Shakthi of iWISERS, Unleashes a Revolutionary Era of Hyperlocal Insights Across Asia Pacific

By The Malketeer                                                                                            

Mentorship, Data, and Disruption are Transforming the Way Brands Connect with Audiences

In the profoundly competitive world of digital marketing, few personalities stand out quite like Shakthi DC.

As the Founder and CEO of iWISERS, Shakthi has carved out a space for herself as a thought leader and innovator, pushing the boundaries of social intelligence in Asia Pacific (APAC).

Her journey to leadership and success was shaped as much by her upbringing and early career as it was by her vision for a more connected digital landscape in APAC.

Guided by the values of independence, resilience, and cultural appreciation instilled in her youth, Shakthi has become a formidable force in digital marketing, and her story reflects the spirit of a region she’s proud to call home.

From Nomadic Beginnings to Digital Innovation

Shakthi’s journey began in a way that few can relate to: with a truly nomadic upbringing, moving frequently and engaging with diverse cultures around the world.

“It taught me to approach new people without hesitation and to think creatively and resourcefully,” Shakthi recalls.

Her upbringing not only broadened her perspective but also instilled a sense of independence and purpose—qualities that would serve her well in the business world.

Driven to “make her mark,” she self-funded her tertiary education, worked multiple jobs, and eventually found her way into the world of digital innovation at Groupon, an early pioneer in Malaysia’s e-commerce landscape.

At Groupon, she discovered a gap in social data insights tailored for APAC, where each market has unique languages, cultural norms, and consumer behaviours.

When Groupon exited Malaysia, Shakthi seized this as her moment to make a difference in the industry.

She founded iWISERS with a mission to offer hyperlocal social listening services that would allow brands to understand and genuinely connect with APAC audiences.

iWISERS quickly became a solution “by APAC natives, for APAC” — an idea that has since redefined the way brands understand and approach audiences across this diverse region.

Mentorship as a Cornerstone of Leadership

For Shakthi, leadership goes beyond business acumen; it’s about giving back and creating more leaders.

Her approach to mentorship is a vital part of iWISERS’ culture.

“Mentorship doesn’t stop when the work clock does,” she argues.

“It’s about sharing life experiences and helping others to grow in ways that go beyond professional skills.”

This vision is embedded in iWISERS’ company culture, where Shakthi and her team actively develop future leaders within their ranks.

Shakthi mentors up to 10 mentees at a time, guiding them with monthly and quarterly check-ins, feedback sessions, and goal setting.

Her goal is to push them to think independently and problem-solve resourcefully.

“As these mentees grow, they eventually become mentors themselves,” Shakthi explains.

The result is a self-sustaining cycle of leadership development, fostering a team that is not only skilled, but deeply committed to iWISERS’ mission and values.

This mentorship model has proven effective as iWISERS expands into more markets with a team of over 100 talents, each empowered to take the initiative and innovate.

Crafting Hyperlocal Connections in APAC’s Diverse Landscape

At iWISERS, hyperlocal relevance isn’t just a buzzword—it’s the backbone of their operations.

The APAC region is complex and varied, with each country presenting distinct linguistic and cultural nuances.

Shakthi’s goal from the start was to create a data-driven, culturally sensitive approach to digital marketing.

The need for such an approach became clear during her travels as an APAC Regional Director, where she found that most social data tools fell short in capturing local expressions, dialects, and consumer behaviours.

“We adapt our data extraction methods for each market, combining machine learning with human verification to ensure accuracy,” Shakthi shares.

“Our reports are crafted in a storytelling format, making complex insights accessible and actionable for our partner clients.”

iWISERS’ service portfolio reflects this commitment to regional specificity, offering Social Intelligence, Custom Research, Social Listening, Digital Creatives, and Micro-KOL (Key Opinion Leader) Management.

By identifying influencers with authentic followings, iWISERS helps brands connect with communities through voices that their audience already trusts.

Redefining Success Through SAMA and Strategic Partnerships

One of Shakthi’s proudest achievements with iWISERS has been co-founding the Strategic Asia Marketing Alliance (SAMA), a collaborative network focused on leveraging hyperlocal insights to elevate digital marketing strategies in APAC.

As the primary social intelligence firm within SAMA, iWISERS brings regional expertise to help brands fine-tune their strategies for each local market.

“In APAC, it’s not enough to just enter a market; brands need to understand and connect with each market’s unique identity,” Shakthi reiterates.

Through SAMA, iWISERS partners with other agencies, combining social data insights, intelligence with creative strategies to deliver powerful results.

“We see a win-win for brands that work with us,” says Shakthi, highlighting a successful partnership with Sime Darby Property, Golden Screen Cinemas (GSC), Ajinomoto Berhad where cross-promotions and strategic collaborations with other brands boosted both visibility and engagement for all involved.

“It’s about lifting each other up and delivering value that resonates with the local audience.”

Facing Challenges with Innovation and Vision

Shakthi’s journey hasn’t been without challenges, especially during the COVID-19 pandemic, when many client projects were abruptly halted without notice.

“While it was a difficult time, we pivoted quickly, focusing on industries that were thriving instead,” she recalls.

Her resilience and adaptability allowed iWISERS not only to survive the pandemic but more importantly, to expand its industry expertise.

Today, iWISERS continues to adapt to emerging trends, investing in AI and machine learning to stay ahead of the curve in data accuracy and insight generation.

Looking forward, Shakthi is keenly aware of the challenges facing digital marketers in APAC, from the rapid shifts in audience behaviour to the growing need for privacy-compliant data solutions.

“Brands will need to scatter their approach, but those without the resources may struggle with content dilution,” she warns.

To mitigate this, iWISERS remains focused on delivering high-quality, actionable insights that help brands build authentic connections with their audiences.

Advice for Future Entrepreneurs and a Vision for APAC

As a respected industry figure, Shakthi frequently shares her experiences and advice with young entrepreneurs.

“Start now, and build a network,” she says.

“No matter how great your idea, you need the right people to bring it to life.”

She encourages aspiring leaders to develop confidence and discipline early on, stressing that the journey is as much about personal growth as it is about professional success.

For Shakthi, the future of APAC’s digital marketing landscape holds limitless potential.

“The rest of the world will look to Asia in the coming century,” she fervently believes, citing the region’s youthful population and booming economies.

In the years to come, she envisions a digital landscape where creativity and data-driven insights come together to foster communities rather than just audiences.

Through iWISERS, Shakthi DC is not just shaping the future of digital marketing in APAC; she’s paving the way for a new kind of leadership rooted in empathy, innovation, and cultural understanding.

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