Your next competitive advantage is
already inside your organisation.
If you lead marketing you, quite rightly, look everywhere for competitive advantage. Budget, agencies, tech stack, innovations.
In the age of AI, aiming for speed with factured foundations only leads to a bigger, more confident, mess.
The competitive advantage you're looking for is already inside your organisation.
The pattern.
Having spent 20 years steering powerhouse brands like Coca-Cola, Pantene, and Olay across global markets, I discovered a recurring pattern for marketing success.
Regardless of the region or category, the formula remains constant: align team capabilities, refine operational architecture, and foster deep engagement.
When you optimize these internal pillars, growth in revenue and market share naturally follows.
My approach blends the discipline of data-driven science with the creative agility needed to navigate complex business landscapes.
I help you transform these theoretical principles into practical, high-impact results for your organization.
The Proof.
The proof is found throughout two decades of results at Procter & Gamble and The Coca-Cola Company. Some highlights:
From YOY decline to sustainable growth with +25pts of employee Engagement
A total overhaul of the business unit's capabiltiies, architecture and engagement. The business returned to profitable growth for the first time in 7 years, alongside a 25-point employee engagement increase.
From 10 Years of decline to top profit contributor in the region
Returned the ANZ haircare portfolio to topline, share and profit growth after a decade of decline, by resetting the business, innovation, communications and operations models. It became the region's most profitable market and category cluster.
Globally highest AI adoption at 95%
Engagement to adoption to active application in Marketing workflows across 150+ marketers in 20 diverse APAC markets. Productivity and speed increased across the board.
World-class Storytelling & Design Thinking
Designed, delivered and systemised Storytelling & Design Thinking capability programming and frameworks that scaled regionally and then globally. Grew revenue and distribution through increased buy in and NPD optimisation.
Doubling industry awards won to >100
Improved creative capabilities and engagement more than doubling the industry recognitions, including a Cannes Lion of the ASEAN & South Pacific Marketing team.
From challenger to #1 market position
Head & Shoulders in Indonesia, taken from challenger to the number one share position. The challenger model built in partnership between global franchise and local market cross functional teams was then scaled globally.
What leaders I've worked with say.
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"Susan has a rare ability to turn complex strategy into compelling narratives that drive action. She was instrumental in strengthening marketing capability and leadership effectiveness across a highly complex organization."
Elif Kaypak, VP Marketing, ASEAN South Pacific OU,
The Coca-Cola Company.
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"Susan excels at translating strategy into sustained momentum within organizations. She has a distinctive ability to navigate ambiguity, engage and inspire others, and unlock the potential of leaders and teams."
Franck Salmon, Global Senior VP, Marketing Transformation, The Coca-Cola Company.
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"I had the opportunity to partner closely with Susan to design our marketing transformation. Susan combines strong storytelling with real execution, and has a unique ability to build capabilities."
Demi Kazasi, Global Senior Director Marketing Transformation & Capabilities, The Coca-Cola Company.
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“Storytelling is such a key competency and the program you put together for the entire regional team at Coke was first-rate, tailored perfectly to our specific business and functional needs. Most importantly, months afterwards, I still hear people putting the skills and techniques into practice... you're a joy to work with.”
Russell Mahoney, VP Corporate Affairs & Communications, ASEAN South Pacific OU, The Coca- Cola Company.
Let's talk.
I personally design and deliver custom solutions and bespoke programs across Capabilities, Architecture and Engagement to accelerate your teams results.