The 2025 finalists

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  Manolo Arroyo Manolo EVP and Global Chief Marketing Officer, The Coca-Cola Company

  Manuel “Manolo” Arroyo is EVP & Global Chief Marketing Officer since January 2020. He is responsible for Global Marketing, the five Global Category teams, Human Insights and Marketing Performance, Integrated Marketing Experience (IMX) including Media, Digital Marketing, Design, Marketing Assets (Music, Sports, Entertainment, and Influencers), AI, Marketing Operations & Capabilities, and the Marketing Transformation Office. He leads a global marketing network of more than 2,000 professionals in nine Operating Units and Marketing Platform Services.
  
  Manolo is recognized as the architect and driver of the most radical marketing transformation in the history of The Coca-Cola Company, reshaping the portfolio of brands, innovation, modernizing its marketing and designing an industry-leading partnership with WPP and a new marketing operating model. The digital-first transformation is leveraging the power of experiences, influencers, entertainment, and culture, all enabled by data, tech and AI and has become a key driver of growth and value creation for the Company.
  
  Prior to his current role, he served from 2019-2020 as both the Global CMO and as President of the Asia Pacific Operating Group, he was responsible for operations in the Asia Pacific group’s five business units, along with the Company’s Bottling Investments Group. Arroyo served as President of the Company’s Mexico business unit from 2017 to 2018, winning in 2018 the Woodruff Cup, the highest recognition to the best performing unit of The Coca-Cola Company.
  
  Arroyo started his career in 1992 in marketing at S.C. Johnson & Son and worked for two years in the Corporate Office Staff of the Chairman & CEO at Banco Santander in Madrid, Spain.
  
  Manolo earned double major degrees in Business Administration and Law, both from ICADE in Madrid. He loves traveling, mountain biking and DJ music. He co-founded a ski school in 1987 and was ski teacher and competition coach.

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  Edward Bell Edward General Manager, Brand, Insights and Marketing Communications, Cathay Pacific

  Edward Bell is responsible for the development of brand strategy, consumer insights, loyalty marketing and marketing communications for the Cathay Pacific group globally.
  
  Edward has spent the majority of his career in marketing strategy and later as a CEO for marketing and communication consultancies across Asia and Greater China, working for a diverse set of brands and businesses.
  
  A seasoned marketing professional, Mr Bell is the recipient of the prestigious IPA and Jay Chiat awards for marketing effectiveness and strategy and is a regular author and speaker.
  
  Originally from Melbourne Australia, Mr Bell is married with three children, and happily calls Hong Kong 'home'.

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  Cheryl Goh Cheryl Chief Marketing and Consumer Officer, Grab

  Cheryl Goh is part of the early founding team at Grab, where she has been instrumental in shaping one of Southeast Asia’s most recognized and enduring technology brands from inception. A Chief Marketing Officer and Head of Sustainability, Loyalty and Support, Cheryl leads the full marketing remit across Grab’s ecosystem — encompassing product marketing, communications, and growth — while also driving the company’s sustainability agenda and customer experience operations across the region.
  
  Her role spans all of Grab’s business verticals, including mobility, deliveries, financial services, and enterprise, as well as its subsidiaries such as three digital banks and Jaya Grocer, Malaysia’s leading supermarket chain. Cheryl also oversees the full business P&L of Grab’s loyalty programs, making her one of the few CMOs globally who combine deep brand-building expertise with operational and commercial accountability.
  
  Beyond her role at Grab, Cheryl serves as a Board Member of Malaysia Aviation Group and Malaysia Airlines Berhad, sits on the Global Executive Committee of the World Federation of Advertisers (WFA), and advises OceanX Education and Tengah Island Conservation. A Fellow of The Marketing Academy and Acumen, Cheryl is deeply passionate about using storytelling, technology, and creativity to drive progress, inclusion, and sustainability across the region.

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  Emily Ketchen Emily SVP and CMO, Intelligent Devices Group and International Markets, Lenovo

  Emily Ketchen is Lenovo’s Chief Marketing Officer and Senior Vice President for the Intelligent Devices Group and International Sales Organization. She leads global marketing strategy and execution across Lenovo’s Intelligent Devices Group and Motorola – driving growth in brand and product demand, customer insights, sponsorships, and creative direction. She also oversees marketing across international markets spanning EMEA, Asia Pacific, North America, and Latin America.
  
  With over 30 years of experience, Emily has held senior leadership roles at HP, including Head of Marketing for the Americas and Regional Head of Marketing for Asia Pacific/Japan, where she built integrated marketing strategies and led global go-to-market initiatives. Earlier in her career, she held leadership positions at Publicis & Hal Riney, Grey San Francisco, Dell, Poppe Tyson/Bozell Advertising, Falcon Cable TV, and Iberia Airlines of Spain.
  
  Emily is a Board Member of the Association of National Advertisers (ANA) and Outward Bound California. She was also recently recognized by Business Insider as among the 25 most innovative CMOs of 2025.
  
  Fluent in Spanish and French, Emily holds a degree in International Relations from Pitzer College, part of the Claremont Colleges, and studied at the University of Paris, Sorbonne, and IEP.
  
  She lives in San Francisco with her husband and two children.

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  Kory Marchisotto Kory Global Chief Marketing Officer, e.l.f. Beauty & President, Keys Soulcare

  A disruptive force in marketing and beyond, Kory Marchisotto’s renegade spirit, fearless mindset, and bias for action have helped catapult e.l.f. Beauty’s meteoric ascent to 27 consecutive quarters of net sales growth and market share gains, define and activate the company’s game-changing purpose platform, and grow e.l.f. Cosmetics nationally into the No. 1 favorite for Gen Z, and the No. 1 most-purchased cosmetics brand for Gen Alpha and Millennials. A true bold disruptor with a kind heart, Kory continues to show the world that anything is e.l.f.ing possible.
  
  Since joining e.l.f. in 2019, Kory has strategically expanded the e.l.f. Beauty portfolio to include e.l.f. SKIN, Naturium, Well People, Keys Soulcare, created with Alicia Keys, and rhode.
  
  Kory started her career at LVMH and Puig, before spending 18 years at Shiseido, transforming prestige brands and business models across multiple divisions. She was appointed to the Board of Directors of Dutch Bros. in February 2025.

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  Sean Summers Sean EVP and Chief Marketing Officer, Mercado Libre

  Sean Summers is the CMO of Mercado Libre since 2018 and Executive Vice President of Mercado Ads since 2022. Prior to this role, between 2012 and 2018 he was VP of Mercado Libre, responsible for the Marketplace business unit throughout the region, looking after the Marketing, Sales, Product Management and Country Operations teams.
  
  Before joining the Mercado Libre, Sean worked in the UK as Marketing Director for Twinings, the traditional English tea brand, and held various positions at Pepsico in LatAm and UK, his last position being Marketing Director for Quaker and Tropicana UK.
  
  Sean is also a Board Member at World Rugby Events & Media Company (part of World Rugby).
  
  Additionally, Sean supports and collaborates with various educational organizations in the region. He is currently Chairman of Junior Achievement Americas, Governor in Junior Achievement WorldWide and Board Member of CAMPO Garzón.
  
  Sean has a degree in Business Administration from UCA and an MBA from the Stanford University Graduate School of Business.

News

Expert jury

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  Efrain Ayala Efrain Global Creative Partnerships & Inclusive Marketing Director, Marketing Excellence, Reckitt

  Efrain combines nearly 20 years of experience in brand building with a proven track record of shaping inclusive, high-performing marketing worldwide. Efrain brings nearly two decades of experience in strategic communications and brand building, uniting creativity and inclusive marketing to deliver evidence-based marketing solutions that drive growth across Reckitt’s global portfolio of brands.
  
  Their perspective is sought after by leading organizations: they serve as a Global Inclusive Marketing Ambassador for the World Federation of Advertisers (WFA), were selected as a jury member for WFA’s Global Marketer of the Year award, and have judged at major industry forums including the Cannes Lions International Festival of Creativity (Glass Lion, 2023) and the IPA iList (2024). Efrain continues to be recognized as a voice at the intersection of creativity, brand growth, and inclusive marketing.

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  Alexey Bokov Alexey VP, Brand, Product, Content and Experience, Visa

  Alexey is Vice President of Brand Product, Content and Experience at Visa Europe, where he leads the integration of product, brand and content strategies across the region. He joined Visa in early 2021 as Head of Marketing for Russia, before moving into the CEMEA marketing hub team in 2022, and then later progressing to VP Brand Product Content and Experience in Europe.
  
  With more than 20 years of experience, Alexey brings deep expertise in brand building, integrated marketing and content strategy. Before joining Visa. Alexey spent 11 years at Red Bull, where he served as Marketing Director, building and shaping the Red Bull brand. Notably, Alexey launched the Red Bull media network as a secondary content business for their organisation.
  
  Earlier in his career, Alexey worked across the beverages categories, introducing new products in coffee category and developing both global and local brands across Russia and Eastern Europe.
  
  Alexey’s passion is using technology and UX products to enrich everyday consumer lives – underpinned by insights drawn from identity data and behaviour signals for future development.
  
  Now, his focus includes the evolution of AI – shifting from AI as a tool to AI as a service/product

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  Jen Faull Jen Deputy Editor, The Drum

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  Alyssa Fenoglio Alyssa Former VP, Global Head of Digital Commercial, Teva Pharmaceuticals

  Alyssa is a global marketing and digital executive with over 20 years of leadership across the pharmaceutical, medical device, consumer health, FMCG, and digital health sectors. She has led enterprise transformation as VP, Global Head of Digital Commercial at Teva Pharmaceuticals, and previously held senior roles at P&G, Medtronic, Abbott, and Sanofi, as well as at a Best of CES–recognized digital health startup.
  
  Alyssa operates at the intersection of marketing, digital, and AI, with a strong focus on human-first strategy and real-world impact. She advises the World Federation of Advertisers (WFA) AI Council and the Global AI Leaders (GAIL) Network, and is a frequent speaker on modern marketing, digital innovation, and applied AI in healthcare.

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  Adaku Izuka Adaku Team Lead, Brand Strategy, First Bank of Nigeria

  Adaku is a seasoned Marketing and Communications professional with over 13 years of experience executing strategic marketing initiatives and campaigns that showcase the convenience of FirstBank’s products and services, as well as deepen brand loyalty and advocacy. She holds a Post Graduate Diploma in Mass Communications from the University of Lagos and an MBA from Rome Business School.
  
  With skills majorly in Brand Strategy, Internal Communications and Sponsorships, Adaku has a keen eye for creativity and innovation and as a result, she excels at delivering integrated marketing campaigns that resonate with FirstBank Group’s diverse staff and customers globally.
  
  Currently serving as Acting Head, Brand Strategy, FirstBank, Adaku manages the group’s immediate and long-term brand strategy in line with the business strategy for the group. She ensures that the brand and customer journey is shaped to offer seamless, integrated and elevated experiences at all touchpoints.
  
  Outside of work, Adaku vibes a great deal with AfroBeats/R&B music genres, is a social media trends enthusiast and loves thriller movies.

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  eleni kitra eleni Executive Director, Advertising Business Group, Middle East

  Eleni is a business leader, board member, and strategist with extensive experience in technology, media, and advertising. She is Executive Director of the Advertising Business Group (ABG), leading the region’s unified industry voice and driving collaboration, innovation, and responsible advertising practices across MENA.
  
  Eleni is the Founder & CEO of KITRA Inclusive Leadership Partners, and she has held senior roles at Meta (Facebook), Omnicom, Multichoice, and Sony, leading business growth and market expansion.
  
  Recognized among Asia’s Top 100 Women Power Leaders (2023), Eleni is also a board advisor, TEDx speaker, and author of FORCE (2024), a book on leadership and business impact

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  Jane Labuschagne Jane VP, Head of Our LEGO Agency Boston, The LEGO™ Group

  Jane is a business leader with a proven track record of setting up differentiating operating models and leading integrated marketing and advertising strategies. With international leadership experience, team building, strategic and creative skills, she possesses expertise in working in complex matrix teams and an aptitude for optimizing performance and motivating colleagues.
  
  Over the course of her career, Jane has led clients and agencies in Europe and the USA, and has experience across numerous categories including CPG, Automotive, Financial, Health Care, Beauty, Toys, and Technology. Her teams have received numerous creative awards.
  
  Currently, at THE LEGO Group, Jane leads the internal agency Americas hub, which is part of the 400-strong Global LEGO agency with its headquarters in Denmark and hubs in EMEA and Asia. Her ability to visualize success and identify innovative and effective strategies for achieving it has earned her a reputation as a thought leader in the industry.
  
  Originally from Durban, South Africa, Jane has lived in Zimbabwe, Germany, Russia, the UK, and is now a proud US citizen residing in Westchester, New York. She has three children who are in various stages of college and starting their working lives.

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  Kenneth Lim Kenneth Assistant Chief Executive, Marketing Group, Singapore Tourism Board

  Kenneth, Assistant Chief Executive for the Marketing Group at Singapore Tourism Board (STB) since June 2023, oversees global destination branding and marketing efforts. With a career spanning two decades at STB, Lim has held diverse roles including Executive Director of Marketing Planning and leading the Travel Agents & Tourist Guides team. He spearheaded initiatives supporting the tourism industry during COVID-19, including innovative tour experiences and workforce development programmes.
  
  Kenneth’s international experience includes heading STB offices in India and managing Southeast Asia and Oceania operations. He played a key role in developing Singapore's cultural precincts and Integrated Resorts. Prior to STB, Kenneth worked at the Ministry of Foreign Affairs and Singapore Airlines. He holds a Bachelor of Science in Building & Estate Management from the National University of Singapore and an MBA from MIT Sloan Fellows programme.

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  Stephan Loerke Stephan Chief Executive Officer, WFA

  Stephan manages the WFA secretariat, oversees all work carried out on behalf of its members and is the WFA’s main spokesperson. He sits on all WFA public affairs and marketing committees, as well as on the WFA Executive Committee.
  
  Prior to joining WFA, Stephan worked at the United Nations in New York and later in both marketing and management roles at L'Oréal. Combining French and German nationalities, Stephan speaks French, German, English, Dutch and Spanish.

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  Pawan Kumar Marella Pawan Kumar VP Strategic Growth Initiatives, Marketing Capabilities, Innovation Excellence, Unilever

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  Guilherme Martins Guilherme Executive Marketing and Innovation Vice President, Diageo

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  Eloísa Moscardó Eloísa Directora de Publicidad Corporativa, Santander

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  Kok Hwee Ng Kok Hwee Chief Marketing Officer, Zespri International

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  Florian Péquignot Florian Human Resources Vice President Global Brand Building, P&G

  Florian is the HR Leader for the global Brand Function at P&G. His role covers the full HR responsibilities for the 4 Disciplines of the function: Marketing, Communications/ER, Market Research and Design which represents more than 5000 professional. He leads a team of about 20 HR and line resources supporting him across the 5 continents.
  
  In his previous role, Florian was leading P&G’s Global Talent Operations group. He had direct responsibility for a team of 23 Talent professionals as well as indirectly for more than 20 others individuals around the globe. His role was to lead all the Talent Development, HR analytics and Workforce planning efforts for the Company. Those included responsibilities for processes and systems such as performance management, staffing & succession planning, high potentials, goal setting, development planning, employee sensing/engagement, talent pipeline sufficiency, productivity improvement programs as well as HR reporting systems, data and standards. As part of his role, he worked closely with the HR Officer and provides HR data up to the CEO & Board of Director level.
  
  Mr. Pequignot joined P&G in April 2000 and has since held various HR roles at site, country, regional and Global levels across 4 continents. His experiences are both as a HR Generalist as well as a specialist in key HR expertise areas such as Recruiting, Employee Relations, Organization Excellence/development and Talent Management. Through his various assignments, Mr. Pequignot has, among other achievements, helped transform P&G’s approach to Performance Management, designed and deployed a new Career Management system, lead the redesign efforts of one of P&G’s major regions or ensured the effective startup of a country operation.
  
  Before joining P&G, Mr. Pequignot spent more than 2 years in the Swiss Air force reaching a Captain Rank.
  
  Mr. Pequignot holds a graduate degree in Political Science from the University of Lausanne, Switzerland and Kyoto University, Japan. He speaks fluently 3 languages (French, German and English) and has lived in the USA, Japan, Switzerland, Germany and Lebanon.
  
  He is married to Nadine Pequignot, a Senior Financial Officer at the International Monetary Fund in Washington DC.

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  Joel Renkema Joel Global Head of Insights, Inter IKEA Group

  Joel is a global marketing and insights leader who loves helping brands and teams unlock their full potential. With more than 15 years of experience across Procter & Gamble, Reckitt, and now as Global Head of Insights at Inter IKEA Group, he specializes at the intersection of strategy, brand building, and innovation. At IKEA, Joel leads a large, diverse team across the whole value chain, helping to shape the company’s future direction, ensuring the IKEA brand remains iconic across the world for generations to come and driving consumer-centricity in all decisions.
  
  Originally from Australia, Joel has since lived and worked in Singapore, London, and the Netherlands, giving him a truly international perspective on consumers, brands and companies. He is also an active voice in the industry, serving on the Board of the Yale School of Management’s Customer Insights Council and chairing the Insights Forum for the World Federation of Advertisers. Outside of work, Joel is passionate about sport, community, and leadership development—whether it’s leading volunteer initiatives, training for triathlons, or raising three young kids.

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  Prerna Suri Prerna VP, Communications, Asia & Middle East, Sony Music Entertainment

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  Mark Visser Mark Global Head of Consulting, Kantar

  Mark is an expert in portfolio strategy, brand growth planning and organizational design, capability development and team effectiveness. He has worked across marketing, trade marketing and sales across B2C and B2B ranging from consumer packaged goods and retail to services and pharma.
  
  Before joining Kantar, Mark worked for over 15 years as a marketer and consultant at Unilever, Accenture and Cloetta. As Global Head of Consulting at Kantar, Mark leads both the Amsterdam office and the Global Consulting team. Mark initiated and co-authored Kantar’s Blueprint for Brand Growth leveraging billions of behavioural and attitudinal datapoints to unlock insights in how brands truly grow.

Previous winners

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  Marcel Marcondes Marcel Global Chief Marketing Officer, AB InBev

  As global CMO, Marcel has led AB InBev's new brand approach focusing on global “megabrands”, boosting revenue by 3.3%. The company now has eight of the top 10 most valuable beer brands worldwide, including Corona at No. 1 and Budweiser at No. 2. Marcel has firmly positioned marketing as the company’s growth engine, developing a four-part semester on “Marketing for Growth” under the premise that organic growth starts with building effective, powerful brands. Marcel was a finalist in 2023 and was named Global Marketer of the Year 2024.

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  Asmita Dubey Asmita Chief Digital & Marketing Officer, L'Oréal

  Asmita was shortlisted in 2022 and crowned Global Marketer of the Year in 2023. Under Asmita’s leadership, the company has continued to optimise its internal marketing organisation through upskilling and improving the way they work with agencies, influencers and start-ups. Asmita has introduced new A/R beauty services and virtual try-ons for hair and make-up as well as skin diagnosis through AI. The latter attracted more than 40 million users last year.

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  Cristina Diezhandino Cristina Global Chief Marketing Officer, Diageo

  Cristina has re-imagined how the company’s 1,200-strong marketing team works since taking over the top role. She and her team have introduced quarterly plans and small challenge teams to address specific short-term problems. During the pandemic, she focused on enabling consumers to recreate that bar feeling at home, growing the ecommerce business, while also supporting bars and bar staff. She was shortlisted in 2021 and was named Global Marketer of the Year 2022.

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  Conny Braams Conny ex Chief Digital and Commercial Officer, Unilever

  Conny was then Chief Digital and Commercial Officer at Unilever and Vice President of WFA when she was named Global Marketer of the Year 2021. As the FMCG giant’s top marketer, she led the company’s end-to-end digital transformation and identified new opportunities for growth. She believes brands have a responsibility to make sustainable behaviours easy and every day.

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  Marc Pritchard Marc Chief Brand Officer, Procter & Gamble

  Marc Pritchard, Chief Brand Officer at Procter & Gamble, has been consistently recognised as one of the world’s best marketers. He was shortlisted in 2017, 2018, 2019 and named Global Marketer of the Year 2020. Marc sets the company’s multi-billion-dollar media, marketing and advertising strategies and leads marketing innovations for P&G’s portfolio of trusted, quality brands. He has not only boosted P&G’s data-driven capabilities but he has also developed new ‘fix and flow’ agency models as well as ensuring that all communications meet the highest standards on gender equality and diversity.

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  Lubomira Rochet Lubomira former Chief Digital Officer, L'Oréal

  Lubomira Rochet, then Chief Digital Officer at L’Oréal was named Global Marketer of the Year in 2019. The award was recognition of her role in developing a strong push on eCommerce and the accelerated digitalization of media through a massive precision advertising program that has been rolled out in 45 countries. Lubomira also championed the development of digital skills amongst L’Oréal’s marketing teams and the use of AR in “beauty tech” to craft personalised customer experiences. She is currently a partner at JAB Holding Company.

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  Raja Rajamannar Raja Chief Marketing & Communications Officer and President – Healthcare Business, Mastercard

  Raja Rajamannar, Chief Marketing & Communications Officer and President – Healthcare Business at Mastercard, was shortlisted in 2017 and 2018, when he picked up the Global Marketer of the Year title. He has since been elected as President of the WFA and is the author of the Wall Street Journal bestseller Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers.

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  Keith Weed Keith ex Chief Marketing and Communications Officer, Unilever

  Keith, then Chief Marketing & Communications Officer at Unilever, was the inaugural winner of WFA’s Global Marketer of the Year in 2017. He was praised for his work in using the power advertising not just to build brands, but to positively contribute to society, including Unilever's work around gender stereotyping. He is now an independent director on the board of WPP and Sainsbury’s as well as president and chair of the UK’s Royal Horticultural Society.

Industry partner

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  https://www.kantar.com/

Media partner

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  https://www.thedrum.com/

Contact

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  Laura Baeyens

  l.baeyens@wfanet.org
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  Rob Dreblow

  r.dreblow@wfanet.org