. Today’s young marketers are bolder, more experimental, and often fearless. This entrepreneurial spirit propels them forward quickly, but it also poses a challenge in terms of loyalty and retention within organizations. With the rise of tech tools and MarTech innovations, shortcuts may be tempting, but my advice is to resist relying solely on them. The marketing landscape is unpredictable, and shortcuts might not always offer sustainable solutions. Creativity and innovation are essential, but they must be grounded in a solid brand foundation and an understanding of key management principles to steer a business toward long-term success. Additionally, a strong grasp of financials is critical—especially in the start-up space—since it’s not just about ideas but securing funding and building market valuation. In short, balance your boldness with a firm understanding of the fundamentals. Build your brand thoughtfully, invest in mastering core business skills, and never stop learning as the marketing world continues to evolve globally