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Former Kimberly Clark CMO Michelle Froah joins consultancy Brandable as managing director

Michelle Froah

Michelle Froah

Michelle Froah, the former senior marketing director at consumer goods giant Kimberly Clark Asia Pacific, has taken on the role of managing director for fledgling marketing and branding consultancy Brandable.

The firm was founded late last year by Froah and Meri Rosich, the owner of Singapore-based firms App Strategy Labs and Quality Time Lab. Froah has now taken full ownership of Brandable.

The consultancy advises marketers on brand assessment, strategy, communications, operations, capability building and management.

Froah commented: “Asia is an incredibly promising region for lifestyle brands, but also hugely complex and competitive given different consumer insights across the region. Brands must constantly evaluate their place in each market, and determine how to engage a rapidly evolving consumer, influenced by both Western and Eastern trends, ideas and icons.”

“While traditional marketing tools remain relevant, digital engagement and innovation is critical to brand success in Asia. The question then becomes do marketers have the digital skillsets they need for the future; marketers themselves say no. Accenture Interactive released a study that says only one per cent of CMOs are driving digital innovation. That needs to change, and quickly; Brandable can be part of that transformation,” she said.

Froah spent much of her career at Procter & Gamble in the US until 2011, when she joined Kimberly Clark as global marketing director for feminine care. She was appointed as Asia Pacific regional senior marketing director in 2012, based in Singapore.

Froah is currently a Mobile Marketing Association APAC board member, a founding member of the Marketing Society Southeast Asia and works in an Advisory Role with the World Federation of Advertisers’ Project Reconnect, a project designed to improve marketing standards.

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