Founder profile

Eddie Cheng is the founder of Penang Media, a UK performance marketing agency, and co-owner of VIBAe, a direct-to-consumer footwear brand. verified

The dual role is the foundation of the whole brand: agency operator and brand owner at the same time. This is a description of how he spends his working week, not a positioning invention. VIBAe does multi-seven figures a month in revenue, grown from a startup in a few short years, with 80 to 90 percent of that revenue coming from Meta advertising. Penang Media is the team that powers VIBAe's online growth. Eddie signed VIBAe as a client via cold outreach in January 2022 and bought equity roughly two years later; the ownership followed the results, not the other way round. verified

Career: roughly 10 years in paid media, starting on the ad tech side (programmatic rich media, then location-data advertising), rising in about three years to head of client servicing, delivering campaigns for brands like Asics, Castrol, Heineken, Nike, and Tiffany & Co. through partner networks including Omnicom (PHD), Dentsu Aegis, and Publicis (the approved public list; McDonald's, Jaguar Land Rover, and L'Oreal are also on record), and building operations teams in Mumbai, Milan, and the UK. He founded Penang in 2020 and runs it deliberately lean: around 15 full-time people plus part-timers managing $5M+ per month in profitable spend, with a soft client cap near 15 (2026-03-24 sales call). Half Malaysian; the company name comes from the Malaysian state, chosen without ceremony (see origin story). verified

A third identity thread emerged strongly through 2026: he builds his own systems. The AI stack (Pulse analytics, an always-on agent, the creative AI pipeline) is his own construction, demonstrated live on sales calls. Based in the countryside outside London since June 2026. verified

Standard bio line: "Eddie Cheng • Founder, Penang Media & Co-owner, VIBAe ($2M+/month DTC)". Register note: the bio line may carry the dollar figure, but in content and ad copy the approved construction is "multi-seven figures a month", never a specific number. Career wording must follow the reworded construction in the claims register: networks as partners, never employers. verified

Related: positioning, origin story, spoken voice profile.