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. 

Event Deets

21st March 2024


9AM - 5PM

APW Bangsar

Missed this amazing event?

Buy access to the recordings to watch the conference online or subscribe to our newsletter to be informed about the next conference.

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.

Eyo Zhen Yi

Eyo Zhen Yi

Managing Director, Threebs Malaysia

Analytics head to grooming brand entrepreneur.

Prior to joining Threebs.co, Eyo was the Country Manager for Artefact Singapore & Malaysia. Eyo was the Head of Analytics & Technology and also led the consulting division at Dentsu Aegis Network.

For experiences in consumer products, he has consulted with Watsons, Abbott, Sanofi & Samsung in the APAC region. He is also a member/representative at French Chamber of Commerce and EUMCCI.

Eyo holds a LLB from University of Sheffield and M.Finance from LSE, United Kingdom

Wilson Goh

Wilson Goh

Managing Director of Saltycustoms

From the events industry to managing director at SaltyCustoms

My journey from a decade in the events industry to Saltycustoms has been both challenging and rewarding. I’ve learnt that a business without planning is like fixing an IKEA furniture without a manual (disaster in the making) and doubling annual revenue through consistent growth over five years is not possible without a solid team and strong business fundamentals.

Coming from an accounting background, I believed profits always comes first. A stint in pioneering a ready-to-cook meal-kit business in Malaysia obliterated that belief. I find myself convicted that a business should solve a real problem first and profits will follow.

At Saltycustoms, I was excited by the prospect of being able to build such a business with King, our CEO. His knack for building an awesome culture and leading with values really got me. Together, we don’t just seek to solve real problems, form strategic partnerships, but make a tangible impact in the lives of our stakeholders. Or at the very least, help people make some really cool merch.

Being trained in sales, I enjoy helping people make informed decisions when buying. When not in office, you can find me in the great outdoors, camping out somewhere with friends and family.

Kate Sarginson

Kate Sarginson

Brand Strategiest + Community Builder

Branding extraordinaire and avid community builder

Kate is the Founder of On the Rise, a vibrant, supportive and empowering community of
boasting over 200 female founders and women in business. The community champions its
members, guiding them towards growth, fulfilment, and impact through a comprehensive
and curated program of events and community initiatives.

In parallel, she is the Founder of Studio Three Quills, supporting conscious and ambitious
founders who are on a mission to do good, enabling them to reach their full potential through intentional and impactful brand strategy and brand design.

Kate has been in Malaysia for over 17 years, and has worked across branding, marketing and
partnerships with a host of businesses from home-brown global brands such as AirAsia, to
wellness start-ups like Welltodo. She believes we all go further together, and is passionate
about bringing the best out in people and connecting positive individuals with powerful

Beyond the professional realm, Kate channels her passion into all things wellness,
advocating for body movement that brings us joy. For Kate, this could be a walk, yoga, the
intensity of a HIIT class, or a fun game of padel.

Yienyee Soh

Yienyee Soh

Chief Relationship Officer at EasyStore

Championing the future of E-Commerce by integrating online and offline retail experiences.

Former co-founder of AVANA and now Chief Relationship Officer at EasyStore, Yienyee has been a transformative figure in e-commerce and digital business in Malaysia. She is known for fostering strategic collaborations and possesses a comprehensive understanding of the digital commerce landscape. Yienyee champions the belief that the future of e-commerce lies in creating symbiotic business relationships and seamlessly integrating online and offline retail experiences.

A graduate of HELP University College, Malaysia, with a Bachelor’s in Psychology, Yienyee’s educational background has profoundly influenced her approach to digital commerce. Her studies in psychology sparked a deep curiosity about human behavior, motivations, and interactions, which she has adeptly applied to develop a more engaging and effective online shopping experience. 

Yienyee’s journey into the digital commerce world began with ‘A Shopaholic’s Den’, a pioneering blogshop aggregator in Malaysia. This platform predated the widespread use of e-commerce enablers and social media feeds for business, offering her firsthand insights into the daily challenges faced by online merchants. This experience laid the groundwork for her profound understanding of the digital commerce landscape and fueled her passion for devising empathetic and innovative solutions.

Now leveraging her extensive experience at EasyStore, Yienyee continues to drive strategic partnerships and innovate within the digital commerce space. Her commitment to helping SMEs embrace unified commerce underscores her approach to blending e-commerce with physical retail. This vision acknowledges the evolving shopping habits of consumers, ensuring businesses can build sustainable models that foster genuine connections with their customers and thrive in the digital age.

April Cheong

April Cheong

SEO Strategist & Co-Founder Growth.pro

Spearheading SEO growth for clients.

April Cheong is a seasoned SEO Strategist at Growth.Pro with a unique blend of technical expertise and marketing acumen. Prior to his current role, April honed his skills as a Product Manager, leading mobile ad server development and managing client relationships. This experience allows him to approach SEO with a holistic understanding of user journeys and business goals.

As a Lead SEO Strategist, April spearheads SEO initiatives for clients, driving improvements in website traffic and rankings. He excels at conducting SEO audits, keyword research, and data analysis to develop results-oriented strategies.  He also mentors junior strategists, ensuring a consistently high standard of client service.

April’s background extends beyond marketing. He possesses a good foundation in full-stack development, including web development, server infrastructure, and website architecture, allowing him to conduct in-depth technical SEO audits and collaborate seamlessly with any stakeholders. This technical skillset, combined with his passion for data analysis and process automation, fuels his ability to deliver impactful SEO solutions.


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

The Bootstrapper’s Blueprint: How We Turned PTT Outdoor into a 7-Figure Business

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
Yienyee Soh, EasyStore.co
Kate Sarginson, On The Rise

12:30 pm – 1.30 pm

Lunch break & networking 

1:30 pm – 2.15 pm

A Framework to 8 Figures: Leveraging 42% Revenue Through Email Marketing in Ecommerce

Jared Chuah, Nateskin

2:15 pm – 3:00 pm

Pitfalls That Prevents your Brand from Becoming a 9-Figure Business

Sasha Tan, Dear Hustlers, Ex-Favful

3:00 pm – 3.30 pm

Tea-time & break

3:30 pm – 4.15 pm

The Story (And Marketing Strategy) Behind Launching an Online Bookstore

Rachel Ang, Books n Bobs

4:15 pm – 5:00 pm

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

April Cheong, Growth.Pro

5:00 pm – end


Get your spot

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

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.

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.

Recordings and bonus content will be added to the Circle – our community platform built on Discourse.

Buy the recording access here, and you’ll be added to our community to gain permanent access to the speaker recordings, slides, and bonus content.

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.