WFA’s Asia Advisory Board invests in the next generation

To ensure that the marketers of tomorrow are equipped with the right skillset to champion better marketing, WFA is bringing Asia's leading CMOs into classrooms. The focus: to show that marketing is not a support function, bu the growth engine of modern marketing. The new WFA programme, called Executive in Residence, is being rolled out in partnership with Singapore Management University (SMU) and Nanyang Technological University (NTU Nanyang Business School).

The new WFAprogramme is being led by Josephine Tan, Vice President, Digital Hub Asia Pacific at Diageo, and Lex Bradshaw-Zanger, Chief Marketing & Digital Officer, SAPMENA Region at L'Oréal Groupe on behalf of WFA's Asia Advisory Board.

Members of the Board and senior marketers from across the WFA network will now have regular opportunities to engage with students, helping to connect classroom learning with the realities of marketing today.

The collaboration provides unmatched access to leading industry voices and integrates with the school's curriculum and career development. It is being co-created with faculty and senior professors to ensure it aligns with both student needs and what WFA members can offer.

Students will gain insight into leading a marketing organisation today, with an eye on tomorrow, and behind the scenes of how renowned brands operate across markets. They will also develop a broader perspective on how seasoned marketers respond to evolving consumer expectations, technological change, and shifting business priorities.

"The world of marketing is becoming increasingly complex, and, at times convoluted. That's why it's so important to bring the latest real-world applications and perspectives into the classroom, helping to bridge the gap as the next generation of marketers and business leaders prepare to enter the workforce. This ensures a pipeline of talent that is not only academically grounded but also equipped to navigate real-world challenges as much as possible from day one," said Josephine Tan at Diageo.

"Inspiring aspiring marketers matters because our profession faces headwinds - from cost pressures, technology and automation, to losing its 'cool' factor to other careers", added Lex Bradshaw-Zanger from L'Oréal Groupe. "We're speaking not just to business and marketing students, but to engineers, data analysts and creatives too - because tomorrow's marketing teams will be multidisciplinary. By sharing real cases, hard trade-offs and personal stories, we reframe marketing as the place where customer insight, technology and creativity meet to drive sustainable growth - far beyond just communications and advertising."

Leading educators from SMU and NTU have welcomed the contribution made by WFA members.

"The partnership with WFA through the Executive in Residence programme has been really valuable, giving us access to senior marketing leaders. In just a couple of months, WFA members have already participated in several events, including a panel discussion on data privacy and a session on the impact of AI in marketing. We look forward to many more such engagements, which we believe will deepen the school's collaboration with the industry and enrich student learning," said Ramanathan Vythilingam, Associate Professor, Nanyang Business School at NTU. 

"This collaboration reflects a shared belief in practice-oriented education, where theory is continually tested against real-world complexity. What makes it particularly meaningful is the two-way exchange it enables: industry leaders share how they are navigating shifts such as AI, while also gaining insight into how the next generation of marketers is thinking," added Shantanu Bhattacharya, Deputy Dean (Education), Lee Kong Chian School of Business, SMU.

Rupen Desai, CMO & Venture Partner, Una Terra and WFA's Regional VP for Asia Pacific, agreed that the exchange was more than just one-way, with marketers inspired by students' fresh outlook. "Not only does motivating the next generation ensure our industry remains innovative, resilient, and ethical, it is also a positively selfish choice for all senior marketers: nothing teaches you more than teaching others! This isn't just about giving back beyond one's individual achievements - it's also about taking back a fresh, curious, open and creative mindset from the next generation."

For more information on the programme and WFA's Asia Advisory Board initiatives, reach out to Laura Forcetti at [email protected] and Chrystal Yeong at [email protected]