Assembly Appoints Chye Yi En as VP, Experience and Activation, Apac

​Assembly has appointed Chye Yi En as VP, experience and activation, APAC, a newly created role based in Singapore. Reporting to Richard Brosgill, CEO of Assembly APAC, Chye will lead the evolution of Assembly’s Experience & Activation practice across the region, bringing together creative, experience design, digital activation, and integrated delivery to build more connected brand experiences that drive brand performance.

In her new role, Chye will strengthen how Assembly plans and executes activation across channels, including advancing adoption of Assembly’s proprietary STAGE Experience Engine, and embedding AI-enabled approaches to improve speed, relevance, and measurable outcomes. Supported by the strength of Assembly’s global network, Chye will focus on capability-building across APAC through curated learning and development programs and partner workshops to ensure teams stay ahead of how marketing is being built and delivered.

Chye brings nearly two decades of experience across SaaS platforms, in-house marketing, and agency leadership, giving her a practical, end-to-end view of how teams align creativity, data, and technology to deliver work that performs. Her background positions her to help brands modernise activation - connecting strategy to execution in ways that are both ambitious and accountable.

“Chye joins at a pivotal moment as the market moves decisively toward brand performance,” said Richard Brosgill, Assembly APAC CEO. “She combines strategic consulting rigor with the practical leadership required to translate innovation into execution - helping clients simplify complexity, move faster, and unlock new growth. Chye is a builder at her core, and we’re excited for her to raise the bar for experience and activation across APAC.”

Chye added, “AI is expanding what’s possible in activation, making experiences more adaptive, personal, and commercially accountable. My focus is helping brands move beyond transactional engagement to create moments that resonate emotionally and deliver measurable impact. Assembly’s builder mentality, performance roots, and the flexibility of STAGE create a powerful platform for experimentation and scale. I’m excited to partner with our clients, and our global teams, to build what’s next.”

Chye’s appointment is effective immediately.