Adapted the US branding to cater to Asian patrons and capitalised on the US celebrity-endorsed burger joint to position the venues as trendy and gourmet American-style diners.
Outcomes
2 Openings in 4 years
Awarded best burger diners in their city
Scope
Graphic Guidelines Roll-out
Advertising
Art Direction
Operations Marketing
Media Relations
Content & Storytelling
Social Media Strategy
Photography
The driving force behind YMM, Marc brings a rare blend of creativity, strategic and analytical thinking to his role as Chief Strategy & Operating Officer. With over 15 years of marketing, branding and product development experience across Europe, US and Asia, he is a master at connecting business needs with innovative solutions.
In his previous C-Level roles, Marc was instrumental in the launch of several lifestyle hospitality brands including the development of award-winning lifestyle brand Hotels G, the launch of Pullman’s flagship hotel, the revival of luxury brand The Strand in Myanmar, and the development of high-performance co-living hubs in Australia, amongst other. He has experience stretching across nearly every discipline within the marketing industry; developing, implementing, managing, and delivering projects that require not only a deep understanding of brands, businesses, and people but also of the team and culture required to deliver them.
Always on the hunt for our next exciting endeavor, Marc is a trusted advisor for our clients and spearheads our Agency efforts to welcome new brands to the YMM community. He has advised several of Asia Pacific’s leading hospitality and lifestyle Groups on their full marketing strategies, helping to transform their brands.
The epitome of a ‘cool dad’, as a father of two, Marc also instills his passion for design into his parenting, encouraging his daughters to flex their creative muscles and always be curious about the world around them.
CHARLES HAMELIN
Partner, Chief Creative Officer
An artist and dreamer at heart, Chief Creative Officer, Charles went to business school, and yet it wasn’t long before he strayed away from the more corporate side of things to pursue his love for the creative realm.
He is an extremely talented and kooky character with a genuine curiosity for all things art, a keen eye for graphic design and photography and a passion for branding. His entrepreneurial spirit and business acumen led him to start his own design studio, offering creative solutions to clients from all over the globe – including the USA, Europe & Asia Pacific.
He has helped shape YMM into what it is today with a mixture of creative flair, out-of-the-box ideas, and he leads the design team to deliver fit-for-market and aesthetically pleasing solutions for our clients. This business consciousness, combined with an innate people intuition and artistic sensibilities, give him a unique knack for developing high-impact branding solutions.
When he’s not doodling and coming up with ingenious branding ideas, you can find him jamming it out with his band or flashing around town with his vintage cameras.
CLARA REGRIGNY
Digital & Programmes Director
With over 10 years of experience in digital and hospitality marketing in both Europe and Asia, Clara’s strong suit is her extensive knowledge of all aspects of digital marketing including social media, online advertising, metasearch, affiliate and performance. Prior to joining YMM, Clara was leading the digital marketing transformation of GCP Hospitality and overseeing the hotel marketing operations of several properties in APAC.
Clara is passionate about the future of digital, and always looking for agile ways of working and improving effectiveness among the team. Her pragmatic ‘get stuff done and get results’ approach makes her a trusted advisor in all digital matters, with a swift ability to guide our clients through the minefield of options with one foot firmly in their world of business. She is all about about connecting the end customer with their aspirations by creating exceptional digital experiences.
As a true Frenchie, she is completely obsessed with (good) wine and cheese, and is on a never-ending quest to try out all the best restaurants in town.
Soraya Klemenz
Vice President Programmes
With a career spanning over 10 years of experience within the hospitality, education and culinary industries across Asia Pacific and the Middle East, Soraya’s expertise ranges from marketing, events management to public relations – with a passion for all things food and beverage. She goes out of her way to create exceptional experiences for our clients and their audiences, ensuring marketing strategies and programmes are effectively rolled out. Her innate ability to foster a culture helps our team members thrive, makes her an invaluable pillar of YMM.
Prior to her role as Vice President Programmes at YMM, Soraya honed her skills as Vice President Marketing and prior to that as Group F&B Marketing Director at GCP Hospitality and R&B Lab, where she grew and led the marketing strategies for over 30 venues in Asia Pacific.
As a third culture kid and the daughter of a veteran hotelier, Soraya grew up in over 10 countries (and more cities in between) with hotel corridors as her playground. This International background combined with her love of food and cocktails led her to run her own travel & food blog. As a foodie, in her spare time you might find her whipping up a feast for her friends, or out wining and dining at some of the hippest spots in town.
