Brand Finance Asia Brand Gala 2025 - The Brand Frontier: Asia's Rise to Global Dominance

Alex is an all-rounder on all areas of valuation and quantitative market research but is a technical specialist in the assessment on the return on investment of different brand architecture and brand positioning options. Much of this experience has focused on identifying the brand structures, media investment, media mix and distribution channel management needed to minimise risk and maximise opportunity from any brand changes.

His other area of expertise is the use of market research and brand valuation for licensing strategy and transfer pricing having helped to set up brand licensing teams and structures with many clients.

He is a Chartered Accountant, Chartered Tax adviser and has completed the Advance Diploma in International Tax, with a specialisation in Transfer Pricing. He holds a dual degree in Economics and Environmental Policy from the London School of Economics and has completed training in Data Analysis and Marketing Strategy. He has worked internationally across all continents and in most sectors and now manages Brand Finance's teams and client work across Asia and Australasia.

Mr. Chen Jiehui holds a doctoral degree and a Master of Laws degree. He has previously served in various positions, including Deputy Section Chief, Section Chief, and Deputy Director of the Office of Guangzhou Local Taxation Bureau; Deputy Director of Guangzhou Tianhe District Local Taxation Bureau；Director of the Office of Guangzhou Local Taxation Bureau and State Taxation Administration Guangzhou Taxation Bureau; Vice General Manager and Chief Legal Counsel of Guangzhou Consumer Goods And Services Group Ltd. concurrently serving as Chairman of Guangzhou Daxin Cultural and Creative Development Co., Ltd. Currently, he holds the positions of Vice Chairman, General Managerand Chairman of the Trade Union of Guangzhou Pharmaceutical Holdings Co., Ltd., as well as the Chairman of the Trade Union of Guangzhou Baiyunshan Pharmaceutical Holdings Co., Ltd. Mr Chen Jiehui has extensive experience in strategic management,enterprise management, corporate governance, compliance management.

Adam Newall is Founder and Managing Director of VI360, Brand Finance’s specialist visual identity management unit, which was established in 2003.

Adam has spent the last twenty years supporting global brands through all parts of the visual identity process, from conception through to implementation and evaluation.

He has led global visual identity management projects in more than 30 countries for clients including 3M, Ashurst, Caterpillar, LNG Canada, Ordnance Survey, Nordea, Shell, Tata and Vodafone.

Adam has published a series of reports on Brand Identity Management Best Practice which examines the developments made by business in all sectors over the past 15 years.

Ms. Tu is a seasoned marketing and general business leader with more than two decades experience in marketing and business management in the financial services and fast-moving consumer goods sectors.

At Techcombank, Ms. Tu has overseen the creation of a new vision, \"Change Banking, Change Lives\", and spearheaded innovative marketing strategies that have elevated its “Be Greater” brand into one of the strongest and most trusted in Vietnam.

Driven by her deep love for the Vietnamese people, culture and heritage, Ms Tu is a passionate advocate for Vietnam and helping the nation shine on the global stage. Under her guidance, Techcombank has supported the growth of the Techcombank Ho Chi Minh City and Hanoi International marathons into world-class sporting events.

She is also a member of the Founding Board and Vice President of the Management Board of the Loving Touch Foundation/ Quỹ Chạm Yêu Thương, established to foster caring and connections in society.

Ms. Tu was named in the Campaign Asia’s Asia-Pacific Power List for the second consecutive year 2025, highlighting her position as one of the most influential marketers in the region. She also won a Gold Stevie® Award in the 2025 Asia-Pacific Stevie® Awards for Cross-Media Marketing excellence for her My Own Greatness brand campaign.

In his 30 year career so far with Procter & Gamble and Shell, Rahul has led & grown several multi-billion dollar, global
businesses as P&L head, and helped lead several global brands. Over the years, he has lived and worked in the US,
India, Japan, Singapore, Switzerland and the UK. Rahul is currently the Head of Brand Strategy and Stewardship for
the Shell group worldwide, managing strategy and operations for a brand valued at almost US $50 billion. Under his
leadership and tenure, Shells brand value has grown by over +65% in the last 8 years. He is a recognized expert on
defining and embedding Purpose into organisations, frequently invited to share his thinking in international papers,
conferences and podcasts with other experts (eg. Professor Colin Mayer of the Oxford Business School). The
Authority magazine in the US featured him as a Social Impact Hero (link here) in 2022 and his work was also featured
in a 2023 Forbes article (link here). In 2019, he was one of 25 global business leaders across industries recognized as
‘Internationalist of the year’ for redefining contemporary marketing. He and his work have also been featured in
exclusive chapters for two books (‘101 Great Minds’, 2021; ‘Energy Branding’, 2023). Rahul is a member of the global
CMO Masters Circle (ANA), has won two Cannes awards and was one of 6 CMOs who contributed to the ANA Global
Purpose Handbook. In his early years, he was profiled as one of the top 10 young marketing professionals in India by
the Economic Times, ranked as one of the ‘top 50’ most powerful people in Indian advertising/media/marketing
(Pitch magazine), and featured by CNBC India in their show ‘Young Turks.’ More recently, his passion and success has
been in sponsoring the use of technology (AI in particular) to dramatically reshape marketing in Shell worldwide.
From 2012 to 2016, Rahul was the overall business head of the US $4 billion (~2.5 million tonnes/year) Styrene
chemicals business for Shell, leading global team members located in Canada, USA, Netherlands, Germany, China and
Singapore. He has significant experience in structuring and negotiating large value, multi-year B2B deals ($500m-1b
deal value) and in M&A deals of all forms. He was also an active leader in the global plastics industry, partnering with
customers and Washington DC based industry organisations to encourage recycling and other sustainability
initiatives. Prior to this role, he was the head of the LPG business for Shell in 13 markets (US $1.5 billion) where he
managed about 20 plants in Argentina, South Africa and Asian markets, 1500 people, large distribution chains and
complex government relationships. Rahul has strong training and practical exposure from various board and advisory
roles held with government JVs, listed companies, private sector JVs and non profit intermediaries. From 1995 to
2008, Rahul worked for Procter & Gamble in various marketing roles, leading country, regional and global teams. He
worked for them in India, Japan and Singapore in leadership roles worldwide.
Rahul has first class degrees in Economics and business (MBA) from the University of Delhi. He is an alumnus of
Oxford University, having completed the OUBEP program in Business Economics and also the Economics of Mutuality
program. He is an active learner and has completed multiple online certifications from Yale, Northwestern and John
Hopkins Universities among others.
He is an active member of the community as a Board Director and Committee Chair with the Food Bank SG, while
also advising SMEs, startups and mentoring talent. Married to Geetika (a psychotherapist with her private practice)
and with two teens, Rahul enjoys being outdoors, playing music and cooking. One of his passions is to inspire
organisations and young leaders in the private sector to be more purpose driven, leveraging their skills and resources
to make a real difference to the people and ecology of the planet.

Saurabh is a seasoned strategy leader with over two decades of experience in the hospitality industry,
having held pivotal roles at Marriott International, TSA Solutions, Radisson Hotel Group, and Millennium
Hotels & Resorts, Singapore’s largest homegrown operator of international hotel brands.
In his current role as Interim Chief Operating Officer & Chief Commercial Officer at Millennium Hotels &
Resorts, Saurabh oversees global operating functions ensuring excellence across all facets of the
organization such as Finance, Operations, Commercial, Human Resources, Legal & Development. He is a
key member of the Global Executive Committee, contributing to the strategic direction and growth of the
company. The group’s portfolio of brands includes The Biltmore, Grand Millennium, Millennium, M Social,
Studio M, M Hotel, Copthorne and Kingsgate.
Saurabh joined Millennium Hotels & Resorts in 2019 as Group Vice President, Global Digital Marketing,
Revenue Strategy, Loyalty & Distribution. His focus was on digital transformation, loyalty marketing and
revamping the now multi-award winning MyMillennium loyalty programme. Some of these accolades
include being awarded the second prize for Best Hotel Loyalty Programmes in 2024 (Asia Pacific) at the
Travel + Leisure Southeast Asia's Luxury Awards, as well as winning a Bronze award for Team of the Year
— Brand at The Loyalty & Engagement Awards 2024 by Marketing-Interactive.
During his journey with MHR Saurabh was promoted to Group Senior Vice President, Commercial, in 2021
and Chief Commercial Officer in 2024 to lead Topline Strategy & Technology for the Group across 150
Hotels. His global purview included Branding, Marketing & Loyalty, Revenue Strategy, Distribution, Sales
and Partnerships; Digital Marketing, Digital Innovation & Transformation, responsible for heading the
group’s commercial function across five continents in more than 20 countries and 70 destinations.
Prior to this, Saurabh served as Vice President, Commercial, Asia Pacific at Radisson Hotel Group, where
he led Sales, Marketing, Revenue Management, Analytics, Digital, Distribution, and Loyalty functions for
over 200 hotels in the region. His leadership was instrumental in driving strategic growth and achieving
EBITDA targets.
At TSA Solutions, as General Manager & Vice President, Asia Pacific, Saurabh managed cross-functional
teams, including Sales, Operations, Product Marketing, Service Delivery, HR, and Finance, delivering
comprehensive consultancy services to the hospitality sector.
Saurabh’s 15-year tenure at Marriott International saw him in leadership roles across Mumbai, Goa, Kuala
Lumpur, Beijing, Shanghai, and Singapore. A graduate of the Marriott Voyage Management Development
Program, he was honored with the Revenue Leader of the Year Award, Revenue Management Team of the
Year Award, and the Chairman Circle Award.
A Certified Hospitality Digital Marketer (CHDM), Saurabh holds a Bachelor’s (Hons) degree in Hospitality
Management from the University of Huddersfield, UK, in partnership with IHM Aurangabad, India. Saurabh
is also certified with Strategic Leadership certification from Cornell University.

Andrew is Vice President of SingTel’s Group Corporate Sustainability since 2013. He is a member of the Industry Sustainability Advisory Committee for the Singapore Institute of Technology and previously served on the Singapore National Council of Social Services 4ST Strategic Committee helping to shape the strategic roadmap for the Singapore social services sector. He is an accredited leadership coach and had coached over 180 of the Group’s talent and leadership since 2013. Prior to 2013, Andrew led various diverse senior leadership positions across the Singtel Group in Singapore, Philippines and Australia.

Under his early stewardship in 2013, sustainability was expanded to include community impact and social innovation, climate action, people and future of work and sustainable value creation. In 2014, Singtel first pioneered climate risk scenario planning and adaptation in Australia and Singapore and was the first company in Asia (ex-Japan) to have science-based emission targets approved by SBTi in 2017. In 2019, the Singtel Group committed to Net Zero by 2050, and this was advanced to 2045 in 2023.

Over the years, Singtel has been recognised in various National and Global sustainability awards such as Singapore President’s Award for the Environment (2019), President’s Award for Social Enterprise Champion of the year (Corporate) 2021, Corporate Knights Global 100 World’s Most Sustainable Companies (various years), Steward Leadership 25 Award (2023) and was the inaugural winner of the Sustainability Impact Awards – Impact Enterprise of the Year Large Enterprise (2023). In 2025, Andrew was also named No 1 Sustainability Leader in Telco by the Impact Leadership Magazine.

Kelly Ryan helps organisations build brands that inspire loyalty, drive impact and stand the test of time. She is the Global Chief Brand Officer at Tata Consultancy Services (TCS), a digital transformation and technology partner of choice for industry-leading organisations worldwide. Kelly leads brand strategy for one of the world’s most valuable IT services companies, the second ever in the industry, to surpass the $20 billion in brand value.

Philip See is the Group Chief Sustainability Officer and
Chief Executive Officer of Loyalty and Travel Services at
Malaysia Aviation Group (MAG) . He previously served as
CEO of Firefly, a wholly owned subsidiary of MAG, from
January 2019. Philip began his career with Malaysia Airlines
in 2007 in the Transformation Management Office and
rejoined the company in 2015 as Head of Strategy,
Network, and Fleet . His professional experience spans
multiple sectors, including working as a consultant and
serving in government as a financial analyst . He holds an
MEng in Chemical Engineering from Imperial College
London, UK

Veetika Deoras is a seasoned professional with 23 years of cross-sectoral experience across Hospitality, Retail, Financial Services, Telecom & Consumer Goods.

She has worked in various companies like - A Titan Company, Tata Capital, Starbucks and is now as the Senior Vice President for Brands and Marketing at The Indian Hotels Company Limited.

Veetika has led teams across Digital Strategy, Data and Analytics, Business Planning, Strategic Planning, Product Management, Consumer Strategy, Brand and Marketing Management and PR.

In her role, she is responsible for strategically managing all the marquee brands in the IHCL portfolio, including Taj - recognized as World’s Strongest Hotel Brand and India’s Strongest Brand in 2025 by Brand Finance. She is also responsible for the various marketing initiatives, launching various brands, digital strategy, consumer strategy, campaigns, customer initiatives, the loyalty program, and other membership programs of IHCL.

She is a Fulbright Fellow from Carnegie Mellon University - Tepper School of Business and her work has won many awards and shortlists including the prestigious Cannes.

She is a great advocate of diversity and is passionate about mentoring women to help them achieve their potential. She loves the outdoors and is an avid sportsperson.