U-Fong Chua, e-commerce director, MU ASEAN, at Beiersdorf, has been in the e-commerce and FMCG industry for more than a decade. He is currently responsible for growing Beiersdorf’s online channel across South-East Asia by building and managing an e-commerce team of over 50 people across brands such as NIVEA, Eucerin and Hansaplast.

Before joining Beiersdorf, he honed his experience at well-established companies including The LEGO Group, P&G and L’Oréal. He was also recognised as one of Marketing Interactive’s Top 25 E-Commerce Leaders in 2022, a testament to his expertise and influence in the digital commerce space.

He graduated in engineering, after which he made a 180-degree turn and changed his career path. Like his career choice post-graduation, he believes it is this same boldness that makes any campaign today stand out, while authenticity is what makes consumers stay.