Cleef Chong
Head of Planning
GOVT VCCP
Cleef’s approach to brand planning is rooted in the belief that effective work happens at the intersection of cultural nuance and measurable business impact. With over a decade of experience across global and APAC markets, he has focused on navigating complex brand transformations, ranging from premiumisation shifts to evolving legacy brands into social-first thinkers.
His experience covers global strategy for Unilever brands such as CLEAR, TRESemmé, Sunlight, and Pepsodent, alongside Pringles across the AMEA region. This global perspective is complemented by his work in the public sector for the CPF Board and the Republic of Singapore Navy, notably on the “It’s not crazy. It’s the Navy” recruitment campaign.