Eight CMOs have been named among the most influential and purposeful marketers in Asia-Pacific (APAC), recognized by Campaign Asia-Pacific and DoubleVerify for their ability to adapt to new technologies, address critical issues such as climate change, diversity, equity, and inclusion (DEI), and focus on sustainability.
The 2024 Asia-Pacific Power List features 50 marketers in APAC which have demonstrated resilience, empathy, and a clear sense of purpose. These professionals are acknowledged not only for managing large advertising budgets or market shares, but also for engaging and inspiring consumer communities through meaningful work and impactful actions. They represent brands and organizations such as FedEx, Jollibee and Cathay Pacific, as well as fintech leaders, payment firms and banks like Visa, ANZ and GCash.
Asia Pacific’s Top 8 Most Influential CMOs in Financial Services
Abdul Sani Abdul Murad, Group CMO, RHB Banking Group
Abdul Sani Abdul Murad is a prominent figure in the marketing industry, currently serving as the group CMO at RHB Banking Group. At the RHB Banking Group, Sani oversees the group’s brand and media strategy, consumer research, and all business, consumer, and marketing strategies and programs. He focuses on driving customer and business growth while managing the marketing operations.
Sani’s marketing career began at Unilever, the world’s third-largest consumer goods company, where he started as a Unilever Scholar. During his tenure at Unilever, he managed various business categories, eventually rising to the position of marketing manager. He played a significant role in growing the hair care business, making Sunsilk the market leader, and earning the Asian Marketing Effectiveness Award for Rexona in 2005.
In 2008, Sani joined HSBC Malaysia as their head of marketing, a position he held for nine years. During this time, he led a team of marketing professionals and played a pivotal role in launching HSBC Amanah, the bank’s Islamic banking franchise. He supported the establishment of 26 HSBC Amanah branches within three years. Under his leadership, HSBC Malaysia’s marketing team was recognized as the best marketing team in Asia Pacific by HSBC’s regional office and received the best marketing campaign award from HSBC Group Office. The team also earned accolades from the Putra Brand, Halal Journal, and Effie Awards.
Astrud Burgess, CMO and General Manager of Data, Marketing, and Customer Experience, ANZ
Astrud Burgess is the CMO and general manager of data, marketing, and customer experience of ANZ. She is also a member of the New Zealand leadership team at ANZ, and the board chair of Dot Loves Data.
As CMO, Burgess leads the development and delivery of ANZ’s brand strategy, reporting to ANZ New Zealand CEO Antonia Watson and group executive, Australia retail, Maile Carnegie.
With ten years on the ANZ NZ leadership team, Burgess began her tenure as head of marketing, responsible for the growth and development of New Zealand’s leading financial services brand. She subsequently expanded her role to include general manager of data. In this capacity, she established strategic priorities, built data infrastructure, and developed the necessary capabilities to achieve ANZ’s data ambitions. Her efforts culminated in the acquisition of Dot Loves Data in March 2023, where she now serves as the board chair.
Additionally, Burgess is the executive sponsor of the GLBTQI+ network, a strong advocate for women in leadership, and a member of Global Women, an organization dedicated to promoting inclusion and diversity for societal and economic growth. Her work reflects a deep commitment to leveraging marketing, data, and customer experience to drive ANZ’s success and foster a more inclusive and diverse workplace.
Danielle Jin, Senior Vice President, CMO, Visa APAC
Danielle Jin is the senior vice president, CMO of Visa, APAC, where she leads innovative campaigns that emphasize inclusivity and smarter payment solutions, resonating deeply with Asian consumers. Jin is known for her strategic thinking, digital expertise, and ability to operate across cultures.
Jin joined Visa in May 2016 as head of marketing for Greater China. In this role, she led the Greater China marketing team in building a world-class marketing function and developing a strategy to establish Visa as a successful challenger brand domestically, while also highlighting Visa’s global strength.
With over 20 years of experience in both APAC and the US, Jin has a proven track record of revitalizing underperforming businesses, launching innovative products, and executing groundbreaking marketing campaigns.
Before joining Visa, she was the vice president of the beverage category for PepsiCo China, where she spearheaded growth strategies and the marketing and innovation agenda. Prior to PepsiCo, she served as the director of marketing for Ghirardelli Chocolates in San Leandro, California, and worked with McKinsey & Co in Atlanta, Georgia. Jin began her career with Unilever.
In addition to her corporate achievements, Jin is a published writer with two books, numerous short stories, and essays. She is also a guest lecturer on strategy and marketing topics. Jin holds a bachelor of business administration in marketing from Fudan University in China and an MBA from Yale University in the US.
Julie Nestor, Executive Vice President and Head of Marketing and Communications, Mastercard APAC
Julie Nestor is the executive vice president and head of marketing and communications for the APAC region at Mastercard. She leads Mastercard’s integrated marketing and communications (IMC) team, which plays a critical role in building and maintaining corporate reputation, as well as bringing Mastercard’s brand promise to life for banks, fintech companies, governments, merchants, consumers and other stakeholders. Nestor is also a member of Mastercard’s APAC leadership team and global marketing and communications leadership team.
As the head of IMC, Nestor brings to bear her diverse marketing experience across the APAC region to deepen consumer engagement through Priceless, Mastercard’s marketing platform. Through digital-first approaches, major sporting and entertainment sponsorships, multisensory branding and experiential marketing, her team strives to demonstrate Mastercard’s value in bringing the power of connected commerce to life.
Originally from Sydney, Nestor’s 25-year career has seen her leading marketing teams across APAC in the financial services, technology, and hospitality industries, including 13 years at American Express in Australia and Hong Kong SAR, and stints at Hilton and eBay. Prior to joining Mastercard, she was chief marketing and experience design officer, Asia, at Manulife Asia Pacific.
Nestor has a long track record of leading successful teams and prides herself on nurturing an inclusive, highly engaged team culture. She is currently based in Singapore.
Neil Trinidad, CMO, GCash
Neil Trinidad is the CMO of GCash, a leading financial app in the Philippines. He has 20 years of experience in marketing, general management, and sales across various industries, including fast-moving consumer goods products (FMCG), tech, e-commerce and fintech.
Before joining GCash, Trinidad was the CMO of Lazada Philippines, where he played a crucial role in accelerating the growth of the e-commerce platform. He also held significant roles at Google Philippines as an industry partner for telco, travel, and quick service restaurant (QSR) clients, and at Unilever, where he managed over 15 brands in local, regional, and global marketing roles.
In addition to his corporate achievements, Trinidad co-founded The Feel Good Food Group in 2017, an e-commerce health food delivery business with brands such as Ketos of Manila, Eat’s Life Manila, The Sugar-Free Bakery, and Get Well Soup.
Neil graduated from The University of Asia and the Pacific in 2004 with a master’s degree in communications, major in integrated marketing communications.
Ravi Santhanam, Group Head, CMO and Head of Direct to Consumer Business, HDFC Bank
Ravi Santhanam is the group head, CMO, and head of direct-to-consumer (D2C) business at HDFC Bank. At HDFC Bank, Santhanam is responsible for driving the digital origination and fulfillment of the bank’s products as well as D2C products. He has played a key role in establishing the customer centricity practice at HDFC Bank by setting up the national pension scheme system across the bank. Santhanam had previously led liability products, managed programs and corporate communications at the bank.
Prior to HDFC Bank, Santhanam served as the business head for the Uttar Pradesh market at Vodafone. In 2013, he was appointed to lead the new business vertical of data, devices, and content and onnovation in Mumbai. His career also includes significant leadership roles at Reliance Communications, ICICI Bank, and PowerGen, where he worked across various domains such as strategy, mergers and acquisitions (M&A), and business. Santhanam was the only CMO from India to be featured in Forbes’ list of The World’s Most Influential CMOs 2020.
Santhanam holds a degree in mechanical engineering from Anna University and is an alumnus of the Indian Institute of Management Calcutta and Harvard Business School.
Stephanie Ng, Managing Director, Global CMO, Wealth and Personal Banking, HSBC
Stephanie Ng is the managing director and global CMO for wealth and personal banking at HSBC. Since joining HSBC in 2022, Ng has achieved significant milestones, including consistent year-on-year growth and maintaining an active social media presence to educate other professionals.
At HSBC, Ng also co-founded the Empowerher female mentorship program, aimed at helping women realize their full potential. She also serves as a juror for various prestigious marketing awards, such as the Effies and Marketing Excellence Awards.
Ng has more than 20 years of experience in retail banking, mortgages, segment proposition, insurance, payments, unsecured lending, credit cards, co-brands, usage and rewards, partnerships, product development, portfolio management, sales and marketing.
Prior to HSBC, Ng was the head of financial services at Meta where she led all financial services initiatives across the Facebook family of apps. Before Meta, she was the executive director for credit cards in Standard Chartered Bank, leading successful teams in cards, payments and unsecured lending businesses in Singapore, Malaysia and globally for the bank. She has also held senior level positions with Mastercard and AIG.
In addition to her professional role, Ng co-founded two women’s leadership and parenting groups at Meta, which advocate for gender equity, diversity, and inclusion. She is also an active grassroots community leader in Singapore, promoting social and community cohesion.
Stuart A. Spencer, Group CMO, AIA
Stuart A. Spencer is the group CMO of AIA and oversees customer engagement, propositions, branding, AIA Vitality, communications, sponsorships, events, and marketing digitalization. He is also a director of various companies within the group.
Spencer has a long and distinguished career in the insurance industry, having held numerous leadership roles at American International Group (AIG) and AIA from 1996 to 2009, including serving as global president of accident and health worldwide for the AIG Life companies. He was also the global head and COO for life, accident and health, at Chubb Insurance.
Spencer rejoined AIA in May 2017 after serving as CEO of general insurance, APAC, at Zurich Insurance Group, where he also held the interim CEO role for the APAC region. He began his career in New York at American Express Travel Related Services in marketing.
Spencer is an alumnus of the Harvard Business School, The Fletcher School of Law and Diplomacy and Brandeis University.
Featured image credit: edited from freepik
