Dhiren has recently joined NTUC Income as their CMO, across markets and channels. He is a seasoned marketer with extensive experience in managing brands across Asia.
He was previously the CMO, Asia for Kraft Heinz, managing a $1B portfolio across China, Indonesia, India, Thailand, Malaysia and other SEA markets. His responsibility spanned brand marketing, insights, media and R&D and a team of more than 120 people. During his time, the local jewels – ABC in Indonesia, Guanghe and Masters in China went through brand transformation through refreshing the propositions and significantly expanding the portfolio through innovations, resulting in a stronger single-digit topline growth over 2+ years in the region. Some of the more notable achievements were driving “gender equality in cooking” with ABC Soy, re-positioning an iconic bean curd brand of Guanghe around “childhood memories” to appeal to a younger audience, expanding ABC Chili’s product portfolio, driving expansion for Chinese Sauces under Masters and re-launching Heinz in India through well-crafted innovations. From a business transformation standpoint, he was involved in setting up China’s digitally-enabled in-house agency and a dedicated product innovation unit.
Dhiren’s earlier roles were CMO, Indonesia at Kraft Heinz, that came on the back of a global brand management stint for Unilever Asia.
He has been on Campaign Asia’s Power List for Marketers for 3 years, Jury Chair for WARC Effectiveness Awards in 2021 and part of EFFIE APAC, EFFIE China, Campaign AOY and Campaign Women for Change juries for more than 3 years.