Google Consolidates Singapore-Malaysia Ad Operations Under Ben King
The shift responds to SE Asia's quick embrace of generative AI tools, with 70% of the region's population now using the tech weekly.
Google has appointed Ben King to lead its newly consolidated Singapore-Malaysia cluster while expanding his oversight of the Southeast Asia Agency and Partner function across six markets, according to announcements from the company.
King will manage sales and operations for both Singapore and Malaysia, along with agency and partner teams across Thailand, the Philippines, Indonesia, Malaysia, Vietnam, and Singapore. The restructure aims to deploy AI-powered advertising solutions faster across the region.
The organizational shift responds to Southeast Asia's rapid embrace of generative AI tools, with 70% of the region's population now using these technologies weekly. Google projects its AI initiatives could deliver US$270 billion in economic impact across Southeast Asia.
King's expanded role consolidates previously separate market operations to create what he describes as improved "focus and speed to market" through harmonized approaches across Southeast Asia and South Asia Frontier markets.
The now-unified team will work with media companies, content creators, and tech platforms to coordinate ad strategies.
Before this appointment, King served as Managing Director at Google Singapore, where he oversaw Asia-Pacific agency relationships and led initiatives in digital skills training, small business digitization, and sustainability programs. His previous responsibilities included advising clients across retail banking, fintech, e-commerce, and consumer goods sectors.
Leighton Cosseboom
Early Results Show Performance Gains
The timing aligns with demonstrated results from Google's AI advertising tools in the consolidated markets. Shopee ran a five-week campaign using AI Max for Search in Singapore and Malaysia that increased conversions by 100% while boosting return on investment by 49%.
Google has also launched its YouTube Creator Partnerships Hub in Singapore and Indonesia, using AI to streamline how brands discover and work with content creators. The platform combines audience data with partnership metrics to reduce manual research time.
The company plans to introduce Ads in AI Overviews across the Philippines, Malaysia, Singapore, and Indonesia in 2025, targeting consumer searches that indicate purchase intent.
Leadership Realignment Continues
King's appointment is part of broader organizational changes in Google's regional structure. Jason Tedjasukmana, who led corporate communications for Southeast Asia and South Asia Frontier, stepped down in October.
In the Philippines, Google named Prep Palacios as Country Manager, reporting to Sapna Chadha, Vice President for Southeast Asia and South Asia Frontier. Palacios will oversee Google's advertising portfolio as video commerce grows in the Philippine digital economy.
The consolidated structure positions King's team to coordinate cross-border campaigns and media buying efficiency across the six Southeast Asian markets, while deploying region-specific tools like the creator hub where local conditions warrant customized approaches.
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