Jenn Wei Hee - Co-Founder & CMO, LocalPasar

Co-Founder & CMO @LocalPasar

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Most marketers start with campaigns. Jenn Wei started with Jobs-to-Be-Done. Raised around agriculture but trained in product marketing, he has spent his career trying to understand what people are really hiring products to do. At Grab, Jenn Wei worked on early zero-to-one initiatives supporting driver communities across Southeast Asia. The job was never just growth. It was designing products and communication that worked for real people on the ground, from gig workers navigating the city to teams building new markets at scale. That curiosity about how systems really work eventually brought him back to the land. Jenn Wei became Co-Founder and CMO of LocalPasar, building a new kind of food supply network that connects farmers directly to restaurants and retailers. In the early days, this was not a strategy deck exercise. It meant spending time on farms, coordinating harvests, working with foragers, setting up cold chain logistics, and building supplier and buyer operations from the ground up. Together with his co-founders, Jenn Wei helped design the operational playbook for a new food system business. Supplier onboarding, logistics flows, pricing models, and SOPs were built directly with farmers, chefs and buyers in the field. Within three months the team pivoted the model and found product market fit. Within nine months the business reached profitability. Working closely with farmers, foragers and chefs across Malaysia, he has spent the last few years learning something most marketing textbooks never teach. Markets are shaped by land, logistics and the invisible systems that sit behind every product. Today his work also extends into another complex system: mobility. Jenn Wei currently advises an EV motorcycle company exploring fleet operations, electrification and future autonomous mobility within Southeast Asia’s ride-hailing ecosystem. The focus is on how electric vehicles, software platforms and fleet economics can reshape urban transportation. Across both food and mobility, the thread is the same. Un

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