Kimberly-Clark's Michelle Froah joins Brandable

Brandable, a Singapore-based marketing and branding consultancy, has named Michelle Froah as managing director.In her new capacity, Froah will be working with brands an chief marketing officer. She will help in applying essential tools in brand assessment, strategy, communications, operationalisation, capability building and management.Brandable builds customised teams, drawing on experts in particular practice areas, working with leading thinkers to support holistic development and execution of the marketing plan. The company helps build sustainable, profitable brands, notably in the lifestyle space, including global prestige beauty, health and wellness, and premium spirits.Froah brings cross-functional branding and marketing industry experience, including diverse geographies and consumer industries. She was last regional senior marketing director for Kimberly-Clark International where, as regional CMO, she was responsible for marketing capability and innovation across the portfolio of brands in the region.She joined Kimberly-Clark as the global feminine care director, where she helped build Kotex into a US$1 billion global brand. Prior to that, she was with Procter & Gamble as a senior leader in Beauty Care, with roles across product supply operations, sales, global brand management and regional P&L delivery on brands like Pantene and COVERGIRL.At COVERGIRL, Froah led the end-to-end innovation and launch of LashBlast mascara which notably became the cosmetic launch of the decade. Froah also has over 20 years of experience in global branding, marketing and operations.“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,” said Froah.She explained that 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 1% of CMOs are driving digital innovation. That needs to change, and quickly; Brandable can be part of that transformation,” Froah (pictured).