2023 Judge's Profile

Shu Qi Fu

Head of Brand Communications Director, Global SK-II and AMA  Skin and Personal Care Issues & Crisis Management

Procter & Gamble

A passionate brand builder and storyteller, Shu Qi helms Global Brand Communications for global prestige skin care brand—SK-II, Procter and Gamble’s multi-billion-dollar prestige beauty business. Shu Qi builds the brand’s relationships with global and regional publishers, influencers and key opinion leaders and leads diverse teams across SK-II’s eleven markets to drive disruptive pull media orchestrations for the brand’s most watched brand and product campaigns including award winning #ChangeDestiny campaigns, Face The Wild, Face The Camera with National Geographic, Bare Skin Project, Bare Skin Chat with James Corden, Naomi Watanabe as well as influencer programs. She is also on the steering committee for SK-II’s sustainability efforts to ensure every drop, bottle and act counts towards creating a ripple towards positive change as a force for good and growth.

Prior to SK-II, Shu Qi managed Corporate Communications for P&G Asia and led Brand Communications for P&G Beauty & Grooming in Singapore, Malaysia and Indonesia, driving brand building campaigns for key beauty & grooming brands such as Gillette, Pantene, Head & Shoulders as well as multi-brand CSR campaigns such as P&G Thank You Mom.

Shu Qi graduated with a Bachelor of Business (Honors) from Singapore Management University and currently resides in Singapore.