Ex-L'Oréal and Naga DDB leaders join VaynerMedia APAC

VaynerMedia APAC has expanded its consulting operations with the appointment of Aga Sitarczuk (pictured left) and Hajar Yusof (pictured right) as business directors, as the agency looks to meet growing demand for social-first marketing transformation across the region.

Based in Singapore, Sitarczuk joins VaynerMedia after serving as marketing transition lead at L'Oréal SAPMENA, where she spearheaded the centralisation of marketing operations. In her new role, she will help clients navigate digital and AI transformation, build agile marketing operating models and strengthen social-first capabilities.

Sitarczuk brings more than 16 years of experience across brand management, digital transformation and AI implementation. Prior to L'Oréal, she served as a business director at VML and Foolproof, as well as global digital and eCommerce business director at BBDO Worldwide. She has also managed global brands across more than 30 markets from hubs including London, Warsaw and Singapore.

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Meanwhile, Kuala Lumpur-based Hajar joins the agency after five years as head of digital experience at Naga DDB Tribal, where she integrated brand and social capabilities through a social-first lens. She previously held roles at IPG Mediabrands and GroupM .

Together, the pair will bolster VaynerMedia Consulting's capabilities in helping organisations adapt to an increasingly AI-led and social-first marketing landscape. They will work with clients across the Asia Pacific region to decode evolving consumer attention dynamics and build systems and processes designed to drive relevance, agility and business growth.

Both Sitarczuk and Hajar report to Shrey Khetarpal, head of consulting, VaynerMedia Asia Pacific.

The appointments come as brands face mounting pressure to rethink traditional marketing structures amid rapid shifts in consumer behaviour, platform ecosystems and artificial intelligence adoption.

According to Khetarpal, the agency's consulting arm was built to bridge strategic thinking with practical execution.

"At VaynerMedia Consulting, we don’t consult from the sidelines - we build, operate and evolve brands in the real world of marketing. We combine deep strategic rigour with hands-on practitioner support across creative, media, creators, influencers and platforms, altogether giving us a live pulse on what actually works," he said.

"We don’t just advise, we embed operating knowledge to help clients act differently and fast. When we met Hajar and Sitarczuk, we shared the same excitement and drive to bridge consumer reality with business impact at the speed of culture. I am honoured to partner with them and learn from them everyday," added Khetarpal.

Meanwhile, Sitarczuk said brands today require more than strategic recommendations to keep pace with the changing marketing landscape.

"Having spent my career embedding with senior leadership teams to design marketing operating models and drive digital & AI transformation, I know firsthand that brands need more than just theoretical advice to navigate today’s landscape," she said. "I am thrilled to join VaynerMedia Consulting to help our clients build the internal agility, operational efficiency, and social-first marketing ecosystems required to capture modern consumer attention for business growth."

Similarly, Yusof said she was excited to help organisations unlock growth through social-first marketing approaches.

"Having spent more than a decade shaping brands through social media, I'm excited to begin a new chapter helping businesses that truly believe in a social-first approach unlock growth across Asia Pacific. I’m incredibly grateful to start this journey with VaynerMedia Consulting," she said.

The appointments take effect immediately and come two years after VaynerMedia launched its consulting offering in Asia Pacific. First introduced in the US in 2020, the practice was established to help brands place consumers at the centre of their marketing organisations through services ranging from audits and workshops to transformation programmes and ongoing advisory support.

Sitarczuk's and Hajar's appointments also come as VaynerMedia continues to invest in its social-first capabilities across Asia Pacific. Earlier this year, VaynerMedia Japan expanded its senior leadership team with the appointments of executive creative director Yousuke Ozawa, strategy director Nahoko Yokota and account director Chiori Suzuki, as the agency looked to strengthen its ability to deliver consumer-centric social content and business growth in the market. Together, the hires reflect VaynerMedia's broader push to deepen local expertise and help brands navigate an increasingly social-first marketing landscape across the region.

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