Cheryl is part of the early founding team at Grab. She leads marketing and sustainability for the group, covering all of Grab's business verticals including mobility, deliveries, financial services and enterprise. She oversees Grab’s marketing efforts across the region, leading a team of over 500 across Southeast Asia. As the Group VP of Marketing and the Founding CMO, she shapes the strategy behind the company’s brand and reputation and leads teams across the end-to-end sphere of marketing, covering user acquisition and demand growth, advertising and promotions, branding and social, public and corporate reputation, marketing research and insights. She also leads sustainability and social impact at Grab and believes in building inclusive capitalism to solve problems of poverty and climate change. She is currently a Board Member of Malaysia Aviation Group, Malaysia Airlines Berhad and Good Doctor. She is a Global Executive Committee of World Federation of Advertisers (WFA) and is also a committee member of Tengah Island Conservation and a 2021 Acumen fellow.