Bernard Cheng is moving on to a new challenge after more than 20 years leading some of the region's biggest global brands, joining Netflix as senior director of marketing for Southeast Asia and Greater China, based from Singapore.
“After 24 years in the FMCG and F&B retail industry, this is a great opportunity to embrace new challenges and a new learning environment in entertainment – an industry I’m deeply passionate about,” Cheng tells Campaign Asia. “Netflix is at the forefront of creating culture, not just participating in it. To lead this journey for SEA and Greater China is both humbling and exciting.”
In his new remit, Cheng will drive Netflix’s marketing strategy across the region while spearheading emerging initiatives such as Netflix Live and Gaming. Learning from audience pain points and past successes and failures to shape future growth, Cheng hopes to build new insights into local content preferences.
Named to Campaign Asia's Power List in 2025, Cheng joins from PepsiCo, where he was appointed CMO of Asia Beverages in 2024, overseeing such well-known brands as Mountain Dew, Mirinda, 7Up, Aquafina, Lipton, and Pepsi. During the first year of his tenure, Cheng immersed himself in creative excellence as PepsiCo landed 18 Cannes Lions – including a Gold and seven Silvers – the FMCG giant’s best‑ever showing at the festival. The brand was later recognised in Forbes Thailand’s list of top‑performing companies in 2025, cementing its position in Thailand as the first quick-service restaurant brand to open branches in all 77 provinces as of March 2026.
Outside of his corporate role, Cheng has spoken out on creativity’s role in shaping culture and the marketing industry. He spoke at Cannes Lions in 2025 and earlier this year served as head of jury member at the APAC Effie Awards.
