Cheech Foo: Leading Australian Business Strategist and Marketing Expert
Discover the story of Cheech Foo, founder of Ignite Search and a leader in Western and Chinese digital marketing strategies. Learn about his career, business success, and influence in the Australian and international business community.
Cheech Foo’s Journey: From Christmas Island to Marketing Industry Leader
Cheech Foo’s story is anything but ordinary; it’s a journey marked by bold decisions, cultural influences, and a drive to succeed. He’s the kind of person whose name sticks in your mind, not just because it’s unique but because of the reputation that comes with it.
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Born on Christmas Island, Cheech grew up in a Malaysian Chinese-speaking household with his parents and two older brothers. His mother, a Chinese language educator, shaped Cheech’s deep connection to both Western and Eastern cultures, a connection that would later define his business philosophy.
At 16, Cheech’s family relocated to mainland Australia, settling in Perth. The transition wasn’t easy, but Cheech adapted quickly. He attended the University of Western Australia and earned a Bachelor of Commerce, majoring in Marketing and Corporate and Investment Finance.
After graduation and entering the business sector, Cheech moved to Sydney to sharpen his skills in the fast-paced corporate world. He worked for leading agencies and corporate businesses like the Omnicom Media Group, specialising in SEO. Sydney was exciting, but something was missing.
In 2014, Cheech made the decision to return to Perth and joined a local agency. After a successful stint as an SEO director, he realised that there was something that no one else had dared to create before. It was something he needed to create on his own, a digital marketing agency that encompassed everything he had learned in Sydney that would fit within the growing market in Australia. And so, he moved back into his family home in Willetton, setting up his business in his bedroom. His mother wasn’t exactly sure about his choices at first.
“My mum thought I was wasting time on the internet. She’d poke her head in and ask me what I was doing; she couldn’t comprehend how sitting at a computer, at home all day, was going to build a career.” – Cheech Foo
From Humble Beginnings to Boundless Possibilities: The Story Behind Ignite Search
Cheech’s vision began to grow: to build a full-service digital marketing agency that could transform business visions into results while helping brands succeed in both Western and Chinese markets.
As the business grew, Cheech moved from his bedroom into a dedicated office space. A few years later, Ignite Search outgrew that, too. In 2022, Cheech made the bold move to relocate to a prime location on Albany Highway in East Victoria Park. To mark the milestone, he commissioned a striking hand-drawn wall mural of a phoenix and dragon from local artist Angela Liu, a symbol of strength, renewal, and strategic balance.
How Cheech Foo Built Ignite Search Into a Leading Digital Agency
Starting alone wasn’t easy. He built the business step by step, focusing on sustainable growth and strategic expansion. He knew that growing too fast could compromise quality, while growing too slowly would stall momentum. Cheech’s calculated, strategic approach paid off. His early wins attracted attention, and soon, bigger clients were knocking on his door.
Cheech started with what he knew best, SEO! Everything from brand reputation management, local SEO, On-page, Off-page, SEO Research and more. He built a reputation for delivering fast, measurable results. But he knew that long-term success required more than just SEO. Not wanting to be known as a single-service specialised agency, he recruited top industry talent to expand Ignite Search’s capabilities into:
Cheech’s ability to combine technical expertise with creative strategy made Ignite Search a standout in the industry. His client base quickly expanded from Perth-based businesses to national brands and international clients from Singapore, Hong Kong, Mainland China, New Zealand, and Indonesia. Each drawn to Cheech’s unique ability to balance Western and Chinese marketing strategies.
“Ignite Search is what it is today because every member of my team brings their hard-earned experiences and talents to the table. We work well together because we share the same goals; we want our clients to transform and yes, turn their vision into results.” – Cheech Foo
Industry Recognition: Why Cheech Foo Is a Trusted Name in Business
Cheech Foo’s strategic approach and consistent results have earned him industry-wide recognition:
- Winner of the 2024 Business xCellence Award for Best Marketing Agency: Ignite Search’s consistent growth and outstanding client results earned national recognition.
- Finalist of the 2023 Business xCellence Award for Marketing Branding
- Finalist of the 2019 26th Belmont & Western Australian Small Business Awards
- Finalist of the 2018 Australian Small Business Champion Awards
In the Business Community:
- Cheech is known for his ability to deliver measurable business outcomes, increased revenue, higher market share, and long-term brand strength.
- His unique name carries weight in business circles; clients specifically seek him out for his strategic insight and innovative approach, which yields results.
- International brands trust Cheech to help them navigate the complexities of Western and Chinese markets in Australia.
Cheech Foo’s Leadership and Business Philosophy
Cheech Foo leads with strength, vision, and adaptability. He’s calm under pressure, decisive in execution, and focused on measurable results.
“It’s not about whether you can do it; it’s about figuring out how to make it happen.” – Cheech Foo
His leadership style is defined by:
- Strategic Focus: Every decision is guided by data and market insights.
- Integrity: Cheech prioritises sustainable growth over short-term wins.
- Adaptability: If Plan A doesn’t work, Cheech already has a Plan B (and a Plan C).
- Empowerment: Cheech inspires his team to take ownership and deliver high-level results.
Get in Touch
Work With Cheech Foo
Cheech Foo is open to new partnerships, business opportunities, and speaking engagements. If you’re ready to take your business to the next level with a proven strategist, Cheech is the person to call.
Cheech’s Case Studies: Beyond Ignite Search
Discover Cheech’s diverse business ventures and professional contributions in the digital marketing industry, across Australia and beyond. Explore his impactful work and innovative approaches that have shaped the digital landscape on a global scale.
Professional and Academic Contributions
Cheech is committed to sharing his knowledge and helping others succeed.
- Council Member of the Western Australian Chinese Chamber of Commerce (WACCC) since 2015, Cheech has provided marketing expertise and business strategy in every council meeting and official event.
- Guest Speaker & Contributor at the University of Western Australia (UWA), Edith Cowan University (ECU), Curtin University (CU) and the University of NSW (UNSW): Cheech can be found speaking to business students about digital marketing, strategy, and leadership.
- Member of the Marketing and Entrepreneurship Consultative Committee at Edith Cowan University (ECU): Cheech contributes his expertise to help shape the future of business education.
- Mentoring and Pilot Programmes: Cheech helps newly graduated students and young entrepreneurs bridge the gap between education and industry.
- Supporting Emerging Entrepreneurs: Through Ignite Search, Cheech guides early-stage businesses towards sustainable success.
‘The Way With Cheech Foo’ Podcast
Cheech always wanted to start his own podcast and is a great fan of the genre. Throughout his career, he has met many interesting people who lived extraordinary lives to succeed in business, pioneer new ideas and business ventures and simply redefine the way things are done.
For Cheech, The Way with Cheech Foo is a platform for anyone who has a great story to share about how they navigated the many challenges and paths laid out for them and the philosophy of everything that came next. In his first season, he introduced guests from world sports to iconic business brand custodians, to Feng Shui to innovative thinkers and local legends in and around Perth.
thewaywithcheechfoo.com
Malaysian Food Lovers
Saying Cheech is a lover of food and cooking is an understatement. So when he turned that passion into a coveted Facebook group for fellow Malaysian food lovers and Malaysian restaurant owners, Cheech started something. But it didn’t stop there; ‘Malaysian Food Lovers’ inspired others to create their own local groups for other ethnic food communities like Indonesian, Japanese and Thai. It was an incredible adventure that allowed Cheech to find his “food people” not only in Perth but around Australia and the world too.
malaysianfoodlovers.com
Faberyay Balloons
Proving that he still has relevant skills in all things marketing and business strategy, Cheech found another business opportunity that, when executed correctly, would grow and be recognised everywhere, fast. Cheech knew that with strategic business supply channels and on-point SEO skills he could set up shop in the highly competitive Perth’s Party and Entertainment Supplies sector, selling balloon bouquets to the Perth Metro area. As a family-owned start up, ‘Faberyay Balloons’ brings a fresh take on ‘special moments’ when it comes to premium balloon bouquets and a personal touch to all ‘Faberyay experiences’. You can see the results for yourself!
faberyay.com.au
Work with Cheech Foo
