Prime Mover Recruitment founder Simon Hadfield talks shop with Wendy Walker, Salesforce Vice President & CMO Marketing ASEAN
You’ve now been in Singapore now for over 12 years. How has it shaped your life and career?
It’s hard to believe it’s been 12 years, but yes, Singapore is well and truly home now.
It’s an incredible place to live. Forward-thinking, diverse, inclusive... and just such a dynamic hub of energy and opportunity. I’ve had the chance to raise my son here and build a really fulfilling career across a range of industries and roles.
There’s something about the spirit of Singapore; it’s open, innovative, global, which makes it the perfect environment for someone like me who loves diverse thinking, connecting, and creating.
We first worked together in your Telstra days, when Direct and B2B marketing were still on the rise. You’ve clearly been ahead of the curve, now leading ASEAN marketing at Salesforce—one of the most influential brands in the world. How has that evolution felt?
You’re right, back in the Telstra days, B2B didn’t get nearly the same attention or creative investment as B2C. But of course, we could always see its potential. The complexity, the relationships, the decision cycles - it all pointed to a space where insight-driven storytelling could make a real difference.
And it’s been incredible to watch the category evolve into one of the most creative and commercially impactful in our industry.
Since then, I’ve been incredibly lucky to lead both global and regional remits; from overseeing marketing strategies globally to focusing more locally across the region, both in B2C and B2B roles. It’s been amazing to have the opportunity to help brands reposition, enter new markets for growth, and take on mandates with a seat at the table to drive real business impact. That mix has really validated what’s required to balance big-picture scale with market-level nuance, and how to align diverse teams around a shared vision for growth.
At Salesforce, I lead marketing across ASEAN, a region that’s incredibly dynamic, fast-moving, and full of potential. I work closely with cross-functional and C-level partners to drive relevance, impact, and pipeline, while helping our customers navigate their own transformation journeys. The culture here is exceptional; values-led, deeply innovative, and genuinely invested in the role of marketing as a growth driver.
With the acceleration of AI, data, and platform convergence, I’m passionate about helping brands stay both relevant and human in this changing landscape; I feel incredibly fortunate to be part of a business that gives marketers the space and support to lead that evolution.
Outside of your Salesforce role, you’ve built a strong presence in the wider industry—from founding the IAA in Singapore to Global Jury President at Cannes Lions. Why is this important to you?
I’m a marketer at heart, and I’ve always believed that great advertising and communication can change the world for the better. I’m also someone who’s passionate about nurturing the next generation of leaders in our industry. That’s why giving back has become such an important part of my career.
Over the years, attending Cannes Lions has become more than just a professional highlight; it’s a creative recharge. It reminds me why we do what we do. And over time it’s become more and more important to me to be involved in shaping the future of the industry.
I spent four years as Board Chair of the Marketing Society in Singapore, which gave me real insight into what our industry needs in this region; more connection, more visibility, and a platform that truly reflects our global, diverse community.
That led me to become the Founder of the International Advertising Association here in Singapore. We launched in November last year, and I now serve as President and sit on the Global Board. I’m incredibly proud of the community we’re building; one that champions creative excellence and brings people together across borders and disciplines.
Being named Global Jury President for Creative B2B at this year’s Cannes Lions was an absolute pinch-me moment.
I still remember reading the email twice to make sure it was real. I’d been lucky to be a part of the inaugural Creative B2B Jury four years ago, and since then I’ve stayed close to both the category and the community. To serve in this role this year and witness how far B2B has come, how emotionally resonant, strategic, and brave the work has become, has been one of the great privileges of my career.
Any work you’ve seen recently that you admire?
I have to call out the Grand Prix winner from this year’s Cannes Lions Creative B2B category GoDaddy’s “B2B Act Like You Know”. It captured everything we’ve come to expect from truly modern B2B marketing; bold, brilliantly executed, and anchored in true B2B creativity.
It was built on a sharp human insight; that in small business, there’s often a desire to appear like you know what you’re doing, even when you’re still figuring it out. That truth was flipped into something empowering. The campaign turned uncertainty into celebration, showing that with the right tools, you don’t just act like you know - you actually do.
The product was demonstrated by using the product. The humour made it memorable. AI helped amplify the message, refining who it reached and how it landed. And data wasn’t just used for targeting, it helped shape content that felt timely, relevant, and tailored.
This campaign, and the work we saw across the board, proves that B2B is no longer the quiet category. It’s creative. It’s strategic. And when done well, it’s truly unforgettable
What have you learnt in the last 5 years?
Personally, I’ve come to recognise that the pace of business, and of life more broadly, is only accelerating.
It can be relentless at times. And in that context, resilience has become about more than just endurance. It’s about adaptability, clear communication, meaningful collaboration, and knowing when to pause rather than push through.
I’ve also made it a point to inject joy into every single day, even in the smallest of ways. It’s something I often speak about with my teams; the importance of intentionally designing your day to sustain your energy.
That might mean a reset walk, five minutes of music, a creative session, or a quick connection with someone who lifts you. I’ve learned to manage my diary with intention, avoiding long stretches of draining meetings or task-heavy blocks, and instead building in moments that keep me energised and present. This shapes how I show up as a leader, and allows me to lead with clarity, creativity, and care.
On the professional front, I’ve seen continued proof that bold creative thinking, when applied with commercial clarity, isn’t just a nice-to-have; it’s a growth lever. Whether it’s leading regional transformation, launching new propositions, or partnering closely with the C-suite to solve business challenges, I’ve experienced firsthand how creative business thinking can unlock new revenue, shift perception, and drive competitive advantage. The magic happens when marketing moves beyond messaging and becomes a true driver of strategic value.
If you hadn’t ended up in the marketing world, what alternative career may you have fancied?
I could definitely have seen myself in interior design. I’m drawn to the aesthetics of beautiful spaces and how they make people feel. There’s something incredibly creative about designing environments that evoke comfort, clarity, and joy.
Another passion that’s been reignited in me more recently is writing. I’m working on a book now called Between Flights, which started quite accidentally as a newsletter and has grown into something much more; a collection of reflections on leadership, ambition, creativity, and resilience. I’ve loved the process of bringing it to life outside of my day job.
What advice would you give your younger self?
You don’t have to earn your worth. You already have it. Be kinder to yourself, ask for help sooner, and trust that you can hold both ambition and softness at the same time. I’d also remind myself that optimism is a superpower, and it will help you get through some tough times, as will your consistent practice of gratitude. Don’t be shy about that; speak it, share it, lead with it. It will become one of your greatest anchors.
Outside of business, what keeps you out of trouble?
There’s no denying life is pretty full. Between my day job, my commitment to the industry through IAA, Cannes Lions, and other speaking roles, and now trying to carve out time to write my book - it’s a lot. But I genuinely love it. Between Flights, which started almost by accident, has become a really special creative outlet for me. It’s helped me process some big ideas and experiences. And of course, my teenage son is a huge part of my world. He keeps me grounded and constantly entertained. It’s definitely a juggle, but it’s one I’m grateful for.
What are you driving, what are you listening to and what are you watching?:
In Singapore, you never really need to drive very far - so my car is more functional than flashy.
Music has always been a big part of my life, but lately it’s been all about nostalgia. I find myself going back to artists like Prince, New Order, Bowie, Queen, and early 90s dance; anything that fills me with energy, memories, and joy.
As for watching, the show that’s had the biggest impact on me recently is Severance. It’s a masterpiece of cinematography, concept, and performance. I don’t think we’ve ever seen anything quite like it before. I’ve watched it from beginning to end at least three times, and it still lingers long after the credits roll.
Where is your next holiday?
France. I try to spend time there every year, especially in Cannes, which to me is such a symbol of creativity. It’s a place that connects deeply with my creative spirit; a space that sparks new ideas and gives me room to breathe and reflect. There’s something about the light, the rhythm, the energy; it helps me reset, dream a little bigger, and come back recharged.
It also slows me down. And when you slow down, you get clarity. That’s when some of my best ideas tend to show up.
___________________________________________________________________________
Wendy Walker brings more than 25 years of interdisciplinary marketing experience spanning a variety of industries.
Passionate about creativity & effectiveness, Wendy has devoted much of her career to building, growing, refreshing & transforming brands - from household names to start ups; and is known for her ability to drive creative effectiveness combined with operational excellence & strong commercial results.
In her role at Salesforce, Wendy leads marketing across the region; helping businesses grow and connect with their customers, partners and employees.
Wendy has previously held global and regional positions such as Global Expansion for Intuit, Global Director Brand & Content for iflix, Chief Marketing Officer of Manulife, & Mindshare’s Chief Growth Officer for Asia Pacific.
She is the Founder and serves as the President of the International Advertising Association (IAA) in Singapore and is an IAA Global Board Member. The IAA is the only global association that represents all areas of the marketing and communications industry.
She was previously the Chair of The Marketing Society in Singapore for four years and was awarded as a Fellow.
Passionate about creativity and contributing to the future of the industry, Wendy regularly participates in industry award programs and was Global Jury President for Creative B2B at the 2025 Cannes Lions Festival of Creativity, was Global Jury President for the WARC Effectiveness Awards in 2023, and Juror for the Inaugural B2B Creative Category at the Cannes Lions Festival of Creativity in 2022. She also frequently contributes as chair or speaker at major advertising industry events.
Wendy is based in Singapore.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.