Asma Quadri
Senior Marketing Leader | Global Brand Strategy | Shopper & Retail Marketing | 18+ Years Driving Growth for FMCG, Consumer, and Enterprise Brands Across APAC & Global Markets | Sustainability Strategy
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About
I am a strategic and entrepreneurial marketing leader with 18 years of experience building global brands, advising C-suites and boards, and delivering measurable growth across APAC, EMEA, and Africa.
At Dentsu International, I served as Global Business Lead for Standard Chartered, orchestrating brand campaigns across 20+ markets and aligning global strategy with local consumer insights. I also led Intel’s JAPAC marketing transformation, directing multi-country teams of 50+ to deliver innovative, data-driven campaigns that combined brand storytelling with performance marketing.
Earlier in my career, I directed iconic consumer campaigns for L’Oréal, Britannia, FIAT, Unicharm, Viacom18, and Red Bull — from Cannes Film Festival activations to mass-market launches and festive-season campaigns. My work consistently bridged global ambition with local resonance, strengthening brand equity and driving business impact.
Recognised with Marketing Excellence Awards, MARKies wins, and GroupM Choreos nominations, I have also built and mentored high-performing teams across APAC, embedding strategic thinking and innovation into their DNA.
My strength lies in combining data-driven consumer insights, brand storytelling, and digital transformation to solve complex business challenges. Whether driving 70% YoY revenue growth, designing award-winning sponsorship activations (Liverpool FC, e-sports), or pioneering programmatic transparency, I focus on results that move both brands and markets forward.
Today, I bring this depth of global brand leadership together with my MIT Chief Sustainability Officer certification, enabling me to help organisations evolve into future-ready, purpose-driven brands.
Experience
Global Business Director – Standard Chartered | APJ Client Partner – Intel | Global Client Partner
2017 – 2022
Dentsu
Enterprise Client Leadership: Global business lead for Standard Chartered, directing strategy and execution across 20+ markets worldwide. Partnered with C-suites and boards to translate business priorities into scalable brand, media, and digital frameworks.
Global Campaign Excellence: Orchestrated 3 consecutive global brand campaigns that outperformed awareness & consideration KPIs, recognized with Marketing Excellence (Media, Programmatic) and MARKies Awards.
Regional Growth – Intel: Drove JAPAC regional marketing for Intel, leading a 50+ person multi-country team across India, Japan, Taiwan, Australia, and Singapore hub. Achieved media innovation and operational excellence.
Transformation & Innovation: Authored global playbooks on post-cookie marketing, programmatic transparency, iOS14 changes, and COVID-19 consumer shifts. Led tech maturity project with Google, centralized AdOps for 15+ markets, and implemented brand safety guidelines across 25+ countries — delivering 40% performance improvement.
Youth & Sponsorship Strategy: Elevated Standard Chartered’s youth resonance through Liverpool FC sponsorships (17x CTR uplift) and crafted a first-of-its-kind e-sports strategy to position the brand with next-gen audiences.
Revenue & Growth: Drove 70% YoY revenue growth and improved profitability by 10% through restructuring and process efficiencies.
Business Director|Associate Business Director|Group Head|Business Manager|Executive
GroupM
Feb 2007 - Nov 2016
Singapore|India
Regional & Market Leadership: Directed APAC strategy for L’Oréal & Unicharm, and led market-level strategy in India for Britannia, FIAT, Zydus Wellness, Shopper’s Stop, Red Bull, Viacom18. Delivered portfolio strategies, go-to-market campaigns, and communications frameworks that boosted category growth.
Iconic Brand Campaigns
Localized L’Oréal Cannes Film Festival activations, building premium equity.
Conceptualized FIAT Linea x Man of Steel co-branded campaign, enhancing affinity through pop culture.
Designed and executed L’Oréal Femina Women Awards, a flagship purpose-driven platform.
Youth-first integrations with Maybelline Miss India & Bollywood tie-ups.
Innovation & Tools: Created Buzz Monitoring, a proprietary methodology combining TV ratings with digital buzz to guide investments. Applied econometric tools (ad stock, SOV-SOM, reach curves) to optimize ROI and decision-making.
Talent & Business Growth: Built and mentored multi-market teams, set up new account structures (e.g., Zydus Cadila), and delivered 3/4 pitch wins.
Recognition: Multiple GroupM Choreos Award nominations, selected for Maxus Global Young Leaders Network & Client Leaders APAC, and served as GroupM Mbassador, providing strategic insights across global and regional campaigns.
Education
MIT Professional Education | Chief Sustainability Officer Program (Mar 2024)
MIT Professional Education | Leadership & Innovation Program (Jul 2023)
MBA (Marketing & Finance) | M.S. Ramaiah Institute of Management, Bangalore (2006)
BBA (Marketing) | Karnataka University (2004)
