Keng Zhing Ng

Margin Lab exists because the same question kept showing up in every P&L Keng was handed, whether the revenue was in pounds, ringgit or subscribers: growth was real, but margin kept leaking out somewhere between the price list and the bottom line.

London: Reckitt Benckiser, global ecommerce and pricing

After training as a strategy consultant at Ernst & Young and an audit associate at Deloitte, Keng spent eight years at Reckitt Benckiser building out its global ecommerce and revenue growth management function. He ran Go To Market and Route To Market strategy for RB's top ten markets, then took direct P&L ownership as Ecommerce Director for Europe, Turkey and ANZ — 16 markets, £51M in managed P&L, and a mandate to integrate the newly-acquired Mead Johnson portfolio online. A stint running RB's global marketplace and pureplayer business followed, growing that book 185% in a single year.

Consumer brands at scale: Mars Wrigley and Stanley Black & Decker

At Mars Wrigley Confectionery UK, Keng built the ecommerce function from the ground up, growing it to £62M in 2018 while adding over 500 basis points of accretive margin — proof that digital growth and margin discipline are not a trade-off. A return to RB took him to Jakarta to unlock online-to-offline distribution for 3.5 million Indonesian small shops, before he moved to Stanley Black & Decker as Regional Ecommerce Director for East Asia and India, a $100M P&L across ten markets that grew 105% year on year under his team of 35.

KSK Land: where Margin Lab began

As Chief Commercial Officer of KSK Land, Keng led sales and marketing for 8 Conlay, the RM5.4 billion Kempinski-serviced branded residences in Kuala Lumpur's Golden Triangle — restructuring pricing and promotions to deliver both a positive net margin swing and a faster rate of sale, and growing sales 105% year on year. The work was recognised in 2024 when CEOInsights Asia named him one of Malaysia's Top 10 Chief Commercial Officers. It is also, directly, where Margin Lab was born: the price, volume and mix decomposition the tool runs today is the same discipline Keng built by hand for 8 Conlay's pricing committee.

CelcomDigi and OCR Group: pricing analytics at national scale

Reporting directly to the CEO in CelcomDigi's Performance Enhancement unit, Keng used pricing value analytics, consumer research and mystery shopping to redesign prepaid and postpaid product pricing — a change that touched 20 million subscribers on 1 October 2024. He now serves as Chief Marketing Officer of OCR Group Berhad (KLSE: OCR), leading sales and marketing across a MYR263M GDV project portfolio including Kyra, The Mate, Stellar Damansara and Isola KLCC.

Why Margin Lab

Every one of those roles ended up answering the same question by hand: where, exactly, is the margin going. Margin Lab packages that diagnostic — the margin bridge, the cost gaps, the revenue split — into a two-minute upload, so any owner-run business can see what used to take a strategy team weeks to build.