Former Alibaba executive Lester Cuneta joins Etaily as chief growth officer 

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Azunta Gaviola

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12 months ago

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Singapore – Etaily, a Philippine-based digital retail platform, has recently named Lester Cuneta as the company’s new chief growth officer

Cuneta, formerly chief process officer at Alibaba’s Synagie Group Asia and Europe, will be responsible for driving the company’s growth in Singapore and Malaysia markets. Part of his responsibilities also encompass harnessing Etaily’s growth and scalability in overseas markets.

Over the course of his career, Cuneta has held notable roles in the industry, including being a venture partner at Kaya Founders and head of e-commerce transformation at Unilever Philippines.

He has also served as the head of expansion and growth at Honestbee, category head for groceries at Lazada Group, and operations manager at HappyFresh.

Talking about the appointment, Alexander Friedhoff, founder and CEO of Etaily, said, “As a next-generation consumer products platform, we leverage technology, industry expertise, and strategic collaborations to ignite growth and launch brands beyond expectations.”

“When I got to know Lester through Kaya Founders, I immediately knew that he could be a superstar addition to Etaily’s next phase of growth,” he further added.

Celebrate the creativity and brilliance of advertising at the Advertising Awards Asia Pacific 2026! Happening this March in Singapore, we’ll be honouring the region’s most trailblazing advertising campaigns and visionary leaders— submit your entries today!
The NEXT Awards 2025 is here, and we’re seeking the most innovative marketing campaigns from Indonesiathe Philippines, Malaysia, Singapore and Asia Pacific. Submit your entry today and showcase your best work!
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Video Title Here: The Indonesian on-ground activation status

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Video Title Here: The Indonesian on-ground activation status

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos.