Shopper marketing consultancy Behaviorally has continued their expansion in Asia with the launch of a new hub in Manila, Philippines. Joy Abella-Yu joins as Vice President to service clients in the region from the new hub.
Behaviorally applies a digital-first approach to shopper research, a unique behavioral framework, state of the art AI technology and decades of category expertise to define and diagnose the factors that influence consumer behavior and drive shopper growth at both the digital and physical shelf.
Previously before joining Behaviorally, Abella-Yu held leadership roles at numerous research agencies as well as client companies including Kantar, Johnson & Johnson, The Hershey Company, Procter & Gamble, and more. She has over 15 years of market and consumer insights experience having worked throughout Southeast Asia and in the US. Abella-Yu is joined by Director, Kat Lim, servicing brands in the region.
Behaviorally’s Group President, Crispin Beale, said of Abella-Yu’s joining, “We are so pleased to welcome Joy to our rapidly growing Asia team. Her extensive experience helping FMCG companies in and outside of Asia shape their go-to-market and retail strategies, and develop successful innovations, plus her knowledge of media and digital trends make her the perfect fit for helping us implement our strategic vision in this region and guide our customers to success.”