Best Marketer in Festive Communications Marketing - MARKETING Magazine Asia


Best Marketer in Festive Communications Marketing

Fernie Jasmine Abdul Ghani
Head, Brand & Communications
Axiata Group

To call Fernie a trailblazer is definitely an understatement. Her record of firsts is only surpassed by her unstinting pursuit of the next big marketing revolution.

Her legacy of  first-to-market products for Maxis, including WiFi, 3G and Blackberry spurred her to bigger, bolder achievements at Axiata Group. Within 3 months as the Head of Group Marketing & Brand, she orchestrated a Group-wide revitalisation on brand asset management by implementing a standardized Voice of Customer measurement comprising Brand Health Tracker, Social Listening and Net Promoter Score. Within 6 months, she helped put Axiata Group on the map, by securing Malaysia’s first-ever event venue naming rights  launching Axiata Arena ahead of the 2017 SEA Games.

Fernie also transformed Axiata from a faceless, corporate entity, into an engaging, socially-responsible persona, launching Axiata’s Facebook presence and growing the fanbase to half a million followers within a year.

Her enterprising hard work did not go unnoticed and the management gave her the highest recognition with the CEO Award in 2018 and the Chairman’s Award in 2019.

From being the custodian of 10 Axiata brands across the region to the catalyst behind high-impact, award-winning campaigns, Fernie is a disruptive force in the marketing landscape.

Fernie during her 11th birthday. As you can see, she stood tall even in those days. Year after year, Fernie remains a shining example of marketing leadership in her industry.

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