CEO Insights Magazine

In a rapidly evolving world, where technology influences not only how we navigate our surroundings but also how we approach health, work, and leisure, the role of leadership in shaping meaningful connections between people and innovation has never been more crucial. The journey from concept to lifestyle essential is rarely straightforward. It demands vision, strategic insight, and a deep understanding of human behavior. In markets where consumers are discerning and lifestyles increasingly dynamic, creating products that resonate requires more than innovation, it demands authenticity, trust, and a commitment to enhancing everyday life.

Guiding this transformation in Thailand is Missy Yang, whose career trajectory mirrors the evolution of wearable technology across Asia. Since 2017, Missy has steered Garmin’s marketing communications across the region, helping the brand move from niche recognition to a household name synonymous with wellness, adventure, and lifestyle integration. In 2024, she assumed the role of Country Manager for Garmin Thailand, bringing her strategic acumen and deep regional experience to a market poised for growth and innovation.

Over the years, Missy has been instrumental in expanding Garmin’s reach beyond GPS navigation and core sports enthusiasts to a diverse audience encompassing runners, cyclists, outdoor adventurers, wellness seekers, and professionals striving to balance health with work. Her leadership philosophy is rooted in the belief that product always comes first and that authenticity is non-negotiable. Under Missy’s guidance, Garmin Thailand is not just offering devices. It is creating experiences, fostering communities, and helping people embrace healthier, more connected lifestyles in a world driven by innovation. Let’s read.

As Country Manager, how do you attract new customers in the market and nurture lasting relationships with them?

I approach growth in Thailand through three interconnected areas: sales, marketing, and service. On the sales front, we reach diverse customer groups through multiple channels. Garmin Brand Stores cater to loyal users, consumer electronics outlets engage tech enthusiasts, and sports specialty stores target specific athletes, while online platforms help maximize outreach. On the B2B side, Garmin Health collaborates with insurance companies, wellness centers, fitness science institutions, and medical researchers, offering API solutions that integrate real-time health data into their digital services, creating a connected ecosystem. Marketing is built on authenticity and community, with users serving as ambassadors who share genuine experiences of how Garmin improves their lives. Programs like Garmin Run Club and Cycling Club provide science backed training and foster trust while helping users achieve their goals safely. Equally important is service; robust after-sales support, including local call centers, door-to-door pick-ups, extended warranties, and video troubleshooting, strengthens loyalty and cultivates advocacy, translating into lasting customer relationships.

How do you develop a brand strategy that enhances both brand awareness and brand equity with your customers?

For me, a brand strategy must be grounded in authenticity. At Garmin, we are not just selling devices; we are creating a lifestyle ecosystem that encourages healthier, more adventurous, and mindful living. We build awareness by engaging with communities where passions thrive, such as running clubs, cycling teams, and wellness forums. Brand equity comes from consistently delivering on our promises, so that performance, reliability, and safety are synonymous with Garmin. This strategy is firmly supported by our strong product capabilities, including long battery life, precise data accuracy, and advanced analytical insights, which earn trust and create lasting value in the market.

How do you keep track of the latest market trends and ensure you stay current?

I believe staying ahead starts with listening before leading. I remain closely connected to our communities, paying attention to customers, athletes, influencers, and partners. Adopting a global-local mindset helps as well; while Asia has unique cultural trends, I constantly exchange insights with global teams to adapt broader shifts effectively for local markets. This approach keeps us agile and relevant while staying true to our brand’s essence. Equally important, we are passionate users ourselves. I personally run, dive, cycle, hike, and practice Pilates, and many colleagues and engineers actively engage in sports. This passion allows us to understand the market deeply and develop solutions that anticipate user needs even before they are expressed.

Can you describe your leadership approach and the principles or methodologies you follow as a leader?

My leadership approach is adaptive. Managing across multiple countries requires adjusting my style to fit the cultural context and the specific stage of each initiative. What remains constant are my core principles: I lead by example, demonstrating that a leader should be able to contribute directly, not just give instructions. I listen attentively, provide clear direction, and simultaneously create space for my team to share ideas and learn from mistakes, as growth comes through experience. This balance of clarity, empathy, and flexibility keeps the team motivated, engaged, and aligned across diverse markets.

What vision or roadmap have you set for your future journey?

Looking ahead, I plan to leverage my international and cross-functional experience to drive brand growth through strategies that align global direction with local relevance. I aim to deliver measurable results and foster sustainable ecosystems that anticipate future customer demands and market shifts.  

Missy Yang, Country Manager, Garmin

Missy Yang has led Garmin’s marketing communications strategy across Asia since 2017 and currently serves as Country Manager for Garmin Thailand. With a strong foundation in marketing and business strategy, she has doubled brand awareness across Asia and driven over 30 percent revenue growth in Thailand within two years.