Having attended a number of conferences, this is by far the warmest..​

Said one of our previous attendee…

A marketing conference where you’ll take home – an opportunity, connection, lesson, or all of them. 

RM350 per pax (includes refreshments & community)

Event Deets

21st March 2024


9AM - 5PM

APW Bangsar

Brands supporting Underdog Con

What’s Underdog E-commerce Con?

Here’s our big hairy* promise…

When you attend Underdog E-commerce Con, you walk into a room… no, a space – filled with like-minded marketers & business owners ready to roll and do business.

Discover from case studies.

No hucksters sharing stuff they don’t even do. We curate and make sure speakers only share case studies.

High-quality crowd.

It’s weird to call a crowd ‘high-quality’. As if we have the right to grade people. But it’s true. The kind of people you’ll meet at Underdog Con is just different. It’s probably because they invested in themselves.

Go home better.

Everyone leaves with something – a business opportunity, connection, or lesson. We’ve seen partnerships and business deals formed out of the past Underdog Cons, and thought to ourselves – this is great!

*Why does it have to be hairy? ¯\_(ツ)_/¯

Introducing Underdog

E-Commerce Con


Discover what marketers do to grow their E-Commerce businesses. See the strategies they use, the tactics and discuss marketing.

And, network with some of the best marketers & founders in E-Commerce over great food. 

Leave better than when you stepped in

You’ll love every minute at Underdog Con. Come early to network, attend all talks and build meaningful relationships.

Our Sponsors

250 Attendees

No free tickets, ever! Not because we’re greedy capitalists – but because charging for the event brings the best kind of people. This small thing makes Underdog Con different. See who’s attending here.

8 Speakers

We ask speakers to share case studies and lessons. Stuff they have done. You’ll get the view behind their marketing strategies, metrics, numbers, what worked and what didn’t. 

7 Hours of Value

Attending a conference is one of the best ways to invest in yourself. We’ve experimented with different formats and found a 1-day conference gave participants the most value.

Event Partner

The only regret you’ll have is not attending…

We take every feedback we get seriously. You bet that Underdog E-Commerce Con (our 5th run) will be better. 

What we’ve learned.

It’s to create value for participants. That’s why we’re not interested in running super-HUGE events. It’s not about us. It’s about you – the participants. The lessons, connections, and opportunities you go home with.


Lunch & refreshments

Lunch will be provided, along with refreshments throughout the day. All this to keep you sharp and focused.

And of course – we’ve not forgotten you, our Muslim friends, who will be fasting. We’ll provide you with a takeaway meal, so you can break your fast after an eventful day.

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The Venue

APW @ Bangsar

29, Jalan Riong, Bangsar, 59100 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur (Google Map)

Who is speaking?

Meet the generous people willing to share their case studies and marketing strategies in an effort to help everyone grow.

Reuben Ch'ng

Reuben Ch'ng

Founder, Daily CMO

Helping marketers and businesses to grow.

He started his career as a musician, music producer then business owner when he started The Cat Studio.

Reuben started doing marketing for himself, learning through trial & error – before helping other businesses.

One of his earliest tactics to market his music school was to print and deliver flyers by hand. Over time, he began to do more advanced marketing.

When he was a music producer, he worked on various projects for brands like Ridsect and History Channel. Some of his work appeared in cinemas and broadcasts.

In 2016, Reuben joined MobileAds.com as a business development lead. Over a tenure of nearly 2 years, he helped the company secure 6-figure advertising campaigns with brands like Nandos, TNB Malaysia, and Proton, by knocking on doors. Those years built up his salesmanship.

Today, he mainly spends his time at Cat Insights, a digital marketing company he set up to help companies grow revenue.

As a teacher, he teaches marketing courses at LEAD and Spiccato and has trained companies like MediaPrima Digital, Heineken and Capitaland. Also as head of marketing, he lead marketing for LEAD.

Mike Chu

Mike Chu

CEO, PTT Outdoor

From solo kitchen startup To award-winning E-Commerce.

Highly passionate about e-commerce, digital marketing and the outdoors, Mike Chu has grown PTT Outdoor from a one person “kitchen table startup” into an award winning e-commerce company, notably championing the Ambank Bizrace 2019, the first ever e-commerce company to do so. As an avid outdoorian, he finds a lot of inspiration by being in nature and some of his well known projects includes the #ileavenotrace initiative, where part of the profits from the company goes back to tree replanting effort in Sabah.

His favourite quote in marketing is “It’s not about how much you spend on your marketing, it’s about how much you get back after spending that amount.”

Rachel Ang

Rachel Ang

Founder, Books n Bobs

Transitioned from corporate to online book sales.

In the bustling city of Kuala Lumpur, back in 2016, a passionate bookworm named Rachel Ang embarked on a bookish adventure. Armed with only a passion for reading and a selection of 100 books, she founded Books n Bobs.

The journey into bookselling wasn’t an easy path for Rachel. First of all, she has no experience nor any knowledge of bookselling. On top of that, having been unemployed for some time, she had very limited capital to buy stock and needed some income to pay bills quickly.

Little did she know that her humble endeavor would blossom into the largest online secondhand bookstore in the country.

Just like other bookworms and fellow book hoarders, Rachel struggled to buy all the books she wanted with her limited resources. Given the high price of new books, readers are less willing to try out new and unknown books/authors. Buying pre-loved books becomes the best solution and the way forward.

Rachel is also committed to giving pre-loved books a new life, passing them from one reader to another, allowing the books to be read and cherished over and over again. That is why Books n Bobs specializes in pre-loved books, which make up more than 90% of their stock.

Melvin Chee

Melvin Chee

CEO and Co-Founder, RPG Commerce

Creating DTC E-Commerce brands for global markets.

Melvin Chee is a highly successful entrepreneur renowned for his ability to create profitable and respected brands in e-commerce and retail. Beginning his journey in Melbourne, Australia, he launched his first business at 18 years old, which he later expanded and sold.

Melvin has since developed multiple multimillion-dollar brands across various e-commerce sectors. Returning to Kuala Lumpur, he founded RPG, a company focused on building, scaling, and managing a portfolio of brands. Through RPG, Melvin has collaborated with influential figures in Kuala Lumpur to cultivate new brands and enhance existing ones.

 Under Melvin’s guidance, RPG Commerce has grown its global presence to 40 markets, including significant regions like the US, Europe, UK, and Australia. The company has secured backing from prominent Southeast Asian venture capital firms, raising a total of $34.5M USD across two funding rounds.

Melvin’s success stems from his ability to take calculated risks supported by thorough research and analysis. His innovative strategies continue to drive success in brand building and consumer engagement. With a focus on creating the next generation of consumer brands, Melvin remains at the forefront of entrepreneurship, leveraging his visionary approach to scale successful ventures. RPG brands include Montigo, Cosmic Cookware, Thousand Miles and more.

Sasha Tan

Sasha Tan

Founder at Dear Hustlers, Ex-Favful

Brand builder, founder and strategic advisor.

Sasha Tan, a seasoned brand builder, has made a significant impact on the startup landscape, crafting ventures from inception that went on to exceed $400 million in brand value. 

Sasha has been at the forefront of brand positioning, currently serving as the Founder of Dear Hustlers. Leveraging a wealth of experience in building and coaching over 30 brands, Sasha channels expertise into helping founders strategically position their brands for efficient and sustainable scaling. 

With a prestigious background, including recognition in Forbes 30 under 30 and Prestige 40 under 40, Sasha brings unparalleled insights and a proven track record to the event, offering a deep understanding of the intricate relationship between brand dynamics and sales conversion.

Jared Chuah

Jared Chuah

Co-Founder, Nateskin.

From digital marketing specialist to grooming brand.

Selling ball shavers for a living

Jared Chuah’s entrepreneurial journey began in 2018 at UC Berkeley’s entrepreneurship programme in San Francisco. Surrounded by classmates who went on to become successful entrepreneurs, many of whom are now Forbes 30 under 30 alumni, Jared realised the potential for impact beyond traditional career paths.

Witnessing peers launch startups valued at millions fuelled his ambition to pursue entrepreneurship on a grander scale.

Embarking on a new chapter from his position as an Email Marketing Specialist at a leading digital marketing agency in Melbourne, Australia, Jared honed his digital marketing skills over three years.

Inspired by the success stories of his clients, young founders in their mid to late 20s, thriving in the e-commerce landscape, Jared founded Nateskin in November 2021.

Since its inception, Nateskin has made significant strides, achieving seven-figure sales within 13 months and being on track to reach eight-figure sales in its third year of business.

Jared’s vision for Nateskin is to establish it as the premier men’s personal grooming brand in Southeast Asia, with plans for regional expansion and diversification of product offerings to meet evolving consumer needs.


09.30 am – 10:00 am

Registration & networking

10:00 am – 10.15 am

Keynote: How is marketing different in E-Commerce?

Reuben Ch’ng, Daily CMO

10:15 am – 11:00 am

Marketing Deep Dive: Marketing Secrets of 9-Figure Revenue with RPG Commerce

Melvin Chee, RPG Commerce

11:00 am – 11.45 am

Presentation #2

Mike Chu, PTT Outdoor

11:45 am – 12:30 pm

Fireside Chat: What’s Working in Marketing Right Now

Wilson Goh, Salty Customs
Eyo Zhen Yi, Threebs.co

12:30 pm – 1.30 pm

Lunch break & networking 

1:30 pm – 2.15 pm

Presentation #4

Jared Chuah, Nateskin

2:15 pm – 3:00 pm

Presentation #5

Sasha Tan, Dear Hustlers, Ex-Favful

3:00 pm – 3.30 pm

Tea-time & break

3:30 pm – 4.15 pm

Presentation #6

Rachel Ang, Books n Bobs

4:15 pm – 5:00 pm

Advance SEO Strategies to Scale your E-Commerce business globally (with case studies)

April Cheong, Growth.Pro

5:00 pm – end


Get your spot

250 tickets only. Once it’s gone, it’s gone.

Early access ends in








Full access to the conference (10AM – 5PM)

8+ live speeches, panel discussions & Q&As.

Lunch will be provided.

Networking sessions.

Access to recordings, bonus content & online community.

We print your company name and logo on the event backdrop. (Sign up before: 10 March 2024)

Know, like, and trust.

What’s the point of setting up an online community when nobody uses it? That’s what we learned from the past 4 conferences.

This time, apart from the conference, we’ll be prompting & curating the online community. When you join, you’ll be asked (and reminded) to contribute to the online community.

Because who knows? You might just find your next big break in there.

Access to recordings

Access recordings from the conference – edited and published 7 days after the event. 

Networking access

Continue building relationships with key people on the platform and find opportunities.

Lifetime access

You’ll always have access to the recordings and community – for life.

Frequently Asked Questions

Will I be able to watch recordings?

Yes. We will record all speeches and content from the day.

However, from experience, not many people actually watch the recordings. That’s why this time round, we’ll curate and include additional content for the recordings. 

Recordings and bonus content will be added in the Circle – our community platform built on Discourse. Want just the recordings, you can buy the recording access here.

I bought a ticket, but I can’t make it now.

Oh no. We’ll miss you. 🙁

We don’t provide refunds once a ticket is sold, but you can pass your ticket to a friend, team member, or partner. Just inform us in advance. Drop a note to sri@dailycmo.net

How do I sponsor/exhibit at Underdog Con

Please email reuben@dailycmo.net

Refer to our sponsorship page for more details.

Can I speak?

Well, that depends if we like you or not. Jokes aside, we carefully select our speakers, usually for their intent to speak.

If you intend to ask people to run to the back and sign up for a course you created, this isn’t for you. 

Otherwise, drop an email to reuben@dailycmo.net

Will meals be provided?

Great food is what makes us Malaysians.

There will be refreshments served throughout the conference, and lunch will be provided. 

A Muslim who will be fasting? You’ll get a takeaway pack to bring home after the conference to buka puasa with.

What is the dress code?

It’ll be seriously cool if you turn up in a dinosaur suit. You’ll be memorable, funny and everyone will WANT to connect with you.

Anyway… smart casual works for Underdog Con. There’s no need to come in a suit. Leave that for the boring conferences. 

Still reading?
Here’s why we’re not into BIG conferences.

Ever been to a HUGE conference? The ones with 2,000 or more attendees.

9 out of 10 times, you probably felt a little out of place. People start hiding behind their suits and company logos. Everyone is stiff and reserved. Nobody is quite authentic.

That’s why Underdog Con focuses on a conference size (below 250 people) where everyone gets a chance to build meaningful, authentic relationships. Everyone is warm, open, and receptive.

It’s about quality, not quantity.