Cake Group rounds out C-Suite with appointment of new CMO; internal promotions to CPO and CHRO

Aug 28, 2023

28 August 2023, SingaporeCake Group (“Cake”), one of the fastest growing digital assets innovators, has announced that it has completed its executive leadership team with the appointment of a new Chief Marketing Officer (CMO) and the internal promotions of two individuals to Chief Product Officer (CPO) and Chief Human Resources Officer (CHRO).

Industry veteran Samuel Christian has moved into the position of CMO at Cake. Christian will be responsible for ensuring that Cake’s products and services become the first choice for Web3 blockchain and crypto, including onboarding the next 10 million customers to its retail app, Bake. This will include bringing new products and services to fruition, supporting geographic expansion, and scaling up growth efforts to engage with new audiences.

Christian enters the position of CMO at Cake after helming the role of CMO at the Animoca Brands-backed web3 financial superapp hi, which notably brought the world's first fiat-crypto NFT Debit Card to market via a strategic partnership with Mastercard. Prior to that, Christian occupied Directorial positions within the IPG group of agencies, where he served as Business Director for the Hong Kong outfit of digital marketing agency MullenLowe. He also co-founded and created a mobile applications startup called Evertale, which was backed in two rounds by Skype’s first investors, Mangrove Capital Partners.

“The scope for growth at Cake is boundless. With four distinct business verticals and their corresponding product roadmaps, visionary leadership, and exceptional talent - I am confident that we will surpass our goals as we move into the next cycle of crypto growth. Together, we will work towards fulfilling the company’s mission of advancing blockchain for the benefit of humanity, thereby making a lasting impact in the world of decentralized finance,” said Samuel Christian, CMO of Cake. “Being at Cake already feels like home and I’m excited to be back in Singapore and reconnecting with friends and partners in the industry.”

Cake has made two other C-Suite appointments, naming Ying Zhong Ng as CPO and Joana Liew as CHRO.

Ng currently steers the key product verticals and research arm at Cake. From his initial role as the company's first product manager, he laid the foundation for Cake’s product management practice, driving its transformation into a product-led organization. With a dedicated team of over 50 product managers, engineers, and designers, Ng will continue to promote innovation and cultivate growth at Cake in his new role.

In the fast-paced cryptocurrency sector, Liew’s role as CHRO's at Cake extends beyond HR functions. She holds a crucial role in shaping Cake’s success by contributing to the company's leadership team, focusing on talent management, employee growth, and fostering a vibrant company culture. Liew is also tasked to oversee and streamline Cake’s aggressive growth phase. Cake’s employee headcount has been steadily increasing – the company began the year with 161 employees and is on track to reach its year-end target of 210 employees.

“Christian has been an incredible addition to the team and comes at the right point in time for the business as we recently consolidated all four verticals within the Cake Group umbrella. I am confident that his strategic insights and innovative vision will enhance our marketing efforts, brand positioning, and customer engagement, in order to scale each of Cake’s verticals to new heights. During their tenure at Cake, Ng has led a profound transformation of our entire product suite and Liew has successfully revamped our HR policies to center around performance excellence. I could not be more inspired by the commitment that they have brought to the company and have no doubt that they will excel in their respective new roles of CPO and CHRO,” said Dr. Julian Hosp, CEO and Co-Founder of Cake.

The new appointments complete Cake's executive leadership team, which also comprises Dr Julian Hosp, CEO and Co-Founder; U-Zyn Chua, CTO and Co-Founder; Daniel Lo, CLO; and Ping Lai Tan, CFO. All bios can be viewed here.

“Now that our executive leadership team is established, we are ready to propel Cake into its next phase of rapid growth,” Hosp added.


About Cake Group

Founded in 2019 and headquartered in Singapore, Cake Group (“Cake”) is one of the fastest growing digital assets innovators. Cake is an assemblage of four distinct businesses that share a joint mission to advance blockchain for the benefit of humanity.

Cake’s four verticals are Bake, its retail aim; Levain, its institutional arm; Birthday Research, its R&D arm; and Whisk, its VC arm.

For more information, please visit

For media queries, please contact:

Elissa Young

Senior Public Relations Manager, Cake Group

Telegram: @elissayoungxm




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