VaynerMedia appoints new APAC head of strategy and insights

VaynerMedia has appointed Melanie Cook (pictured) as its new head of strategy and insights of Asia Pacific, effective immediately. 

Cook will leverage her extensive expertise as an international strategic leader to spearhead the regional strategy team.

Drawing on cultural insights, emerging trends, and evolving formats, she will help brands shape their narratives in ways that truly connect with real audiences, guiding brands through dynamic "consumer-up" strategies that prioritise relevance and business outcomes over the traditional "brand-down" approach, said VaynerMedia in a statement. 

In her new role, Cook will be in charge of the Asia Pacific region, encompassing VaynerMedia's five offices in Singapore, Kuala Lumpur, Bangkok, Tokyo, and Sydney, as well as all twelve markets VaynerMedia has a presence in in the region.

Don't miss: VaynerMedia APAC picks new country manager for Thailand

She will report to Tim Lindley, managing director of VaynerMedia Asia Pacific.

As head of strategy and insights, Cook aims to continue building a team of polymaths with diverse skills, from analytics to community management, communications planning, and strategy.

"I have discovered a team and a way of working with a unique blend of human insight, creative genius, platform expertise, and cultural awareness. This enables us to captivate audiences and inspire them to make purchases while helping brands advance their storytelling and capturing underpriced attention," said Cook when MARKETING-INTERACTIVE reached out.

"Witnessing their work in action is awe-inspiring. I am thrilled to be part of the leadership that expands our capabilities and impact more clients, brands, businesses and people."

Before joining VaynerMedia, Cook was the regional head of strategy at MRM MENAT, where she led her team to drive some of the most significant marketing transformations in the region, working at the intersection of brand, digital technology, and customer experience.

Cook has also worked with leading agencies such as Saatchi& Saatchi, Publicis Sapient and BBDO Proximity across Europe, MENAT and APAC markets where she held the roles of head of strategic planning, head of strategy and business consultancy for Southeast Asia and senior planner respectively.

In these roles, Cook has worked with clients across several industries including L'Oreal, Unilever, Visa, Neom and LVMH.

This appointment comes after VaynerMedia Asia Pacific picked Monchaya Koolawong as its new country manager for Thailand. Monchaya succeeds Auu Arunee and assumes her role immediately, reporting to Lindley.

In her new role, Koolawong will take charge of further expanding VaynerMedia’s presence and business growth in Thailand. Her primary focus is to deliver strategic solutions that not only strengthen clients' brands but that also drive significant business impact while maximising investments.

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