Edelman announces new APAC and Vietnam leaders

Edelman has expanded its Asia Pacific leadership bench with two senior appointments, naming Pooja Rawat (pictured left) as chief strategy officer for APAC and Quang Nguyen (pictured right) as managing director for Vietnam. The moves signal the firm’s intent to elevate its strategic consulting capabilities across the region while deepening its investment in high-growth markets, the company shared. 

Rawat, a seasoned strategist with 18 years of experience across India, Southeast Asia, Central Asia and China, joins Edelman from MullenLowe Lintas and will be based in Mumbai. Her portfolio includes shaping narratives for major brands such as Axis Bank, Tata Motors, Jeep, Vim and Lifebuoy.

Edelman’s APAC CEO Rakesh Thukral said her arrival comes at a pivotal time for the region. “Pooja’s appointment strengthens our strategic consulting capabilities across the region. Her analytical rigor, creative vision and cultural instinct will help us deliver even greater value to clients,” he said. “This is a moment of transformation for Edelman APAC, and Pooja’s leadership will be instrumental in shaping how we show up for our clients and our people.”

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Rawat said she looks forward to shaping strategy across diverse markets and collaborating with teams to develop bold, integrated solutions. “Edelman’s commitment to creativity, data-driven insights and cultural relevance aligns perfectly with my passion for building meaningful connections between people and brands,” she added.

In Vietnam, Edelman has appointed Quang Nguyen as managing director as the firm sharpens its focus on expanding its capabilities in the market. She succeeds former CEO Thi Thien Thanh (TT) Nguyen, who remains with the firm in an advisory capacity to ensure continuity.

With more than 15 years of experience across marketing, branding and communications, Quang brings a track record of growth and team leadership, most recently serving as managing director at BCM Vietnam, where she led a 100-strong team and built partnerships with clients including Unilever Food Solutions, Organon, Masan and Vinamilk.

Thukral said Quang’s leadership marks “an exciting new chapter for Edelman Vietnam,” praising her strategic vision and collaborative approach. “Her proven ability to drive growth makes her the ideal leader to build on TT’s legacy and lead our business into its next phase,” he said.

Quang shared her enthusiasm for the role, noting the momentum within both the market and the industry. “I am thrilled to join Edelman Vietnam at such a pivotal moment. I look forward to working with the firm’s talented teams and valued clients to drive growth, build trust, and deliver impactful work that elevates Vietnam’s reputation on the global stage,” she said.

Edelman said both leaders will be instrumental in strengthening the firm’s regional footprint and accelerating its commitment to delivering integrated, insight-driven solutions across APAC.

These two appointments come half a year after Christiane Schulz was named Edelman's new chief operating officer for Asia Pacific, effective 1 April. She reports to Thukral, and is focusing on enhancing operational excellence and client growth across the region.

Schulz transitioned from her role as CEO of Edelman Germany, a position she has held since 2019. During her tenure, she successfully expanded the firm's presence, strengthened its market position and drove business growth.

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