Casetify bolsters team with hiring of Kelx Hui as brand director

Casetify has appointed Kelx Hui as brand director of marketing and product innovation.

Hui started his latest position at Casetify in August, according to his LinkedIn account. Before that, he worked for VF Corporation as senior brand manager, urban exploration, The North Face Asia Pacific from August 2018 to June 2021. He also worked in the same company as regional brand manager for Timberland Asia Pacific.

Apart from working for brands, he also worked with the agency MSL Group from 2008 and 2013. In his last position at MSL Group, he was a consultant and specialised in consumer marketing and digital communications. He operated and managed accounts including New Balance Asia Pacific, New Balance Hong Kong, Manfrotto and Kraft Foods.

Hui positions himself as a seasoned brand marketer with more than 10 years of experience in regional brand strategy and marketing for APAC, covering a wide spectrum of scope including brand management, integrated marketing communication, consumer insights, strategic partnerships, creative content, public relations, digital and social media marketing, as well as retail brand experience. He also boasts experience in the fashion retail industry, having served different apparel and footwear brands including The North Face, Timberland and New Balance. A lifestyle fashion enthusiast, Hui said he is passionate about reviving old brands, bringing them back to life for the new consumers through immersive consumer experiences and concept stores.

MARKETING-INTERACTIVE has reached out to Casetify for more details of the Hui's appointment. 

Meanwhile, last week after Apple's keynote, global lifestyle brand CASETiFY also announced an innovative collection of sustainable, upcycled protection for iPhone 13, iPhone 13 Mini, iPhone 13 Pro and iPhone 13 Pro Max. The new collection features reliable coverage customers know and love, with products now made from a higher composition of recycled and plant-based materials.

Bumping up the protection and design of its hero products, CASETiFY's collection for the iPhone 13 series integrates new materials and innovation, creating a more sustainable lineup than ever before. Customers can shop best-selling Impact Cases made from a proprietary blend of plant-based bioplastic, now constructed from 65% sustainable material by weight.

In June, C Ventures made an eight-figure US dollar investment into the brand which has been around since 2011. With the investment, C Ventures has almost 10% of stake in Casetify. According to a Forbes article, with the investment the brand will be opening more retail stores globally.