Edelman's head of digital for Hong Kong and Taiwan, Yuliani Setiadi, has relocated to Singapore to take up a new role as head of digital for Southeast Asia.
Setiadi will lead the firm's digital strategy in Southeast Asia, focusing on driving innovative solutions that build trust and long-term growth for Edelman clients. He will continue to report to Jamshed Wadia, vice chairman, digital, Edelman Asia Pacific.
“Yuliani's ability to embed trust into every aspect of her work sets her apart,” Wadia said.
“She brings a well-rounded perspective with extensive experience not only in digital but also in integrated marketing across a wide range of industries, from CPG, retail and automotive to B2B and healthcare. Her creative, human-centric approach, combined with her extensive regional expertise, will be invaluable as we continue to expand our digital capabilities in Southeast Asia.”
Setiadi has an 18-year career in brand planning, digital and integrated marketing, working both in Asia and the Netherlands. Prior to joining Edelman in 2022, she held various leadership roles at Ogilvy, leading key client relationships and expanding the company's digital services in both Indonesia and Hong Kong. In recognition of her contributions to the industry, she was named one of Campaign Asia's “Top 40 Under 40” in 2017.
In his previous role as Head of Digital at Edelman in Hong Kong and Taiwan, Setiadi demonstrated a strong commitment to blending data-driven insights with creativity to build impactful relationships between brands and their audiences.
SEA will prioritise a holistic approach to digital transformation and ensure its digital strategy continually enhances the level of trust the organisation has among consumers.
“I am passionate about the role trust plays in building and maintaining relationships with consumers, particularly in Southeast Asia's diverse and dynamic markets,” Setiadi said.
“In a region with vastly different levels of digital maturity, we have a unique opportunity to lead by example: creating digital experiences that are transparent, authentic and impactful, driving both action and growth. We're excited to work with talented teams across Southeast Asia to push the boundaries of what's possible with digital.”
Setiadi's appointment comes as Edelman continues to strengthen its digital footprint in Asia Pacific, particularly Southeast Asia, a region with abundant opportunities for brands to innovate and differentiate. Under her leadership, Edelman will continue to deliver industry-leading digital strategies that resonate deeply with local audiences and foster long-term trust.
