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Ashraf comes with close to 20 years of experience in diversified consumer marketing and leadership roles in building successful brands with strong commercial focus. He has held strategic and operational management positions in the #2 mobile telecommunications company in Bangladesh.
Highly creative, his leadership and communication skills with successful track record in leading diverse cross-functional projects made ‘Grameenphone’, the leading telecommunications service provider in Bangladesh, the most loved brand across all categories. He later brought ‘Robi’, the second largest mobile network operator to new heights by making it the ‘#1 Socially Devoted Brand in the World’.
Consistently identified as “fast track” individual, Ashraf has received the highest accolade from Axiata Group and is recognised as an ‘Axiata Champion’.
Passionate about new technologies in symbiosis with human creativity. Using AI , Data, Analytics & Actionable insights to understand offline & online behaviors to craft Effective strategies.
Demonstrated history of working in Marketing and Business Development with some of the biggest international brands like Lamborghini, Samsung, Guinness, Carlsberg, Starbucks, Hongkong Land, Danone etc. Extensive experience with 360 Integrated Marketing and a purveyor of Customer – centric approaches. Proven track record on Strategy setting and Consultative selling to enable Companies to optimize marketing efforts and uplift sales. Especially focusing on Business Insights, MarTech & eCommerce.
Biggest motivation is leading teams to grow and win for the company and themselves. I Believe that learning never ends and that positive solution oriented driven mindset and strategic approach are the key for success. I try to be passionate, yet calm. Creative, but precise.
Facing challenges with passion is what Faradi believes in. An expert in digital, Faradi leads ADA’s Indonesia operations. An all-rounder practitioner with experience across multiple facets of digital communication, Faradi is known to have a flair for reviving failing businesses and turn them into success stories.
Prior to ADA, Faradi was the Managing Director at Dentsu Aegis Indonesia where he achieved over 80% growth, making Dentsu Aegis Network Indonesia, the best performing market in the network within Asia Pacific. Prior to Dentsu, Faradi was the General Manager at Tequila Digital (TBWA agency) where he is credited with re-building a dying Tequila digital business from scratch. In a career spanning nearly 15 years, Faradi has won numerous awards across local, regional and global platforms.
Kristine is the Country Director in Vietnam for the eCommerce division. Her leadership mainly revolves around empowering people and recognizing their differences and unique perspectives. With these beliefs and values, Kristine was able to manage and provide eCommerce efficiency to many flagship stores in Vietnam through a range of eCommerce solutions and services that allow the brand’s sustainable eCommerce growth.
Looking back 6 years ago, Kristine’s career in eCommerce started from the bottom just like most aspiring eCommerce enthusiasts. Before taking up the position as Chief Executive Officer for Awake Asia Vietnam in May 2020, she started as a marketplace sales intern in Lazada until she became Local Category Manager and worked with brands in Watches & Jewellery, Home & Electronics category.
When she joined Awake Asia’s team as a regional head of business control from August 2019 to April 2020, she enhanced her skills in closing and onboarding, CRM, team set-up and key accounts management, strategic planning, opportunity analysis as well as cost & ROI optimisation.
Now, with ADA, she is willing to share her skills, knowledge, and expertise to deliver the same level of quality she always delivers.
Kristine also has an eye for beauty regardless of form. She loves to get some “Vitamin Green” during her travels and she is also a proud “plant momma”.
Dan Zonmani serves as the Managing Director of ADA in Thailand. Born in Liverpool, England, he earned his bachelor’s degree in International Marketing at Canberra University, Australia.
As the Global Brand Lead at LINE Corporation Japan and LINE Thailand, Dan bolstered LINE’s regional branding to become a global brand, serving under the leadership of LINE’s Chief Strategy & Marketing Officer, Jun Masuda.
Working together with executive members and marketers from key markets in Japan, Korea, Taiwan, and Indonesia, he achieved an array of strategic milestones during his time with LINE, such as LINE’s successful corporate rebranding, and the set-up management of LINE Venture, LINE Financial, LINE Bank, and LINE AI. Orchestrating all the key services into the brand architecture and aligning it with the Global Brand structure, he supports the Thailand team for B2B, eCommerce, and content.
He was formerly the First Executive Vice President of Business Innovation under the retail development group, Siam Piwat, responsible for managing comprehensive brand strategies. He was also the first Thai CEO of MullenLowe Group, one of Thailand’s top three network agencies.
Previously, he worked with Lintas, BBDO, Batey | Red Cell, Far East DDB, Mercedes Benz, Chrysler, Jeep, Alfa Romeo, Seagram Thailand, Chivas, and World Gold Council.
Currently he is one of the board members of Creative Economy Agency (CEA), as well as being a committee member of Advertising Association of Thailand.
Dai is a digital industry veteran with over 19 years of experience. As Head of Telco Portfolio Business, Dai is in charge of developing telco-based solutions to help businesses bridge the digital gap.
Dai started as a producer of mobile content at Lycos Japan. He then joined Sumitomo Corporation where he has held various positions. These include the role of a Digital Business Consultant for the Japan Travel Bureau and a Venture Capitalist in Silicon Valley where his investment portfolio included data intelligence, video analytics, and other internet startups.
Before joining ADA, he ran the largest online supermarket in Japan and led its global expansion to China, Indonesia and other Asian regions as executive Regional Director.
Dai joins us through our relationship with Sumitomo Corporation as Head of Product and was in charge of whole product management, from development to execution.
On a personal level, Dai loves travelling and has a preference for the outdoors exploring beautiful scenic spots.
Matija leads Global Messaging, a team dedicated to providing messaging services for businesses to communicate with their customers. He and his team work closely with mobile network operators to shape their messaging strategy and help with implementation of firewall solutions to protect their networks.
He has more than 13 years of experience in the telecommunications industry, specializing in mobile messaging services and products.
Prior to joining ADA, he held roles at Infobip and Deutsche Telekom Group. Matija lives in Croatia and spends his free time cherishing family moments, and works up a sweat by boxing.
Simon is a visionary and skilled at cultivating leadership.
As the Chief of eCommerce Enablement, Simon’s foray into eCommerce started over a decade ago in SEA. One of his stints include a role as a Senior Vice President and Group Head on On-site Traffic Strategy, along with other C-level positions in Lazada.
Prior to eCommerce, Simon gained more than 10 years of sales and marketing experience in the FMCG industry with Colgate Palmolive and Reckitt Benckiser across Australia, Europe and Southeast Asia. His extensive experience living and working in multiple cities have brought about multiple perspectives and varying ways of thinking.
Before the merger with ADA, Simon was the CEO of Awake Asia and he was able to spearhead the geographical expansion of the company into multiple countries, including Indonesia, Philippines, Malaysia, Singapore and Thailand. Now with ADA, he is dedicated to bring forth the same energy and commitment to provide brands with data-driven, AI-enabled eCommerce solutions today and into the future.
Over the weekends, Simon can be seen cycling or running around Singapore. His longest ride pre-covid involved a 200km round trip to Malaysia for a Laksa.
Priscilla is the Head of Talent Acquisition and Engagement at ADA. She and her team handle the overall hiring process for the organization. Her onboarding & engagement team facilitates the integration of new talent and identifies their needs by administering employee’s engagement surveys. She is passionate about managing and influencing ADA’s reputation as an employer of choice among job seekers and employees.
Priscilla has more than two decades of experience in Human Resources. In her previous role with Citibank as Senior HR Advisor & Head of HR Compliance, she was pivotal in developing HR policies and HR Risk, Control & Compliance processes. At British American Tobacco, she had led a talent acquisition team with the task of targeted hiring based on the organization’s growth trajectory.
On a personal front, Priscilla is an avid scuba diver and aims to dive in the top ten dive sites by 2025.
With almost two decades of Human Capital management experience, working across diverse industries – aviation, mining, chemicals, building solutions, entertainment and digital, Melanie has deep field expertise coupled with local and in region knowledge of the space.
In her current role, Melanie oversees a multi-market team that delivers on a broad range of HR specialties including; Performance, Talent Management and Organization Development, Employee Services (Hire to Retire), Foreign Talent Acquisition and Management, Policy Development and Implementation and Compliance and Facilities Management.
In addition to her leadership role, Melanie allocates significant time nurturing and developing graduates, leaders and key talent across business units in the areas of core Functional Skills Building, Leadership Development, Performance Management, Internal Mobility and Employee Issue Resolution.
Melanie is a graduate of Finland’s Helsinki School of Economics & Business Administration and attained a Diploma in Professional Training from the International Air Transport Authority (IATA). She also achieved her Six Sigma, Customer Black Belt & Lean Six Sigma certifications, through GE Aircraft Engines’ – ‘At the Customer for the Customer’ program.
In her spare time, Melanie’s ‘family first’ approach has her spending quality time raising her two sons and her two fur kids. She keeps active through long walks and spends an adequate amount of time inventing health recipes for her family.
In this growth market Hubert brings a customer focused, results-oriented digital marketing to brands. Together with the team he fuses data, media and creative for transparent business outcomes.
Having spent over 3+ years with ADA based out of the Malaysia office, Hubert has worked on numerous regional accounts, helping customers win across multiple emerging markets.
Originally from the Netherlands, outside of work he loves to travel and explore different parts of Asia – so much so, he married one……
Srinivas is a charismatic leader with a clear vision of what success looks like.
He leads ADA, the largest company in Asia that integrates data, insights, media, and content to deliver business outcomes across nine countries in South and Southeast Asia.
Srinivas has also served as Chief Portfolio Officer at Axiata Digital where he oversaw all M&A, portfolio operations, and investments for the Axiata portfolio of companies in digital advertising, digital financial services, and platforms.
Before joining Axiata, he founded PayZazz, a UK based mobile payments startup. Prior to that, he headed Corporate Venturing at ARM Ltd. in Cambridge, UK, and also led China operations for Motorola Mobile Devices software group in Shanghai.
Srinivas holds an MBA from London Business School and B.Eng from National University of Singapore.
With more than 25 years of experience in building integrated regional and global teams, managing agencies and large and global clients, Anurag is a marketing solutions champion, extremely skilled in building deep client relationships and unlocking new growth opportunities. Throughout his decorated journey, he has been in leadership roles across some of the best integrated communication agencies, such as Wunderman, WPP Team P&G, DDB, Geometry India, and Draft Worldwide East Africa, where he managed blue chip clients across industry sectors.
He is currently the COO of ADA, leading ADA’s country teams in major markets and regional marketing and ecommerce solutions teams based in Singapore and Kuala Lumpur. He is responsible for rapidly expanding the company’s portfolio in Asia with over 1,200+ brands in total.
More than 300 international, regional, and local awards have been credited to his work.
He is passionate about Bollywood and cooking and serving authentic Indian food
He mixes his passion for Bollywood and cooking to serve up explosive unique Indian flavors.
Fariq is a Fellow Member of the institute of Chartered Accountants Sri Lanka and Associate Member of the Chartered Institute of Management Accountants United Kingdom. He graduated from University of Colombo in Arts and completed his MBA from the University of Colombo.
He started his career at Arthur Andersen affiliate and moved on to Dialog Axiata where he held various management positions in different areas like, Credit Management, Fraud Management, Revenue Assurance, Corporate Finance, Finance Operations, New Business Development, and Digital Services.
Fariq counts over 20 years of experience, of which 15 years are in the telecommunications field. During this period, he was also with the management team of “Etisalat” group’s operation in Saudi Arabia. He is a board member of many digital ventures in Sri Lanka and also a consultant to the World Bank on Mobile Money.
With over 15 years’ in global MNCs and her own start-up agency, Summer has vast experience in business management and is an advocate for data and technology propelled solutions. At ADA, she helms business development and optimisation of digital initiatives powered by data and technology for regional brands focusing on go-to-market strategies and acquisitions. Supported by a robust data engineering team, Martech analysts and automation partnerships, she drives holistic business solutions for transparent outcomes.
In her other life, she’s a yoga enthusiast and has great appreciation for coffee for someone who is quite caffeine intolerant. Coffee workshops or yoga retreats are on her holiday plans whenever possible.
Suraj is a Senior TMT (Technology, Media and Telecommunications) Executive with a unique mix of operational experience spanning business and corporate development, sales leadership and general management across SE Asia and Australia within the telecommunications and building industry including stints at mobile operators, telecoms tower EPC, network software and data analytics solutions providers.
Suraj has over 24 years of experience in corporate planning and sales in the Energy, Power and Telecommunication sectors. His association with Telecoms began in March 1999 with MYCOM International where he was the Regional Business Development Director for Asia Pacific and subsequently as Country Manager for PT. MYCOM Networks in Indonesia.
He also brings operator experience to the table, having spent time with Maxis in Malaysia as Head of Commercial Partnerships and Alliances.
His experience with Telco Analytics started in 2012 with Actix Ltd, followed in 2014 with silicon valley based start up Carrier IQ where as Vice President for Asia Pacific, he seeded Device level Data Analytics into the Asian Telcos before Carrier IQ was bought over by AT&T in early 2016.
Prior to joining ADA, he was Group CIO of AI XPRT, a UK based international company providing end-to-end B2B solutions with unique proprietary technology and algorithms within the FinTech and RegTech space extracting and processing the data across multiple sources and various formats using real AI and Machine Learning tech platforms.
As Group CEO of CellOS Ltd. a public company headquartered in Melbourne Australia, he spearheaded the Data Analytics software solution vendor for big data monetization and improved network intelligence for the mobile communications networks with operations Globally.
Suraj is highly motivated, results oriented and loves managing people to develop their key potential to the highest level of achievement capable.
Stephanie is a brand builder, communicator and diversity advocate. She has led cross-border teams to create brand-defining programs and points of view such as PwC Malaysia’s Building Trust Awards and Catcha Group’s Wild Digital conference.
She played pivotal roles in strategic transformational projects such as PwC’s rebranding exercise, and pioneered PwC Malaysia’s digital marketing efforts.
A Diversity and Inclusion advocate who used to write a monthly personal column, ‘Changing Hats’, she also enjoys mentoring young talent.
Her pride and joy are her 2 young daughters. She runs to destress. And she’s constantly battling a serious addiction to chocolate and coffee.
Stephanie is a 3 time McKinsey Youth Leadership Academy Mentor; 2 time Lean In Malaysia Career Programme Mentor; and received the Gold for Best B2B Marketer at the Malaysia CMO Awards 2018 . She graduated with a BS in Engineering from Cornell University, NY, USA.
Simon is the Head of Data Analytics at ADA. He and his team of close to 50 data scientists, data engineers, and data analysts across the region are dedicated to enabling clients to drive value through advanced analytics. He has developed and led data science capabilities within some of the largest organizations across EMEA, North America, and ASEAN – bridging the gap between commercial outcomes and academic thinking.
Originally trained in finance, Simon is a Fellow member of the Institute of Chartered Accountants UK. He was an early pioneer of the benefits of customer analytics and decisioning. Simon has been instrumental in building personalised marketing and pricing capability, delivering multi-million-pound benefits for the leading retail bank in the UK. Benefitting from a diverse career path incorporating finance, Deloitte Digital consultancy, and more recently Centrica – The UK’s largest utility and IoT connected home provider.
Simon and his family have been in Malaysia since May 2018 where, prior to joining ADA, he provided consultancy support to drive the adoption of data analytics across many of Malaysia’s largest organisations.
In his spare time, Simon is a running enthusiast and has competed in many marathons across the globe.
A performance driven marketing professional with over 23 years of experience – Mahesh has had the fortune of experiencing both sides of the coin – ‘Big Company Corporate’ job and ‘Start-Up Entrepreneur’. From advertising to creative, big corporates to small start-ups, Mahesh has led, re-purposed and built teams around a shared vision and ambition to deliver business results. He relishes briefs with a focus on ‘Bottom of the Funnel’ driving conversion, retention and advocacy.
Prior to ada, Mahesh was employed with Ogilvy Action working with brands such as Coca Cola, Cadbury and Castrol. While at OgilvyAction, he led the office to win 3 successive Twin-Peak (Creative and Effective) awards given to the same piece of work. He also has had the opportunity to set up start-ups thrice across markets. Mahesh is an avid speaker at marketing forums, trainer for IACT and an occasional contributor to industry magazines.
Adrian currently spearheads ADA in Malaysia. He leads a team of solution-focused industry digital marketing & content experts which help brands to solve their business pain points through an innovative and integrated approach to digital marketing. Having a deep understanding of consumer data and insights, he and his team are able to drive a data driven approach to their clients’ campaigns and maximising ROI throughout the campaign life stage. He has delivered this for top clients across Asia – in telecommunications (Yoodo, XL, Robi, Airtel), banking digital (BCA, Commonwealth bank) and wallets cash (Boost).
His experience covers global and regional roles where he led large teams on marketing-related market entry strategies, business transformation and strategic turnaround execution for digital businesses in emerging and developing markets. His industry specialisation is in the music streaming, telecommunications and banking/ fintech sectors. He also collaborated on and managed marketing budgets in excess of $100M and across 22 different countries, bringing new digital services to over 1 billion new users.
Chris leads Marketing Technology, a team dedicated to helping businesses understand growth opportunities. We start by looking at their current business, customer and technology, from this we look at their full marketing and sales funnel to identify growth strategies. We then work to bring these growth strategies to life and continuously optimize them.
With over 15 year’s experience in digital marketing technology. He previously worked in Sitecore as Head Of Alliances, helping over 200 partners in APAC deliver marketing technology solutions to customers. Before that he worked at Ogilvy where he built a CX/UX division from the ground up working across 12 countries and as a digital consultant to help businesses drive growth covering digital channels, CRM, data, mobile and ecommerce.
In his spare time, he sits on the advisory board for Republic Polytechnic to help groom the next generation of Singapore talent from the School of Arts & Technology.
Klara is a business leader and an entrepreneur with a passion for building things; teams and businesses. She has over 13 years of experience in branding, marketing, and leadership development.
She studied business economics at the Faculty of Economics in Ljubljana, Slovenia, where she began volunteering at the local AIESEC chapter and soon thereafter took on a full-time role as the president of AIESEC in Slovenia. Soon after, she set foot in Cambodia, where she worked in the multimedia value-added services and mobile app industry.
Klara co-founded and led a branding and communications studio, Branderz, that successfully put many global and regional brands on the map in Cambodia. One of the best business decisions she made was to start a collaboration with ADA, which eventually led to a merger.
As the General Manager of ADA in Cambodia, Klara manages a fast-growing marketing services team and brings data-driven marketing solutions to help businesses achieve their business goals.
Klara is obsessed with book shops, enjoys reading, and stays healthy with yoga. She considers herself an amateur interior decorator, although her husband and dog think otherwise.