Assembly has appointed Yi En Chye as Vice President, Experience & Activation, APAC. The newly created role is based in Singapore and reports to Richard Brosgill, CEO of Assembly APAC.
Chye will lead the evolution of Assembly’s Experience & Activation practice across the region, combining creative, experience design, digital activation, and integrated delivery to develop more connected brand experiences focused on driving brand performance.
Her responsibilities will include enhancing how Assembly plans and executes activation across channels. This includes advancing the use of Assembly’s proprietary STAGE Experience Engine and integrating AI-enabled methods to improve speed, relevance, and measurable outcomes. Chye will also focus on capability-building throughout the APAC region through curated learning and development programs and partner workshops.
Chye brings nearly 20 years of experience across SaaS platforms, in-house marketing, and agency leadership. Her background provides an end-to-end perspective on aligning creativity, data, and technology to deliver performance-driven work. Assembly said her experience positions her to help brands modernize activation by linking strategy to execution in accountable ways.
“Chye joins at a pivotal moment as the market moves decisively toward brand performance,” said Brosgill.
“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.”
