Edelman has appointed Melvin Goo as Chief Operating Officer for its operations in Indonesia. The appointment will see Melvin drive the next chapter of the firm’s growth in Indonesia. In his previous role, Goo was the Marketing Director at Tech start-up Cashbac, driving both its revenue and reputation mandates. Melvin has 16 years’ experience having worked at PR and Media agencies in Jakarta, Hong Kong, Shanghai and Beijing. As COO of Edelman Indonesia, Goo will report to Edelman’s Southeast Asia CEO Adrian Warr.

Commenting on the appointment, Adrian Warr, Edelman’s CEO for Southeast Asia, says: “Melvin’s going to be a game-changer for us.  His experience is multi-country, multi-category and multi-faceted, who better to steer our ever-growing business operations here in Indonesia. Having worked on both sides of the Client-Agency spectrum Melvin is also the perfect person to advance our unique approach to Earned-Paid-Owned with our client partners. I’m over the moon to have him onboard and confident that under his leadership we will fortify our market position and excel as trusted advisors to all our client partners.”

Sharing his excitement for his new role, Goo says: “I’ve been admiring the transformation that has been underway at Edelman Indonesia from a distance. Given its pedigree and its proven track record I’m extremely confident of the value we can achieve for our client partners, especially in these uncertain times. I really look forward to leveraging the company’s unique ability to combine and leverage the best of both Brand Marketing and Brand Reputation.”