MEET THE VOICES
OF MADSEMBLE
Tatiana Vivienne Jouanneau
Global Chief Brand and Marketing Transformation Office, Senior Vice-PresidentAllwyn Switzerland
Tatiana Vivienne Jouanneau
Global Chief Brand and Marketing Transformation Office, Senior Vice-President
Tatiana-Vivienne Jouanneau is a skilled Global profit brand-builder, an expert who has worked for over 80 International markets and lived in 20 countries and a believer in building the brand with “head, heart and hands”.
Tatiana-Vivienne is Logitech Marketing Transformation Officer and Global Head of Commercial Marketing. She leads 4.6$b net sale business across categories of Work and Play for the World Leader in Consumer Electronics, responsible for Marketing Transformation across Brand, organization and processes, strategic partnership, omnichannel and full eco system marketing for 8 different product categories, capability building for over 150 marketers, in-house creative and production agency, external agencies for multi-touch points (Communication, Creator, PR, Social, E-tail/Amazon and Retailers) brand investment mix and big consumer and cultural events.
In the previous role, Tatiana-Vivienne was Duracell Global Chief Marketing Officer and Duracell’s award-winning CMO. She led brand building in both B2C of one of the world largest consumer goods companies as well as established brand building framework for B2B marketing, Global partnership programs with Disney, Mattel, Hasbro, Movie-franchises (Cars and Star Wars), OEM market programs and children learnings in emerging markets.
Tay Guan Hin
APAC Regional DirectorThe One Club for Creativity
Tay Guan Hin
APAC Regional Director
Tay Guan Hin serves as the APAC Regional Director for The One Club for Creativity, overseeing the elevation of awards, programming, partnerships, and regional membership. As the former Creative Chairman of BBDO Singapore, he has left an indelible mark on the creative industry, working with global agencies like Saatchi & Saatchi, Wunderman Thompson, Grey, and Leo Burnett. Guan Hin’s digital engagement strategies have transformed brands such as Visa, Unilever, Audi, MOHH, and Shell, helping them navigate market challenges and strengthen their market presence.
His debut book, Collide: Embracing Conflict to Boost Creativity, published by Penguin Random House SEA, swiftly became an Amazon and Straits Times best-seller. Guan Hin has held prestigious roles, including being the Jury President at the Cannes Lions and other renowned international events. A sought-after keynote speaker, he has delivered his insights at prestigious events such as The One Club’s Creative Executive Summit, One Show China, One Asia, TEDx, Spikes Asia, and AdFest, as well as to leading companies like Tencent and Meta.
Dedicated to mentoring, Guan Hin founded Singapore’s first student awards program and continues supporting young talent development. His leadership in innovation was further recognised during his presidency of the Asia Professional Speakers Association, cementing his status as a key figure in driving Creativity and nurturing the next generation of creative leaders.
Jidanant Bo Tanpitaksidh
Beauty & Wellbeing Marketing Demand Creation LeadUnilever Thailand
Jidanant Bo Tanpitaksidh
Beauty & Wellbeing Marketing Demand Creation Lead
Jidanant “Bo” Tanpitaksidh is a marketing and business leader with experience spanning FMCG, beauty, e-commerce, and luxury retail. Currently leading Beauty & Wellbeing for Unilever Thailand, she oversees a portfolio across Hair, Face, and Body, combining P&L leadership with brand building and social-first transformation.
Her career has taken her from creative beginnings to leadership roles at Lazada and Sephora, giving her a unique perspective across creativity, commerce, technology, and consumer culture. Bo is passionate about challenging conventional thinking, turning emerging consumer shifts into growth opportunities, and building brands that are both culturally relevant and commercially powerful.
Chris Rawlinson
CEO & Co-Founder42Courses
Chris Rawlinson
CEO & Co-Founder
Chris Rawlinson is the founder and CEO of 42courses.com, the learning company for people who hate corporate learning.
42courses built Cannes Lions’ global online training programmes and has taught teams at Google, Apple, Disney, HSBC, Volkswagen and the UK Government, with a faculty most business schools would envy: Rory Sutherland, Dan Ariely, Sir John Hegarty, Cindy Gallop and Piyush Pandey among them. The platform’s AI personalisation engine, designed and built in-house, adapts every course to each learner’s industry, role and goals.
Before that, Chris was Innovation Director for Ogilvy and WPP in Africa, helping take the network to be ranked No1 in the region for 5 years in a row. He teaches executive boards at London Business School, and in earlier lives hosted a drive-time radio show, flew as a commercial pilot and built intelligent homes for Sting and Madonna.
Sebastian Op het Veld
Co-Founder & Head of ProgrammaticMyAdbooker | Amsterdam, Netherlands
Sebastian Op het Veld
Co-Founder & Head of Programmatic
Sebastian Op het Veld has spent more than a decade rethinking how Out-of-Home fits into an increasingly digital media world.
As co-founder of MyAdbooker, he works at the intersection of media, technology and product innovation, building the infrastructure that connects physical screens to the programmatic advertising ecosystem. His work spans everything from SSP and DSP integrations to audience measurement, dynamic pricing, contextual activation, retail media and new ways of making real-world media measurable and actionable.
Sebastian is particularly interested in what happens when OOH stops being treated as a collection of screens and starts being planned around people: where they are, how they move, what is happening around them, and what media can do next.
Bharat Avalani
CEOConnecting the Dots Consultancy
Bharat Avalani
CEO
At heart I have always been a storyteller. Long before job titles or roles, I was someone who collected moments, memories, and experiences—and tried to make sense of them through stories.
I’ve spent much of my career working as a marketer, facilitator, and communicator, including many years with Unilever, and I’ve been lucky to work with leaders and teams all over the world. What I’ve learned along the way is this: stories do what strategies and presentations can’t. They help people feel, connect, and act. That’s why I believe business storytelling is one of the most important leadership skills of the decade ahead.
It took me a long time to figure out how to do this well. I learned through trial and error, plenty of listening, and a fair few missteps. Today, the thing I enjoy most is watching a leader speak in a way that feels real—and seeing an audience lean forward because they’re genuinely engaged. That moment never gets old. It’s what gets me out of bed in the morning.
My friends like to call me a memory collector. I seek experiences. Every journey feels like a story waiting to be told. I take photographs, but for me they’re less about the image and more about the emotion behind it—another way of telling a story.
I’m the Founder and CEO of Connecting the Dots Consultancy and a Global Partner at Anecdote, the world’s largest business storytelling company. I also serve as Secretary General of the Asian Federation of Advertising Associations (AFAA), sit on the Global Board of the International Advertising Association (IAA), and in 2025, I became Adjunct Faculty at the Asia School of Business, in collaboration with MIT Sloan.
At the end of the day, my work is about helping people engage, influence and inspire with more authenticity, humanity, and impact—one story at a time.
Farheen Salman
Chairperson PAS & CEO, Food DivisionIsmail Industries
Farheen Salman
Chairperson PAS & CEO, Food Division
Farheen was at Unilever for 2 decades and worked across multiple categories within Home & Personal Care, leading iconic brands such as Fair & Lovely, Lux, Wall’s and Knorr.
From 2014 to 2016, Farheen was based in Turkey as Brand Development Director, Ice Cream for North Africa, Middle East & Turkey, where she partnered with the global team to design an innovation and communication program: Upon returning to Pakistan in 2016, she joined the Unilever Pakistan Board as Foods & Refreshment Lead and also served as Director of the Unilever Pakistan Foods Limited Board, during which time she and her team proudly won 8 PAS Awards in a single year.
In January 2021, Farheen was appointed CEO & President for Lipton Teas and Infusions for Bangladesh, Sri Lanka, and Pakistan region. During her tenure, she successfully led the business transformation from a corporate to a private equity strategy with a strong focus on distribution expansion, portfolio premiumization & ERP implementation.
Farheen is now embarked on a new exciting journey as CEO of the Food Division (Candyland & Bisconni) at Ismail Industries. Alongside this executive role, she continues to contribute to the wider industry as the current Chairperson of the Pakistan Advertisers’ Society (PAS).
Farheen is a mother of two boys and prides herself on her purpose in life, which she describes as an “unapologetic drive to create balance between being a resilient business leader and a deeply-committed mom”.
Mehek Zafar Sangi
Co-Founder & Chief of Business - Strategic AffairsAffair Ai Studio
Mehek Zafar Sangi
Co-Founder & Chief of Business - Strategic Affairs
Ateeq Ur Rehman
Chief Executive OfficerWPP Media
Ateeq Ur Rehman
Chief Executive Officer
CEO of WPP Media in Pakistan, I lead a team of brilliant media strategists, digital innovators, and data specialists who deliver transformative growth for the world’s and the nation’s leading brands.
Over the past two decades, I’ve helped businesses navigate major technological shifts—bringing media owners, tech platforms, and brands together to create meaningful connections with audiences.
What energizes me most today is preparing our market for what’s next: embedding AI and addressable media into modern campaigns, developing young industry talent, and building long-term value for our clients.
Arfa Syed
Sr. Vice PresidentInsights, Oula
Arfa Syed
Sr. Vice President
Arfa Syed is a behavioural scientist, insights leader and human-centered AI researcher with more than 15 years of experience.
Her work sits t the intersection of consumer psychology, marketing research, brand strategy and transformation. She currently serves as Senior Vice President and partner at OULA, where she works with organizations to decode changing consumer behavior, cultural shifts and the forces shaping future markets.
She is also Chief Prompt Architect at MARK.ai, where her work explores the intersection of artificial intelligence, human cognition and decision-making. Across her career, Arfa has advised and worked with leading brands including Unilever, Nestlé, PepsiCo, Coca-Cola and Meta and so many more.
She is particularly interested in how AI is changing the way people think, learn, create, decide and interact, and what this means for brands, businesses and the future of human capability.
An international speaker and facilitator, Arfa has delivered multiple executive workshops and has presented at global industry platforms including ESOMAR. Her work today sits at the intersection of consumer futures, behavioral science, AI and human possibility, helping organizations understand not just where markets are going, but how people themselves are changing.
Faisal Razi
Director MarketingEBM
Faisal Razi
Director Marketing
Ahmad Chagla
Creative LeadJack of Digital
Ahmad Chagla
Creative Lead
A Zero Award Creative. Still Hunting. Still Hungry.
For two decades, Ahmad has wrangled, written, and produced campaigns designed to move people, not juries. As the force behind Jack of Digital’s in-house creative unit, he built an end-to-end production engine from the ground up to own new spaces and unleash the next wave of hungry, mold-breaking talent.
Ahmad doesn’t chase fleeting, pre-programmed, cross-platform creatives. He engineers platform-specific strategies that demand attention and drive actual growth. Catch him live as he pulls back the curtain on what real, unreasonable creative leadership looks like today.
Salman Abedin
Chief Strategy Officer, Influencer & Creator MarketingJack of Digital
Salman Abedin
Chief Strategy Officer, Influencer & Creator Marketing
Salman is a Scholar Practitioner who thrives at the intersection of research and practical digital marketing applications. He has led digital marketing efforts in Pakistan and Canada and is now launching Creator Strategy and Influencer Partnerships at Jack of Digital. He has a Master’s degree from OCAD University in Strategic Foresight and Innovation and an MBA from IBA.
Salman believes culture eats strategy for breakfast. Join him as he explores the dimensions of culture and personality matching for digital marketing success.
Bilal Qureshi
Chairman & FounderBoltlike Solutions
Bilal Qureshi
Chairman & Founder
Bilal Qureshi is a technology entrepreneur and Founder & Group CEO of Brillanz Group. His ventures include Thunder AI, an AI-powered intelligence platform that turns more than 1.5 billion data points every day into predictive intelligence and actionable insights, and Infralectric, which has invested on 90+ MWh of distributed energy storage infrastructure, largest in the nation. Through Boltlike Solutions, as a founder he is now building Pakistan’s next-generation audience intelligence ecosystem across television, digital and connected screens.
Syed Noaman Asar
CEOOula
Syed Noaman Asar
CEO
Noaman Asar is CEO of Oula (Private) Limited and has 28 years of experience in marketing, market research and brand strategy. His career includes work on leading brands such as Ariel, Pampers, Sunbulah, Olper’s, Nestlé and Pepsi.
He launched Millward Brown in Pakistan in 2014 and helped establish Kantar in the country. Over the past five years, he has launched Oula (In cooperation with Kantar), building it into one of Pakistan’s leading marketing research agencies.
Noaman began his career at Procter & Gamble in 1998, where he became responsible for its advertising copy testing system for the Middle East and North Africa. He later worked in marketing with Al-Ghurair Foods and Sunbulah in the Middle East and led the Planning department at JWT Pakistan from 2010 to 2014.
Known for his understanding of brands, audiences and communication, Noaman is a respected strategist in communication and branding. He has also taught as a visiting professor at Karachi School for Business & Leadership (KSBL) and Ziauddin University.
Sarah Mouqim
Chief Content Officer, Symmetry Group & Chief of StoriesAffair Ai Studio
Sarah Mouqim
Chief Content Officer, Symmetry Group & Chief of Stories
Sarah brings nearly two decades of advertising experience to her role as co-founder of an AI studio. Alongside her two co-conspirators, she is on a mission to help advertising and marketing professionals demystify AI, embrace its creative potential, and sharpen their competitive edge.
Sheheryar Zakaria
VP, Emerging TechnologiesBoltlike Solutions
Sheheryar Zakaria
VP, Emerging Technologies
Sheheryar Zakaria is a technology and innovation leader specialising in artificial intelligence, emerging technologies and the development of data-driven digital platforms. He holds an MSc in Artificial Intelligence from Imperial College London and has worked across technology strategy, product development and commercialisation, helping organisations translate emerging technologies into practical products and business solutions.
His work spans AI, advanced analytics, digital intelligence and technology-led transformation, with experience building and scaling platforms across media, energy, fintech and other technology-driven sectors. At Boltlike Solutions, Sheheryar leads emerging technology initiatives and contributes to the product strategy and development of the company’s next-generation television and digital audience measurement platforms. At MADsemble 2026, he represents Boltlike’s work in applying AI, data analytics and modern measurement technologies to give Pakistan’s media ecosystem deeper, more timely and actionable audience intelligence.
Dr. Saad Liaquat Kiani
Chief Technology OfficerBoltlike Solutions
Dr. Saad Liaquat Kiani
Chief Technology Officer
A technology leader with over two decades of experience building large-scale data processing, analytics and automation platforms across Europe, the Middle East and Pakistan. He holds a PhD in Computer Science and began his career at CERN, Switzerland, writing software to process data from high-energy particle physics experiments. Since then he has architected and delivered petabyte-scale analytics systems for public and private sector organisations, and serves as Chief Technology Officer to several technology companies alongside an independent directorship on the board of a listed company. He has authored over 50 peer-reviewed publications and works extensively with AI and machine learning applied to real-world measurement problems. At MADsemble 2026, Saad leads the engineering behind Boltlike Solutions’ television and digital audience measurement suite — a platform built to give Pakistan’s media industry a credible, independent currency for audience data.
Radjen van Wilsem
Group CEOLibrium Holding | CEO, CS Digital Media | Amsterdam, Netherlands
Radjen van Wilsem
Group CEO
Radjen van Wilsem is a Dutch entrepreneur, investor and media executive with a long track record of building, investing in and scaling businesses at the intersection of media, technology and the physical world.
As Group CEO of Librium Holding and CEO of CS Digital Media, Radjen combines an investor’s perspective with hands-on experience building companies and developing new markets. He has been closely involved in the transformation of Out-of-Home from a predominantly traditional medium into an increasingly digital, data-driven and connected part of the media ecosystem.
Radjen also founded MyAdbooker, an early dedicated programmatic platform for Digital Out-of-Home, helping connect outdoor media inventory with the wider digital advertising market.
Khalid Ahmed Farid
Founder & CEOAdKraft AI
Khalid Ahmed Farid
Founder & CEO
Khalid has spent two decades in marketing, working across 200+ campaigns, including some of P&G’s best-known brands such as Ariel, Head & Shoulders and Pantene, alongside 15+ years in business management.
Now, as Founder & CEO of AdKraft AI, he’s putting that experience to a new test: what happens when decades of advertising thinking meet AI? AdKraft brings strategy, creative development, production, research, ad-testing and learning together in one advertising platform.
Ahsan Sheikh
WOO Ambassador for Pakistan & CEOKinetic, Pakistan
Ahsan Sheikh
WOO Ambassador for Pakistan & CEO
Ahsan Sheikh is one of Pakistan’s most respected voices in the Out-of-Home advertising industry and serves as the WOO Ambassador for Pakistan — the first appointment of its kind for the country — representing the prestigious World Out of Home Organisation (WOO), the global body that unites the OOH industry across more than 60 countries, advocates for industry standards, and drives the advancement of Out-of-Home advertising worldwide.
As CEO of Kinetic Pakistan, the country’s largest and only internationally affiliated OOH agency, Ahsan has been at the forefront of transforming how Out-of-Home advertising is planned, bought, and delivered in Pakistan — pioneering Digital OOH, co-launching Pakistan’s first Programmatic DOOH ecosystem, and introducing the integrated data-based OOH agency model to the market.
A prolific thought leader and advocate for the convergence of technology, data, and smart city development, his work has contributed significantly to redefining OOH’s role in overall media strategy and positioning Pakistan’s advertising industry on the global stage.
Ahsan holds degrees from LUMS and The College of Wooster (USA), is a member of the Phi Beta Kappa Society, and is the Immediate Past President of the LUMS SDSB Alumni Association.
Faisal Sheikh
CEO & Co-Founder, Jack of DigitalJack of Digital
Faisal Sheikh
CEO & Co-Founder, Jack of Digital
Faisal Sheikh is the CEO of Jack of Digital, Pakistan’s media enablers for TikTok, Snapchat and Yango Ads, as well as ad-tech solutions such as AppsFlyer, Triple Whale and Integral Ad Science (IAS).
He generally prefers anonymity, a rare genetic mutation gives him a strong propensity for loud opinions on shifting consumer behavior and the media landscape. But when clarity strikes, he can’t help but evangelize Digital & Data adoption for brands, convinced that Digital Transformation isn’t optional—it’s the only thing standing between us and the next zombie apocalypse.
Faisal holds two post-graduate degrees from SZABIST: an MBA in Marketing & MIS and an MS in Management Sciences specializing in eCRM, along with a Digital Marketing certification from the Digital Marketing Institute, Ireland, and a Management & Leadership credential from MIT Sloan School of Management, United States.
Arij Awais
Director Marketing & GrowthFoodpanda
Arij Awais
Director Marketing & Growth
Arfa Syed is a behavioural scientist, insights leader and human-centered AI researcher with more than 15 years of experience.
Her work sits t the intersection of consumer psychology, marketing research, brand strategy and transformation. She currently serves as Senior Vice President and partner at OULA, where she works with organizations to decode changing consumer behavior, cultural shifts and the forces shaping future markets.
She is also Chief Prompt Architect at MARK.ai, where her work explores the intersection of artificial intelligence, human cognition and decision-making. Across her career, Arfa has advised and worked with leading brands including Unilever, Nestlé, PepsiCo, Coca-Cola and Meta and so many more.
She is particularly interested in how AI is changing the way people think, learn, create, decide and interact, and what this means for brands, businesses and the future of human capability.
An international speaker and facilitator, Arfa has delivered multiple executive workshops and has presented at global industry platforms including ESOMAR. Her work today sits at the intersection of consumer futures, behavioral science, AI and human possibility, helping organizations understand not just where markets are going, but how people themselves are changing.
Faisal Paracha
Managing DirectorBoltlike Solutions
Faisal Paracha
Managing Director
A strategic and transformative C-suite professional with over 25 years of corporate and entrepreneurial experience. He has a varied sector experience including the media, marketing communications, and digital sectors. He has led companies and spearheaded brand transformations, strategic alliances, campaigns, and introduced market-disrupting technology rollouts. At this year’s Madsemble 2026, Faisal is proud to represent Boltlike Solutions’ collective efforts in introducing next-generation media industry intelligence measurement data analytics platforms. This innovative software and service suite is designed to establish a new benchmark for television and digital audience measurement metrics in Pakistan.
Hassan Zia
Business DirectorWPP Media
Hassan Zia
Business Director
A media strategy and business leadership executive at WPP Media, with experience driving marketing transformation, commercial growth, and portfolio leadership for tier-one global and regional brands. Expertise spans integrated 360-degree planning, AI driven media analytics, and crisis sentiment management, connecting business strategy, technology, and execution to solve complex brand challenges and deliver sustainable growth.
Passionate about emerging platforms, advanced data models, and the evolving role of media innovation, with a focus on mentoring high-performing teams, challenging conventional strategies, and encouraging teams to uncover the true narrative that data is telling.
Arsalan Salim
Associate Business DirectorWPP Media
Arsalan Salim
Associate Business Director
A data and digital strategy professional at WPP Media, with experience across leading brands, driving digital transformation and solving business and marketing challenges through data, technology, and media. Experience spans digital transformation, data-driven planning, audience intelligence, and emerging technology, with a focus on connecting strategy, technology, and execution to deliver meaningful change.
Passionate about emerging platforms, new models of media, and the evolving role of technology in marketing, with a focus on challenging conventional thinking and creating more effective ways for brands to connect with people.
Altamash Kohati
Senior Business DirectorWPP Media
Altamash Kohati
Senior Business Director
A media and marketing leader who has partnered with leading local and global brands, driving growth through data, creativity and innovation.
Passionate about challenging conventional thinking and developing talent, he champions an integrated, insight-led approach to marketing helping brands navigate an evolving media landscape and unlock new opportunities for growth.
Ali Kazmi
Co-Founder & Chief of Creative AffairsAffair Ai Studio
Ali Kazmi
Co-Founder & Chief of Creative Affairs
Adil Ahmed
Director & Co-Founder, Symmetry Group & CEOAurionAi
Adil Ahmed
Director & Co-Founder, Symmetry Group & CEO
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