Why marketing veteran Mediko Azwar left Bluebird to launch a fractional CMO venture

After nearly three decades navigating the world of marketing, Mediko Azwar (pictured) is taking a bold step: leaving his post as CMO of Bluebird to establish his own firm, CMO+. The move marks not just a career pivot, but a statement on the evolving demands of marketing leadership in Southeast Asia.

Azwar’s departure from Bluebird earlier this year, where he oversaw the transformation of a homegrown brand, was motivated by a recurring challenge he observed among business leaders: the need for senior marketing expertise without the commitment of a full-time executive.

Through more than 10 years in multinational FMCG companies, he grew convinced that marketing belongs at the core of business strategy. Yet with digital’s rise and roles becoming ever more specialised, he observed many marketers drifting further from the business, narrowing their focus to functions rather than enterprise-wide impact.

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“The solution wasn’t just more marketing - it was better leadership in marketing. CMO+ was created to fill that gap with a fractional model that blends strategic marketing leadership, coaching, and hands-on mentoring - offering high-impact growth support without the full-time price tag,” he said in an interview with MARKETING-INTERACTIVE.

Learning from legacy brands

At Bluebird, Azwar led the transformation of the legacy brand by aligning marketing, technology, and operations with the company’s core business priorities, rather than focusing solely on campaigns - an approach he says proved successful. 

Having managed Bluebird’s marketing for more than three years, he also brings leadership experience from notable companies such as XL Axiata, Kimberly-Clark, and Grab to confront a recurring challenge he has seen across his career.

Azwar’s experience as a certified professional coach has also shaped CMO+’s philosophy. “I saw how often marketing challenges are really people and leadership challenges - misalignment, lack of ownership, unclear direction. That’s why CMO+ doesn’t just advise,” he said.

We build capacity. We coach. We partner with teams to shift mindsets.

This dual focus on strategy and human capability positions CMO+ differently from traditional marketing consultancies or coaching firms. It is simultaneously analytical and practical, providing immediate, measurable outcomes while also strengthening internal team leadership.

Fractional leadership for high impact

CMO+ operates with a small, experienced team, intentionally designed for depth rather than breadth. Alongside Azwar, the firm includes Julio Manuputty, with over 20 years in the global downstream oil industry and experience at Shell, and Endach Octariani, who brings regional experience from Philips and Assa Abloy.

The new firm offers a flexible suite of services designed to meet the strategic needs of companies at different stages. In his fractional CMO role, Azwar steps in as a leader, setting direction, managing teams, and reporting to executive boards.

Think of it as a strategic co-pilot for a few hours a week... While it’s part-time, it’s strategic, not tactical.

For companies seeking lighter-touch support, CMO+ provides CMO-on-Call, offering regular coaching, mentoring, and strategy check-ins for internal marketing teams. The firm also runs intensive, short-term projects such as Audit in a Box, a four- to six-week engagement that evaluates marketing performance, team alignment, and operational systems, providing actionable recommendations to drive sustainable growth.

This model allows clients to access senior strategic leadership at a fraction of the cost and time commitment of a full-time CMO, while also embedding long-term capability in marketing teams.

A market ripe for innovation

The fractional CMO concept is still relatively novel in Southeast Asia. “The biggest challenge? Reframing ‘fractional’ as strategic, not ‘part-time.’ Many still assume senior marketing means a 9-to-5 exec on payroll,” Azwar said.

As previously reported by MARKETING-INTERACTIVE, adoption across the region remains uneven. Many companies misunderstand the fractional CMO role, confuse it with temporary freelance support, or hesitate due to budget and structural constraints. In more mature markets such as Singapore, fractional CMOs are gaining traction, while in other areas adoption is slower, often limited by organisational readiness and funding uncertainty.

Even so, early adopters are seeing the value quickly. “Several have told us: ‘You gave us more clarity in one month than we’ve had in the last year.’ The response has been overwhelmingly positive from forward-thinking founders and leaders,” Azwar said.

CMO+ is engaging with clients across industries, from growth-stage startups and PE-backed firms to legacy businesses seeking a transition. This includes mentoring a newly appointed marketing director at a premium services firm - co-creating strategy, setting up clear planning systems, and supporting the adjustment into the role.

Measuring success and lasting impact

For CMO+, success is measured on two levels: client outcomes and enduring impact.

“We track improvements in marketing metrics linked to business goals and most importantly - team capability and confidence,” Azwar said. “For ourselves: repeat business, client referrals, and impact longevity.”

If clients still thrive after we step back, we’ve done our job right.

This focus on sustainable growth and leadership development reinforces CMO+’s positioning as more than a consultancy or coaching firm - it is a partner in transformation.

In its first years, CMO+ is prioritising building a presence in the market and deliver maximum value to clients. “We believe the future of marketing leadership is more flexible, coach-like, and impact-driven. CMO+ is here to shape that future,” Azwar said.

With investors recognising the model as a de-risking strategy for brand growth, and early clients experiencing rapid alignment and results, CMO+ is at the forefront of a shift in how Southeast Asian companies access and apply senior marketing leadership.

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