Head of Product - Customer Experience & Strategy at MullenLowe Profero
Marketing and Advertising | Sydney, Australia, AU
With over sixteen years experience, Ashadi is recognised as one of Asia-Pacific’s most experienced and respected digital leaders. Since 2005 he has held senior leadership positions at MullenLowe Group, Soap Creative and The J. Walter Thompson Company. Throughout his career, Ashadi has created a number of critically and commercially acclaimed digital experiences, campaigns and platforms for brands that include Unilever, Vodafone, Coca-Cola, Nike and SEGA. His work has been recognised internationally, achieving over 40 awards (inc. 9 Cannes Lions) and leading to a number of prominent industry appointments.
At MullenLowe Profero, Ashadi leads hybrid teams that are part business, part creative and part technology to find opportunities that help transform businesses and brands —be it through web, mobile or physical space.
Ashadi began his career leading the highly lauded digital agency, Hyro as Creative Director. He was appointed to the management team in 2000 and helped transition the business from a private equity funded startup to a publicly held company in 2001. In 2004 he was one of the founding partners that established the Sydney office of the WPP backed digital agency RMG Connect. In 2010, Ashadi lead the transition of RMG from a digital agency to an integrated agency model following the merger with J.Walter Thompson (JWT), where he was appointed National Digital Creative Director and served on the regional management board.
Prior to starting his professional career, Ashadi had a keen interest in the burgeoning internet service provider sector. In 1998 he established the internet provider DirectOne with his high school friend and business partner. The two sold website design, hosting and dialup access packages to the area's small businesses. The business was sold in 2000 and eventually became part of SecurePay.
Ashadi takes inspiration from Jim Henson, a storyteller who reinvented the art of puppetry, turning it into a brand for modern audiences.