2023 Judge's Profile

Hemanth K Jayaraman

Head of Marketing – Loyalty & Travel Solutions

Malaysia Airlines (Malaysia Aviation Group)

With over two decades of experience and expertise in branding and marketing, Hemanth Jayaraman brings extensive expertise across the marketing suite, having held various leadership positions in renowned companies and agencies.

Prior to his current role as the Head of Marketing for Malaysia Aviation Group’s Loyalty and Travel Solution business unit, he served as the Managing Director of DentsuX in Malaysia, where he joined the media service line executive committee in May 2021.

Before his time at Dentsu, Hemanth contributed his skills and knowledge to Moet Hennessy Diageo Malaysia, working in the marketing and commercial department. His achievements during this period included effectively navigating the challenges of the pandemic to maintain brand shares, volumes, and awareness for the core brand portfolio, particularly Hennessy VSOP, in Malaysia.

Preceding his tenure at Moet Hennessy Diageo Malaysia, he spent over two and a half years at PepsiCo, where he held the role of Tropicana activation lead for the APAC region. In this capacity, he successfully led and supported multiple markets in achieving growth in value, volume share, and profitability. Prior to this role, he served as the marketing and commercial manager for Lipton RTDT, overseeing Malaysia, Singapore, and Mongolia.

Additionally, he established Switch Strategies, a boutique agency specialising in brand strategy, in 2012. As the founder and former brand strategy director, he successfully managed prestigious brands such as Audi, Lamborghini, UOB, and Hong Leong. The agency also served as the incumbent activation agency for Johnnie Walker Malaysia. After a fruitful five-year period, he made the decision to sell the agency and embark on his ongoing pursuit of driving successful brand strategies.