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Anjali Madan Takes A Southeast Asia Role At Mondelez

Ad Tribe! Bureau2 min read
A chocolate bar and a rising line on a card, as halftone cutouts, for Anjali Madan moving to a Southeast Asia role

Mondelez International has elevated Anjali Madan to consumer experience lead for Southeast Asia, moving up from director of consumer experience in India.

  • New role: consumer experience lead, Southeast Asia, Mondelez International
  • Previously: director, consumer experience, India
  • At Mondelez since: January 2018, joining as senior manager and becoming director in August 2022
  • Focus areas: digital excellence, data-driven marketing and marketing return on investment

What Anjali Madan Has Been Doing

The India work has centred on digital excellence, data-driven marketing and improving marketing return on investment, which is a specific brief rather than a general marketing one. It is the part of the function that has to prove itself in numbers.

Announcing the move on LinkedIn, Madan said the plan is to work with teams across the region, explore new opportunities and create meaningful consumer experiences across Southeast Asia.

The Agency Years Are The Other Half

Before Mondelez, Madan was partner for strategy at Mindshare, leading strategy for Unilever India's personal care category. Earlier still, as general manager at Madison Media's Pinnacle, Madan led integrated channel communication for Mondelez International itself and ran a team of more than 50 people.

That is an unusual sequence: running the agency side of an account and later running the client side of the same company. It tends to produce a marketer who knows exactly which agency answers are real and which are padding.

Why A Regional Role Is A Different Job

India is one market with enormous internal variety. Southeast Asia is many markets with different retail structures, different media mixes and different platform habits, and a regional consumer experience brief has to work across all of them without flattening them.

The earlier career covers media strategy, planning and brand activation across Virgin Mobile India, TVS Motor Company, Lintas Media Group, Mindshare Fulcrum and Grey Worldwide and Mediacom, which is a broad enough base for that kind of spread. More people moves.

#mondelez international#people moves#fmcg#anjali madan#consumer experience
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