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Grab has announced a series of leadership appointments with five industry leaders joining to strengthen the brand’s advertising capabilities and strengthen the technology, product, marketing, partnership, and operational capabilities of its GrabAds offerings.
The appointments include Jennie Johnson as Head of Marketing for GrabAds; Kaia Lai as Head of Product for Search and Personalisation Technology; Christina Lin as Product Marketing Lead for Ads and Personalisation Technology; Kareen Mendoza as Regional Financial Services Partnership Lead, GrabAds, and Wong Yi Ling as Head of Sales Operations, GrabAds.
The appointments are in line with an announcement by the company in May, to increase the percentage of women in leadership roles as part of its annual Environment, Social and Governance (ESG) report.
Jennie Johnson, who brings 15 years of experience in marketing and communications, will be leading brand building and demand generation to accelerate growth as Head of Marketing for GrabAds. A veteran in the industry, she joins from adtech company The Trade Desk where she served as Senior Director of Marketing, Southeast Asia. Previously, she led marketing at artificial intelligence company Appier and held positions at Google.
Kaia Lai has been appointed Head of Product for Search and Personalisation Technology of Grab. She will lead company-wide efforts to build a unified search strategy and platform for Grab, deepening the superapp’s personalisation capabilities to delight end users. Lai was most recently Head of Product, Strategy, Marketing and Operations for Grab where she led the platform strategy and consumer app redesign that transformed Grab into a multi-service superapp.
Christina Lin will be responsible for driving adoption of GrabAds’ full-funnel advertising solutions as Product Marketing Lead for Ads and Personalisation Technology, and will work closely with product development to build solutions to help businesses of all sizes to harness the Grab ecosystem. Previously, she was with Facebook for a decade in the US, Singapore, and Japan, spearheading new business and product growth strategies.
Kareen Mendoza, Regional Financial Services Partnership Lead, will drive efforts to support financial services advertisers in harnessing the power of GrabAds to create meaningful engagements with high-value audiences. Mendoza previously led regional financial services brand partnerships at TikTok and sales of data services at audience measurement company Comscore.
Lastly, Wong Yi Ling has joined as Head of Sales Operations at Grab, where she will be responsible for driving sales operational efficiencies for the team and advertisers. She joins from Criteo where she led the sales transformation strategy and sales operations across Asia Pacific.
“I’m thrilled to welcome these leaders, who will be instrumental in furthering the GrabAds mission: helping merchants and advertisers build their brand while driving real-world sales impact using Southeast Asia’s leading superapp,” said Ken Mandel, Regional Managing Director and Head of GrabAds and Brand Insights.

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