Alaric Sng has been promoted to Director, Global Marketing at Shake Shack. Based in the Asia regional support centre in Hong Kong, he manages the brand’s licenced business across Mainland China, Southeast Asia, and select new markets, working with local partners to drive new market openings, strategic partnerships, and brand collaborations.
Alaric first joined Shake Shack in 2022 to manage the company's brand marketing strategy, including brand communications, partnerships, and PR, across Mainland China, Hong Kong, and Macau. He later shifted his focus to a global remit, most recently serving as Senior Manager, Global Marketing.
With 14 years of experience, Alaric has previous experience working in-house and agency-side with companies such as Shangri-La Group and Digitas Hong Kong.