Nine fintech-focused chief marketing officers (CMOs) have been named among the most influential and purposeful marketers in Asia-Pacific (APAC), recognized by Campaign Asia-Pacific and DoubleVerify for their ability to adapt to a rapidly evolving landscape.
Featured in the 2025 Asia-Pacific Power List, a curated selection of the region’s top marketing executives, these leaders are celebrated for their resilience, purpose-driven leadership, and ability to drive meaningful transformation. They are reshaping APAC’s marketing landscape, setting a new benchmark for influence, innovation, and inclusive leadership.
Astrud Burgess, CMO, ANZ Group; General Manager of Data, Marketing, and Customer Experience, ANZ New Zealand, New Zealand
Astrud Burgess is the CMO of ANZ Group and General Manager of Data, Marketing, and Customer Experience at ANZ New Zealand. She is also a member of ANZ New Zealand’s Leadership Team, Board Chair of Dot Loves Data, and a Board Member of Cashrewards.
As GM of Data, Burgess is responsible for ensuring ANZ effectively leverages data and analytics to create real competitive advantage. This is an end-to-end role including establishing strategic priorities, building the bank’s data infrastructure, and developing the human, financial, technical, operational, cultural and governance capabilities needed to achieve its data ambition.
As GM of Marketing, Burgess is responsible for the continued growth and development of New Zealand’s leading financial services brand. She leads all brand and marketing initiatives across ANZ’s New Zealand’s business, including retail, business, corporate, agri and institutional banking, as well as the bank’s sponsorship activities.
Burgess’ career spans more than 20 years of marketing and data roles in both New Zealand and the UK, and includes senior positions in banks, finance companies and advertising agencies.
Cheryl Goh, Marketing and Sustainability, Founding CMO at Grab, Singapore
Cheryl Goh is a founding team member and current leader of Marketing, Loyalty, and Sustainability at Grab. She oversees marketing strategy across all Grab verticals, including financial services, mobility, deliveries, and enterprise, leading a regional team of over 500. She also heads Grab’s marketing center of excellence, supporting its subsidiaries, including three banks and a major Malaysian supermarket chain.
Beyond her role at Grab, Goh also serves as a Board Member of Malaysia Aviation Group and Malaysia Airlines Berhad. She is also on the Global Executive Committee of the World Federation of Advertisers (WFA), an Advisory Board member of OceanX Education, and a committee member of Tengah Island Conservation. She is a Fellow of The Marketing Academy and Acumen, and is passionate about using technology, and creativity to drive progress and sustainability across the region.
Goh has been consistently recognized as a leading marketer in APAC. She was featured in the Asia-Pacific Power List in both 2020 and 2021 and named to Influence 100 for three consecutive years from 2019 to 2021. In 2020, she received a Women Leading Change Award, further affirming her impact as a female leader in the industry.
Danielle Jin, Senior Vice President, CMO, APAC, Visa, Singapore
Danielle Jin is the Senior Vice President and CMO for APAC at Visa, where she leads brand, product, and client marketing strategies across 17 markets and seven regional clusters.
Since joining Visa in 2016, Jin has held key leadership roles from Shanghai, including overseeing marketing for Mainland China, Hong Kong, and Taiwan. She led Visa’s Asia Pacific Centre of Excellence for cross-border strategy and campaign development, focusing on data-driven marketing to support regional business growth.
A strategic leader and digital expert, Jin brings extensive marketing experience across both the US and APAC, with a proven ability to operate across cultures and industries.
Before Visa, she spent over five years at PepsiCo, where she held senior marketing roles, including Vice President of Marketing and Category VP for Greater China Beverages. Her earlier career includes roles at Ghirardelli, McKinsey and Company, and Unilever.
Haymans Fung, Global Head of Marketing, Standard Chartered, Hong Kong
Haymans Fung is the Global Head of Marketing at Standard Chartered, where she leads end-to-end marketing strategy across some of the bank’s largest and fastest-growing retail markets, including Hong Kong, Singapore, China, India, Korea, the United Arab Emirates (UAE), and Taiwan.
In this role, Fung provides strategic leadership in developing the global marketing strategy, striving to accelerate the growth of the bank’s wealth and retail banking business, as well as reinforce its position as one of the leading international wealth managers for affluent customers. She oversees a diverse team of nearly 100 professionals and drives effectiveness through omnichannel strategies that integrate traditional outreach with cutting-edge digital, artificial intelligence (AI), martech, and fintech solutions.
Before joining Standard Chartered, Fung served as the Chief Customer Officer at Mox Bank, a leading virtual bank in Hong Kong. Joining just six months after its launch, she played a pivotal role in scaling Mox Bank’s customer base by 2.5 times in 18 months, while also steering initiatives that earned multiple international design accolades.
With over 20 years of experience, Fung has earned more than 200 international marketing and advertising awards. She holds certifications in Corporate Innovation, Scrum, Digital Marketing, and Platform Economy.
Jaslin Goh, Director of Marketing, Communications and Data, Octopus, Hong Kong
Jaslin Goh is an award-winning strategist, management and an intuitive data driven business leader, currently serving as Director of Marketing, Communications, and Data at Octopus in Hong Kong. Reporting directly to CEO Tim Ying, she oversees three core functions: marketing, corporate communications, and data. She’s tasked with consolidating brand, loyalty, and planning efforts to support Octopus’s growth in fintech and payments both locally and in international markets.
Goh brings a strong track record of driving innovation and commercial growth in both startup and established environments. Before Octopus, she was APAC Vice President of Marketing at foodpanda, overseeing 11 markets in Asia, including Singapore, Hong Kong, Taiwan, Thailand, Malaysia, Bangladesh, Pakistan, Cambodia, Laos, Myanmar, and the Philippines. She led the regional marketing function and collaborated closely with local marketing directors to foster growth and enhance brand affinity across the region.
Prior to foodpanda, Goh was the CMO of mobile payment service PayMe at HSBC, heading the marketing, design and customer experience functions. At HSBC, she played a pivotal role in launching and scaling fintech initiatives, including the virtual bank and PayMe. Under her leadership, PayMe grew from 1 million to 3 million users, expanded its merchant base through partnerships, and became a household name in both person-to-person (P2P) and person-to-merchant (P2M) payments.
Julie Nestor, Executive Vice President, Head of Marketing and Communications, APAC, Mastercard, Singapore
Julie Nestor is the Executive Vice President, Head of Marketing and Communications, APAC, Mastercard, based in Singapore. Nestor leads Mastercard’ integrated marketing and communications team across the region, shaping brand strategy and reputation for the company’s diverse stakeholders including governments, financial institutions, merchants, and consumers. She also serves as the Co-Executive Sponsor of the Asia Pacific ADAPT business resource group, which aims to make Mastercard an employer of choice for people with disabilities.
With over 25 years of experience in marketing leadership across financial services, technology, and hospitality, Nestor has built a career delivering full-funnel marketing strategies that drive both brand and business impact. Her career includes leadership roles at American Express, eBay, Hilton, and Manulife.
Her earlier work includes launching a mobile payments solution supporting key digital wallets, transforming eBay’s marketing strategy to withstand Amazon’s market entry, and developing a co-branded product with David Jones that captured over 20% of new credit card applications in its first year.
At Mastercard, Nestor has elevated consumer engagement through the company’s signature Priceless platform, integrating digital-first approaches, experiential marketing, and multisensory branding. She is also a driving force behind Mastercard’s inclusive design thinking, leading award-winning campaigns such as Touch, Australia’s first feature-length pictureless film, and the creation of a wheelchair ballkid program that enabled children with disabilities to participate in professional tennis events.
Neil Trinidad, CMO, GCash, Philippines
Neil Trinidad is the CMO of GCash, the Philippines’ leading finance app and digital cashless ecosystem. With over two decades of experience in marketing, general management, and sales across fast-money consumer goods (FMCG), tech, e-commerce, and fintech, Trinidad has played a pivotal role in elevating GCash as a household brand and a driver of financial inclusion.
Recognized as one of Asia’s top marketing leaders, Trinidad was named APAC Tambuli Awards Chief Marketing Officer of the Year in 2021 and included in Campaign Asia-Pacific’s CMO Power List for three consecutive years from 2023 to 2025. Under his leadership, the GCash marketing team earned the Marketing Team of the Year award at the APAC Tambuli Awards in 2025.
Before joining GCash, Trinidad served as CMO of Lazada Philippines, and earlier held key roles at Google Philippines, where he partnered with clients in the telco, travel, and quick service restaurant sectors. He also spent a significant portion of his career at Unilever, managing local, regional, and global marketing initiatives.
Trinidad is also the Co-Founder of The Feel Good Food Group, an e-commerce health food delivery business with four brands: Ketos of Manila, Eat’s Life Manila, The Sugar-Free Bakery, and Get Well Soup.
Stephanie Ng, Managing Director, Global Head of Marketing for International Wealth and Premier Banking, HSBC Bank, Hong Kong
Stephanie Ng is the Managing Director and Global Head of Marketing for HSBC’s International Wealth and Premier Banking (IWPB). Based in Hong Kong, she oversees HSBC’s IWPB brand and marketing strategy, creatives and delivery globally, and shapes the bank’s marketing efforts targeted at affluent and high-net-worth individuals, with a strong focus on digital innovation and customer-centricity.
Prior to HSBC, Ng was with Meta where she led APAC financial services initiatives across the firm’s family of apps. Prior to her role at Meta, she was the Executive Director for Credit Cards at Standard Chartered Bank, managing P&L and leading successful teams in cards, payments and unsecured lending businesses in Singapore, Malaysia and globally for the Bank. She has also held senior level positions with Mastercard and AIG Insurance.
Ng brings more than 20 years of experience in marketing, business strategy, propositions, strategic partnerships, product innovation, portfolio management and customer loyalty. Her marketing leadership has earned her numerous recognitions, including being named a Finalist for Campaign Asia’s Chief Marketer 2023, a Women to Watch APAC 2023 honoree, a member of Campaign Asia-Pacific’s Marketing Power List 2024, and one of PRovoke Media’s Innovator 25 APAC in 2024.
Tammy Thi Phan, Chief Digital Marketing Officer, Masan Group, Vietnam
Tammy Thi Phan is the Chief Digital Marketing Officer (CDMO) at Masan Group, one of Vietnam’s leading private sector conglomerates with a diverse portfolio in FMCG, retail, food and beverage, and finance. In her role, she leads the digital transformation of marketing across brand, performance, and personalization, driving innovation and growth in one of Southeast Asia’s most dynamic consumer markets.
Phan brings over two decades of global experience across strategy consulting, partnerships, marketing, and sales. Her career spans major international companies including Google, American Express, Accenture, and Boston Consulting Group (BCG).
At Google, Phan served as Head of Marketing, working closely with government, civic organizations, and corporate partners to accelerate digital adoption in the country. She also led strategic product and channel partnerships across Southeast Asia, supporting business-to-business (B2B) startups, technology companies, and agencies in their growth through Google Ads and digital tools.
Prior to Google, Phan worked at American Express, where she drove new partnership business development across APAC. She also has management consulting experience in the US and Asia with Accenture and BCG.
Featured image: Edited by Fintech News Singapore, based on image by jamesteoh1976 via Freepik
