After a decade of CMO roles across the Middle East & Africa, UK, and now SAPMENA, it’s time for another L’Oréal adventure.
Since 2023, as CMO for the fastest-growing region in the world, it’s been extraordinary driving marketing and eCommerce transformation across some of the most dynamic markets on the planet. eCommerce, and then social commerce exploded. AI reshaped media, content and commerce. This region demanded newness at a pace like nowhere else. SAPMENA has delivered double-digit like-for-like growth, more than double the Group’s global rate, three years running, and we’re accelerating again in 2026. None of this would have been possible without our amazing #MarketingTransformers here in Singapore, and across every one of our local markets. To everyone I’ve had the privilege of building with, this is as much your milestone as mine.
And now, a different kind of adventure. For the last 18+ months, in stealth, we’ve been incubating something new: bringing together marketing, eCommerce, commercial operations and data into a single, connected BeautyTech capability, with hubs in Kuala Lumpur and Hyderabad serving our portfolio of 40+ global beauty brands. A shift from digital and marketing to powering the whole business with data, technology and AI.
Because the world is at an inflection point, and talking about what LLMs and agentic AI can do isn’t enough. Time to build with them. Right now that means CreAItech in content production, agentic AI running parts of our eCommerce operations, and using AI to actually read and act on our commercial data, not just report on it.
More than two decades into a career bridging marketing, eCommerce and digital transformation, from the Americas to the Middle East, Europe to APAC, inside agencies, inside tech platforms, and inside brands, I’ve been lucky to see categories and businesses from every angle. Here’s to the next wave of growth which will be in partnership with my new buddy Claude, who helped me with this post too.
#WeAreLOreal #WeAreSAPMENA #FutureOfMarketing
