Teddy Wijaya (pictured) has left MODENA as vice president of marketing after over five years with the Indonesian home appliances brand, with former head of brand communications Liem Hansen Salim taking over the role.
Wijaya’s last working day was 16 October 2026. He said he was leaving to pursue a new challenge, with plans to establish his own business in safety equipment.
“This wasn’t an easy decision. After five and a half years at MODENA, I’m proud of what we’ve built and confident in the strength of the team. It felt like the right moment to take on a new challenge, with the brand in a healthy position,” he told MARKETING-INTERACTIVE.
Don't miss: Beyond the kitchen: MODENA's shift to purpose-driven innovation, connected living
His new venture will focus on safety equipment and education, with further details to be shared closer to launch. Wijaya said he would apply his marketing experience to making safety education more relevant to its audience. “I’ve learned that people act when they feel a message is relevant to them, not when they’re simply told what to do. That’s what I’ll carry into safety education,” he said.
During his tenure at MODENA, Wijaya identified the brand’s expansion beyond the kitchen category as one of the defining experiences. He said the process reinforced the importance of resilience, customer feedback and collaboration.
Wijaya also highlighted MODENA’s exhibitions as a key achievement, citing their ability to build brand awareness, drive sales conversions and introduce younger consumers to the brand’s identity.
As a marketing leader, Wijaya said his approach centred on giving teams clear direction, building trust and allowing room for experimentation. “I want people to take ownership of their work, learn quickly from the results, and feel proud of what they ship,” he said.
For almost two decades, Wijaya has worked across product marketing, product planning, sales and marketing. In 2021, he joined MODENA in a product-focused role before moving into marketing, reporting to the company’s chief commercial officer.
MODENA was founded in northern Italy in the 1960s, in the Emilia-Romagna region, before shifting its operations to Asia in the 1980s.
In an interview with MARKETING-INTERACTIVE last year, executive vice president Nicole Jizhar outlined how the firm has expanded beyond kitchen appliances into smart home technology, solar energy and sustainability initiatives. Its MODENA Seamless app connects devices such as lighting, water dispensers and security systems, while its broader initiatives include food waste education and community programmes.
MODENA has also moved into financial services with MODENA Pay, a credit and debit card offering launched with MNC Bank to support purchases across its product ecosystem.
In June, MODENA entered Cambodia through a distribution partnership with GGEAR Group, following its expansion into Sri Lanka earlier this year.
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