Abella-Yu (pictured) will be based at the Manila hub and will work alongside director Kat Lim to work with clients in the region.

Before joining Behaviorally, Abella-Yu worked at companies including Kantar, Johnson & Johnson, Hershey Company and Proctor & Gamble.

The Manila hub follows recent office openings by Behaviorally in countries including Switzerland, Australia, the US, France and Germany.

Crispin Beale, group president at Behaviorally, said: “We are so pleased to welcome Joy to our rapidly growing Asia team.

“Her extensive experience helping fast-moving consumer goods companies in and outside of Asia shape their go-to-market and retail strategies, and develop successful innovations, plus her knowledge of media and digital trends make her the perfect fit for helping us implement our strategic vision in this region and guide our customers to success.”