KUALA LUMPUR: Napex Marketing Sdn Bhd, the distributor of the locally brewed Jaz Beer, has appointed Bryan Lee, a veteran in the fast-moving consumer goods (FMCG) and electronics sectors, as its new chief executive officer (CEO) with effect from October 2009.

In a statement today, Napex said Lee had 23 years' experience in the FMCG and electronics sectors with various multi-national corporations (MNCs) in Malaysia and the region, covering Singapore, Vietnam, Indonesia, Cambodia, India and the Middle East.

Until recently, he was corporate marketing director for Samsung Malaysia Electronics. Prior to that, Lee had also gained extensive regional experience with food company Lee Kum Kee Asia, as its head of marketing for South Asia.

Napex said Lee was also channel development and merchandising manager with British American Tobacco (Malaysia) Bhd (BAT), where he contributed to changing industry norms when he pioneered the revolutionary HORECA regional strategy.

It said the HORECA strategy, an acronym for hotel restaurant cafe/canteen/caterer, succeeded in engaging consumers and business partners at the entertainment channel, the main platform for dialogue marketing and brand image transfer.

Jaz Beer, introduced to the local market in 2007, is brewed by Napex, the country's third brewery group, using the latest brewing technology and ingredients imported from Germany.