Day 1, 22 September: Agentic experimentation to business impact - Digital Marketing Asia 2026

Day 1, 22 September: Agentic exploration to enterprise impact

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The AI conversation has shifted from capability to commercial impact. Agentic intelligence is moving beyond pilots into full-scale deployment – streamlining workflows, modernising legacy architecture, and turning fragmented data into orchestrated and profitable journeys. Learn how leading brands are activating agentic AI to orchestrate efficiency, create outsized impact, and unlock new vectors of growth.

Agenda

22 September

08:15

Registration

08:50

Welcome address

09:00

[Opening]

Charting the 2027 strategic map: Moving from pilots to profitable operations 

09:45

[Panel discussion]

The 95% failure gap: Where the models break – and the strategies to build resilient AI  

Panellists:

Khang Nguyen Trieu

Khang Nguyen Trieu

Group Head of Digital and Technology

Banyan Group

Jaslyin Qiyu

Jaslyin Qiyu

Chief Marketing Officer and Head of Customer Experience, Singapore and Australia

Cigna Healthcare

Deirdre Chew

Deirdre Chew

Director of Sales, SEA

StackAdapt

10:15

Networking break

10:45

[Case study]

Is your data foundation holding your AI impact back?

Speaker:

Naohiro Yamaura

Naohiro Yamaura

Chairman and CEO

Ayudante APAC

11:15

[Panel discussion]

Re-engineering the execution engine: Adapting legacy workflows for a multi-agent reality 

Panellists:

Andrew Hill

Andrew Hill

Digital Acceleration Strategy and Enablement Senior Director

Coca-Cola ASEAN and South Pacific Operating Unit

Alex de Leon

Alex de Leon

Group Vice President, AI Transformation and Growth

PropertyGuru Group

11:45

[Case study]

From automation to anticipation: How AI becomes the connection catalyst in 2026

Speaker:

Gerald Tjan

Gerald Tjan

Asia Commercial Director

Braze

12:15 – 13:15

Power Hour

Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today

12:15

Power Hour 1:
Inside the dark funnel: How AI, social discovery, and private channels are reshaping attribution

12:35

Power Hour 2:
Five ways to hardwire velocity into your tech stack 

12:55

Power Hour 3:
Creative intelligence for real-time brands: Winning at GenAI speed

13:15

Networking lunch

14:15

[Case study]

Agentic shopping: What it takes to earn preference in an AI-shaped market

14:45 – 15:45

Power Hour

Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today. 

14:45

Power Hour 1:
Building an operating system for human signals amidst an intelligent AI martech stack

15:05

Power Hour 2:
Partner not predator: Scaling  hyperpersonalisation without losing the human touch

15:25

Power Hour 3:
Why human judgment is the only moat against AI slop

15:45

Networking break

16:15

[Panel discussion]

From orchestration to ownership: Redefining the marketer’s role in an AI-powered enterprise

Marcus Chew

Marcus Chew

Managing Director Group Retail Banking Marketing

UOB

Ng Kok Hwee

Ng Kok Hwee

Chief Marketing Officer

Zespri International

16:45

[Case study]

Small brands, big agents: How can SMBs compete in AI-led marketplaces? 

17:20

Closing remarks

17:30

End of day 1

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Who should sponsor?

If your organisation provides services or solutions in the following areas, you will be perfect for this theme:

eCommerce platforms
Customer relationship management (CRM) software providers  
Marketing automation and personalisation platforms  
Data integration and analytics providers  
Social media monitoring and sentiment analysis providers

Mobile commerce (mCommerce) solution providers
Customer experience (CX) and user experience (UX) solution providers  
Payment solution providers  
And many more!

Get in touch with us at partnerships@marketing-interactive.com to find out more.

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Khang_newheadshot

Khang Nguyen Trieu

Group Head of Digital and Technology

Banyan Group

Khang Nguyen Trieu is group head of digital and technology at Banyan Group, an independent global hospitality company with a purpose. In this role, he leads the Group’s digital and technology agenda, strengthening its hospitality management platform, advancing digital architecture, data capability and systems integration, and defining how technology and AI can create genuine positive impact for Banyan’s associates, hotel guests, local communities and the planet.

With more than 25 years in technology across Europe and Asia, Trieu’s career has been built at the intersection of large-scale transformation and responsible innovation. Beyond his role at Banyan Group, Trieu chairs the Robotics Taskforce within the Singapore Hotel Association’s Hotel Innovation Committee, champions the Singapore Tourism Board’s T-Cube innovation workgroup.

Jaslyin-Qiyu

Jaslyin Qiyu

Chief Marketing Officer and Head of Customer Experience, Singapore and Australia

Cigna Healthcare

Jaslyin Qiyu is chief marketing officer and head of customer experience, Singapore and Australia for Cigna Healthcare, where she leads brand strategy and customer experience initiatives across the region.

With over 20 years of B2B and B2C brand, marketing and communications experience across diverse industries, she specialises in brand building, customer experience management, change management, MarTech and AI adoption strategy, content strategy, multi-channel performance marketing, and mobile engagement and optimisation.

Prior to joining Cigna Healthcare, Qiyu founded and led her own marketing consultancy. She has managed regional marketing teams across Asia Pacific for global MNCs including Citibank, EY, JLL, Kantar, Credit Suisse, and State Street, where she drove marketing transformation, built go-to-market strategies, and established high-performing marketing teams from the ground up.

A keen advocate for ethical and inclusive marketing, Qiyu holds a masters in management with University College Dublin and was conferred an honorary doctorate in marketing by Azteca University for her contributions to the industry. She’s also an advisory board member of the global Customer Experience (CX) Network.

Yamaura_Naohiro-img

Naohiro Yamaura

Chairman and CEO

Ayudante APAC

AyudanteAPACP_logo

Naohiro Yamaura is a professional digital marketing consultant specialising in Google Analytics 360 and Google Marketing Platform. A trailblazer in online advertising, he has trained over 1,200 professionals through Google’s Analytics IQ course and taught as lecturer at universities like Rikkyo University. With eight publications on digital marketing, Yamaura has contributed to trade magazines, online media, and numerous seminars. His expertise spans education, writing, and advancing digital marketing practices across industries.

Andrew-Hill

Andrew Hill

Digital Acceleration Strategy and Enablement Senior Director

Coca-Cola ASEAN and South Pacific Operating Unit

Andrew Hill is the digital acceleration senior director for the ASEAN and South Pacific operating unit at Coca-Cola. Based in Singapore, Hill leads the team who orchestrate a consolidated view of how technology is used to build efficiencies and effectiveness into the business, the role data plays to measure performance, deliver insights and to execute their programs, design programs to build the knowledge and capability of their teams as digitisation changes the way they operate, and to execute experiments then scale key digital initiatives.

Unlocking and accelerating current opportunity and agitating to evolve partnerships to expand future value is core to Hill’s role. His background in brand, retail and creating disruptive growth business models has formed the basis for his creative approach to solving problems and bringing the right stakeholders and partners together to create fundamental change.

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Alex de Leon

Group Vice President, AI Transformation and Growth

PropertyGuru Group

Alex de Leon is group vice president, AI transformation and growth at PropertyGuru Group, where he leads group-wide AI transformation alongside growth, consumer, and B2B marketing across Southeast Asia.

His current work focuses on deploying AI across the enterprise, spanning product, engineering, operations, sales, HR, and marketing. Before PropertyGuru, de Leon co-founded the Google Philippines business and held regional leadership roles at Meta and HBO.

de Leon holds an MBA from INSEAD and a BA from Boston College.

Gerald Tjan

Gerald Tjan

Asia Commercial Director

Braze

Braze_Primary_logo_PURPLE

Gerald Tjan leads Braze’s commercial business across Asia, partnering with brands to drive growth through more intelligent, data-driven customer engagement. He works closely with both high-growth startups and established enterprises to rethink how they acquire, retain, and build lasting relationships with their customers.

With deep experience in Asia’s fast-evolving digital landscape, Tjan focuses on helping companies move beyond fragmented marketing efforts toward cohesive, lifecycle-driven strategies that deliver measurable business impact. His approach combines strategic clarity with hands-on execution, ensuring that customer engagement is not just a function, but a competitive advantage.

He is a strong advocate for building human, empathetic connections in an increasingly automated world, believing that when customer engagement is done right, it should feel intuitive rather than engineered.

Outside of work, Tjan enjoys life at home with his Cavapoo, Louie, whose energy and personality provide a daily reminder not to take things too seriously.

Marcus Chew_img

Marcus Chew

Managing Director Group Retail Banking Marketing

UOB

Marcus Chew has over two decades of experience building consumer brands, scaling digital platforms, and driving customer transformation across Asia.

His career spans global consumer brands, financial services, and large digital ecosystems, where he has led brand growth, customer strategy, and business transformation across diverse and fast-evolving markets. Over the course of his career, Chew has held leadership roles with organisations including Lazada, Income, Adidas, Unilever and many others. Beginning with a strong foundation in brand building and commercial leadership, he progressed into regional leadership roles across Southeast Asia and China, managing complex markets, multicultural teams, and large-scale growth initiatives.

As his career evolved, Chew expanded his focus beyond marketing to lead broader customer and growth transformation. He has built and led integrated regional teams across brand, media, creative, social, product, digital, and data, helping organisations modernise how they connect technology, customer experience, and commercial strategy to deliver sustainable business growth.

Chew is a strong advocate for breaking down organisational silos. He believes sustainable growth is achieved by aligning brand, digital platforms, customer experience, and data within a unified operating model—enabling organisations to move beyond short-term campaigns and build lasting customer relationships, stronger capabilities, and long-term competitive advantage across markets.

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Ng Kok Hwee

Chief Marketing Officer

Zespri International

Ng Kok Hwee was appointed chief marketing officer in October 2025, bringing over two decades of brand marketing leadership across global FMCG and fresh produce sectors. Since joining Zespri International in 2017, she has held key roles including global general manager marketing, senior marketing director for Greater China, and global marketing director.

In her previous role, Ng played a pivotal role in shaping and executing Zespri’s brand-led growth strategy, driving deeper consumer engagement and elevating the brand’s global leadership. Prior to Zespri, Ng held senior leadership positions at Procter & Gamble and Mondelēz International, where she led global brands across diverse categories including Cadbury, Toblerone, SK-II, and Olay. She is passionate about harnessing the power of brands as a transformative force for good – unlocking value and creating meaningful impact for growers, consumers, communities, and people.

Based in Singapore, Ng holds an executive MBA (distinction) from INSEAD and a bachelor of business administration (hons) from the National University of Singapore.