Asia-Pacific Power List 2024: Lex Bradshaw-Zanger, L'Oreal

Lex Bradshaw-Zanger 

Chief digital & marketing officer, South Asia Pacific, Middle East & North Africa (SAPMENA)
L’Oreal
Singapore
New Member 

A force to be reckoned with, Lex Bradshaw-Zanger is chief digital & marketing officer of the largest cosmetics and beauty company in the world. Prior to L’Oreal, his marketing and digital transformation expertise was honed at major global brands like McDonald's and Meta in Europe after working agency-side for the likes of WPP and Publicis. Bradshaw-Zanger joined L'Oreal in 2016 as chief digital officer for the Middle East and North Africa region, continually growing his role into the marketing sphere and into South Asia Pacific. It now comprises over 35 vibrant markets that encompass some of the globe's fastest-growing consumer groups.

Under his direction, the brand's digital and marketing team navigates the intricate symphony of the marketing world with grace, weaving together media, technology, data and consumer insights. Bradshaw-Zanger’s conducting of this modern marketing orchestra ensures L'Oréal's diverse brands resonate with its varied consumer base. Since stepping into his role, the region has flourished, outperforming market growth and rapidly innovating its ecommerce businesses over the past year through new avenues like TikTok, live streaming and integrated data-driven approaches. These efforts help to retain the brand's influence as a market innovator and draw the attention of younger demographics.

Offstage, Bradshaw-Zanger lends his virtuosity to start-ups and mentorship programs, sharing his marketing expertise and profound industry insights. His commitment to giving back is reflected in the role he plays as adviser to several start-ups, and external and internal mentorship programs, including The Marketing Leadership Masterclass, School of Marketing, The Marketing Academy Scholarship, WPP Creative Technology Apprenticeship and The Marketing Society Mentor.