Staff Writer
Aug 24, 2022

Jan-Paul Jeffrey: What does it take to truly change the game?

Spotify’s head of marketing for Southeast Asia on how a “creative as usual” mindset can push brands to do bigger, better, things.


This is part of a video series for the Asia-Pacific Power List 2022, created in partnership with Twitter as part of their global #LeadersforGood initiative.

As head of marketing for Southeast Asia at Spotify, Jan-Paul Jeffrey is a proponent of taking a “creative as usual” approach, rather than the standard “business as usual.” Above all else, Jeffrey believes that a deep understanding of one’s consumers — their needs, wants, and habits — is the basis of game-changing marketing. This foundation, along with a creative and out-of-the-box mindset, drives Spotify’s mission to constantly improve its product and to deliver fewer, bigger, better, and different experiences to its consumers.

Watch the video to learn more and read about Jeffrey’s insights on partnerships and collaborations.

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