Staff Reporters
Sep 15, 2022

Asia-Pacific Power List 2022: Sindhuja Rai, Mondelez

A huge DEI advocate within the company and the wider industry, Rai and her team have played a key role in driving the snack brand to success.

Asia-Pacific Power List 2022: Sindhuja Rai, Mondelez
Asia-Pacific’s 50 most influential and purposeful marketers

Sindhuja Rai

Global media investment and AMEA CX lead
Member since 2021

Overseeing global media investment for Mondelez International, Sindhuja Rai’s focus is on improving global media spend ROI across well-known brands such as Ritz, Oreo, Triscuit, Trident and Cadbury. She makes a return to the Power List for the second consecutive year.

For the fifth year in a row, Rai and her team continue to achieve media ROI growth of over 10% year-on-year, placing Mondelez in the top quartile among its F&B competitors. Last year the ROI improvement agenda was driven by creative excellence and meaningful and engaging brand activations with consumers, under the Mondelez approach of 'humaning' marketing—a consumer-centric approach to marketing that aims to create real, human connections with purpose. 

Rai’s role also includes driving new partnerships and collaborations, such as embedding a new production model and a collaboration with S4 capital across AMEA. She has also led negotiations with Google and Facebook on global media joint business partnerships in addition to engaging them on industry issues like cross-media measurement and attribution.

One of Rai’s most passionate agendas has been fostering diversity, equality and inclusion. She mentors and coaches future women leaders within Mondelez, which has a higher-than-average female ratio of 70% and has been actively involved with Campaign’s Women Leading Change awards. 

In 2020, she was tapped by global HR and marketing leadership to be a coach for developing cross-functional talent in AMEA. Since then, she has led the development of scaled local staff training on key topics like personalisation, data-driven marketing, social media management and media excellence.

Prior to joining Mondelez in 2018, Rai earned her stripes working across a variety of media agencies at IPG, Publicis, Havas and WPP in India.

Asia-Pacific’s 50 most influential and purposeful marketers


Campaign Asia

Related Articles

Just Published

1 hour ago

Asia-Pacific Power List 2024: Edward Bell, Cathay ...

Soaring to new heights, Bell has navigated the turbulence of the past year with finesse. With a return to profits and brand awareness scores climbing by 16%, the airline's ascent is undeniable.

2 hours ago

Fresh colours, new fonts: Inside Crunchyroll's rebrand

Merging classic with contemporary, the anime streaming service brings the focus on the fun and joy of anime with new visual assets.

2 hours ago

Tech On Me: What Disney's leak tells us about ...

This week, we cover the hack on Disney's internal communications, how a loophole in TikTok is putting minors at risk, and how workers suffer during Amazon's Prime Day among other tech headlines in the region.

3 hours ago

Arthur Sadoun on defying doubters, Q2 revenue ...

Publicis CEO talks to Campaign at Q2 results.