Chern Yen Chin

Chern Yen Chin is an experienced professional with a strong background in brand management and category management across various industries, including consumer goods and energy. From August 2012 to February 2014, Chern served as Brand Manager for Chocolates at Mars, focusing on market strategy in South East Asia. Subsequent roles included Product Executive at L'Oreal Malaysia and Shell V-Power Brand Manager, where Chern managed brand building during significant industry shifts. As a Senior Digital Transformation Manager at Shell from October 2021 to January 2024, Chern championed digital business model innovation. Previous achievements also include significant growth in food and coffee categories at Shell, the establishment of Shell Select in Singapore, and a notable increase in market penetration for Rexona and Lifebuoy at Unilever Malaysia. Chern holds a Bachelor of Commerce in Marketing and Management from Curtin University of Technology and completed a Marketing Leadership Masterclass in 2022.