KUALA LUMPUR: Sedania Innovator Bhd
has appointed Darren Choy as the new chief executive officer of Sedania’s FMCG Group, effective Jan 16.
In a statement, Sedania said Choy has extensive experience as a transformative leader, with a stellar track record in top executive roles, including managing director (MD) of Warner Music Malaysia and Singapore, MD of Adidas Malaysia and Singapore, chief marketing officer of Lotus Racing F1 Team, and MD of EMI Music Malaysia.
Choy will lead Sedania’s FMCG Group and play a pivotal role in its next phase of growth, building on the solid foundation laid by Ng Hock Guan, who has stepped down due to personal commitments.
Sedania founder and managing director, Datuk Azrin Mohd Noor, expressed confidence in Choy's appointment, stating that the company has built a solid foundation focused on innovation, supply chain, and internal systems. With Choy at the helm, Sedania is ready to scale its global FMCG brands.
“Choy’s achievements as MD of Adidas Malaysia and Singapore – a global lifestyle brand that aligns perfectly with Offspring and Tanamera’s aspiration to become the top lifestyle choice for mothers, women and families worldwide.”
“What truly excites me, however, is Choy’s exceptional track record in the highly competitive music industry, most recently as MD of Warner Music. An industry defined by fierce competition, rapidly changing consumer preferences, and constant technological evolution, Choy excelled in navigating these challenges.”
“This track record gives me great confidence that his strategic foresight and marketing expertise will propel Sedania’s FMCG Group to new heights. With Choy leading us, I am confident that our FMCG brands will achieve unparalleled success and recognition on a much bigger scale. We’re on the verge of something extraordinary, and I’m eager to embark on this exciting journey with Choy at the forefront.”
