Asia Advisory Board

WFA Asia Advisory Board

The WFA Asia Advisory Board’s vision is to champion better marketing and to make marketing better across the region.

Better Marketing in Asia-Pacific

The Board aims to represent the full spectrum of marketing’s value and elevate its influence at every level, from the C-suite to emerging talent. The work in the region is guided by four key priorities:

  1. Foster unity within the region
    Knowledge exchange among senior marketers based in Asia to inspire and raise the bar among the client-side
    community.
  2. Position Asia-Pacific as a global hub of innovation and best practices
    The world needs more Asia, home to many influential emerging marketing trends.
  3. Translate global initiatives into regional and local pathways
    Adapt existing industry strategies to reflect Asia’s diverse cultural and market landscapes.
  4. Upskill and reskill talent in the region
    Bridge the learning gap and empowering marketers across Asia to excel in their roles.
Headschot - Cheryl Goh, Grab.png

The reality is, we must deliver on short-term goals, that’s what CEOs are watching, but we also have to champion the long-term. That’s our responsibility as marketers: to build today and tomorrow, at the same time. Our role is to help the organisation see that long and short-term efforts must work hand in hand to drive real business outcomes.

Cheryl Goh, Grab

Board members

  • Dhiren Amin
    Dhiren Amin Dhiren Chief Customer Officer, Income Insurance Limited
  • Edward Bell
    Edward Bell Edward General Manager Brand, Insights & Marketing Communications, Cathay
  • Lex Bradshaw-Zanger
    Lex Bradshaw-Zanger Lex Chief Marketing & Digital Officer, SAPMENA Region, L’Oréal
  • Juliana Chu
    Juliana Chu Juliana Vice President of Digital & Ecommerce, Asia Pacific, Shiseido
  • Rupen Desai
    Rupen Desai Rupen CMO & Venture Partner, Una Terra
  • Sameer Desai
    Sameer Desai Sameer Vice President, Marketing, Clinical & Commercial Operations, Asia Pacific
  • Cheryl Goh
    Cheryl Goh Cheryl Chief Marketing and Consumer Officer, Grab
  • Mikimasa Hamamatsu
    Mikimasa Hamamatsu Mikimasa Division General Manager, Global Marketing, NISSAN
  • Silas Lewis-Meilus
    Silas Lewis-Meilus Silas Global Head of Media Business Units, Haleon
  • Kenneth Lim
    Kenneth Lim Kenneth Assistant Chief Executive, Marketing Group, Singapore Tourism Board
  • Kok Hwee Ng
    Kok Hwee Ng Kok Hwee Chief Marketing Officer, Zespri International
  • Josephine Tan
    Josephine Tan Josephine VP, Digital Hub APAC, Diageo
Headshot - Josephine Tan, Diageo.png

One thing that has never changed in marketing is the ability for brands to understand the landscape they operate in, tap into those consumer insights, to then generate campaigns, marketing ideas, that will help brands achieve growth. GenAI can help us do this quicker and more efficiently, but that is a fundamental of marketing that is here to stay.

Josephine Tan, Diageo

News

  1. WFA at Grab, Meeting Overview (April 2025)
    AI

    WFA at Grab, Meeting Overview (April 2025)

    WFA

    Overview of the event held at Grab HQ in Singapore on the 24th of April.

    Read more about "WFA at Grab, Meeting Overview (April 2025)"
  2. Knowledge Spotlight: Growing a Global Brand in Local Soil
    Video
    Marketing technologyValue of advertisingMarketing capabilitiesMarketing operationsMarketing technology

    Knowledge Spotlight: Growing a Global Brand in Local Soil

    WFA

    This live session is part of WFA’s practical webinar series, Knowledge Spotlights. In partnership with handpicked experts, this series offers 101 sessions on modern marketing foundations relevant to Asia Pacific. Designed for emerging leaders, from junior to mid-level professionals, looking to enhance their marketing skills and knowledge.

    Read more about "Knowledge Spotlight: Growing a Global Brand in Local Soil"

Related content

  1. Differentiating skills in the AI era
    Event reports
    CreativityMarketing technologyCannes LionsAIMarketing technology

    Differentiating skills in the AI era

    Laura Forcetti

    Technology does not win awards. Commercial craftsmanship will continue to make the difference, but marketers do need to adapt to succeed in an AI-driven world, as Laura Forcetti explains.

    Read more about "Differentiating skills in the AI era"
  2. Does Asia-Pacific need Lions or Merlions?
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    Brand reputationCreativityMarketing strategyCannes LionsMarketing strategy

    Does Asia-Pacific need Lions or Merlions?

    Laura Forcetti

    WFA’s Asia Advisory Board marked the Cannes Lions Festival in Singapore with #NotInCannes, attended by more than 50 senior marketers based in the Asia Pacific region and hosted at the Google Asia Pacific offices. Laura Forcetti, Director Marketing, Asia Pacific at WFA, reveals the debates around creativity and how APAC could get more glory both locally and globally.

    Read more about "Does Asia-Pacific need Lions or Merlions?"
Headshot - Rupen Desai, Una Terra.png

With the change in leadership for the region as well as a reformed advisory board, the region has witnessed an expanded and meaningful programme of initiatives tailored to senior leaders. Today, WFA represents the most senior community of client-side marketers in Asia-Pacific, working together to better marketing as well as making marketing better – shaping meaningful growth and driving meaningful industry change, together.

Rupen Desai, Una Terra

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