EternityX operates at the nexus of East-West marketing transformation, delivering AI-powered precision marketing to help global brands connect with Chinese audiences domestically and abroad. The latest appointments signal EternityX’s commitment to scaling its operating model through market-led leadership and executional agility.
Charlene Ree, CEO of EternityX, said, “This is more than geographic expansion, it’s a strategic scale-up of our leadership capability to unlock the next phase of growth. We’re investing in market-makers who bring deep local knowledge and regional vision, empowering them to lead with precision and purpose. As global brands navigate the growing complexity of the China opportunity, EternityX provides the clarity, tools, and talent to help them succeed. Our strengthened leadership footprint gives us the on-the-ground firepower to activate campaigns with speed, align with enterprise goals, and deliver results across borders. This is how EternityX scales – by transforming complexity into competitive advantage.”
Southeast Asia and China are converging as high-impact zones for brands targeting the Chinese consumer segment. EternityX is aligning its corporate growth strategy with macro shifts in mobility, retail, and digital engagement:
Malaysia presents dual momentum: a sizable Chinese diaspora (23.4% of population) and a sharp rebound in tourism, with 3.8 million Chinese visitors in 2024—a 129% YoY increase*. Localised expertise will be critical to unlocking brand conversions.
Thailand is reactivating its inbound growth engine through permanent visa-free travel, government-led influencer campaigns*, and targeted roadshows – creating fertile ground for EMT’s traveller-centric marketing approach.
Guangzhou and Shanghai anchor EMT’s innovation agenda, with Guangzhou driving AI and product development, and Shanghai offering a testbed for global-to-China thought leadership and media strategy.
EternityX’s regional growth is driven by a dynamic leadership team, with senior appointments and seasoned experts in Southeast Asia and China, each bringing proven expertise in digital transformation, business scaling, and cross-market leadership.
With over 20 years of industry experience, Meera scaled Aleph’s Malaysian business from the ground up into a strong 14-member team, forging successful partnerships, including with X, and establishing deep client trust across luxury beauty, fashion, automotive, personal care, entertainment,t to jewelry. As a founding member of the Malaysia Digital Association and a prominent speaker at events like the 2019 Digital Influencers Convention, her leadership drives EternityX’s engagement with Malaysia’s influential Chinese diaspora and investors through AI-driven solutions.
“Malaysia is uniquely positioned for cross-border commerce. The Chinese tourist surge—projected to reach 5 million by 2025—demands culturally nuanced, AI-powered campaigns. EternityX is primed to deliver that value,” Meera said.
Thresa Thian, Executive Director, Malaysia – A dynamic and accomplished leader with over 20 years of expertise in digital media, social listening, and strategic partnerships. Renowned for spearheading high-impact regional initiatives and driving sustainable growth, she brings a commanding presence and deep industry insight. With her leadership, EternityX Malaysia is set to reach new heights.
“Super excited to launch EternityX in Malaysia! Chinese media marketing isn’t just about visibility – it helps bridge cultural gaps, grow businesses, and create campaigns that really connect with Malaysia’s diverse audience. At EternityX, we make sure brands reach the right people with the right message using data-driven insights and top Chinese platforms.”
Valerie Tan, Senior Client Growth Manager, Malaysia – leads agency and planner servicing with a focus on empowering brands to leverage Chinese platforms. With extensive experience supporting both SMBs and top-tier clients at Meta and X (formerly Twitter), Valerie brings a deep understanding of diverse client needs and market dynamics.
Chalida Raksanaves, Business Development Director, Thailand – With over a decade of strategic advertising experience and a sharp ability to bridge Eastern and Western media landscapes, she crafts customized, performance-driven campaigns across top platforms—helping iconic brands like Suntory, King Power Duty Free, Nestlé and ICONSIAM to build meaningful connections with their audiences.
Nitiwat Jiraphatthasiri, Senior Business Development Manager, Thailand – With over 10 years of experience across traditional and digital media, Nitiwat specializes in full-funnel strategies and behavioral targeting. He has worked with leading Thai brands and agencies across sectors like FMCG, retail, and finance. At EternityX, he focuses on driving localized, data-led campaigns that deliver real business impact.
A veteran of marketing science, Simon Zhong has led strategies for BMW, Burberry, and Nestlé, co-developed Tencent’s consumer journey analysis framework, and built China’s first Ecosystem Planner. His mandate at EMT: elevate PilotX, the firm’s proprietary AI platform, into a category-defining solution.
“AI is table stakes—insight-led transformation is the differentiator. At EternityX, we’re building tools that give brands clarity, control, and a competitive edge across the China opportunity,” Simon shared.
The new appointments are supported by a regional bench of experienced operators who bring sectoral depth and execution strength:
Celin Chen, Deputy GM, Shanghai – A hybrid strategist-operator with 12+ years spanning Sony, Friso, and Dentsu China, Celin drives GTM excellence and commercial results in one of Asia’s most competitive digital hubs.
Deric Wong, Chief Business Officer, Global, added, “I’m thrilled to welcome Meera and Simon to the EternityX leadership team – they bring the strategic depth and operational excellence we need to unlock new growth across Southeast Asia and China. We’re not just opening doors for global brands to reach Chinese audiences – we’re already walking them through, with strategy, speed, and results. With Thresa and Valerie strengthening client relationships and planner servicing in Malaysia, Chalida and Nitiwat shaping cross-border opportunities in Thailand, and Celin driving executional excellence in Shanghai, we have built a leadership bench with the expertise and agility to meet the moment and lead our clients into the next chapter of growth.”
