Most transformations don't fail on technology. They fail on people, process and platform.
Why Mad About Marketing Consulting?
Mad About Marketing Consulting is a transformation advisory for C-suite leaders in Asia-Pacific. We make marketing, customer experience and AI investments actually change how work gets done, using a People, Process and Platform method built over 26 years inside financial services and consultancies.
Who We Serve
We help C-suite leaders in Asia-Pacific transform marketing, customer experience and AI adoption, so the investment changes how your teams work, not just what's in your tech stack. Our clients are CMOs, CXOs, CDOs, COOs and CEOs in complex or regulated organizations, with depth in financial services and professional services.
Our Values
Our values are people- and purpose-centric, driven by a passion for problem-solving, and underscored by empathy and integrity.
The Problem
The AI pilot that never left the pilot. The CRM that sales still works around. The customer journey redesign that stopped at the slide deck. The marketing team that's busier than ever and still can't prove its value to the board.
None of these are strategy problems. They're adoption problems. The people who have to change weren't brought along, the processes never got redesigned, and the platform was bought before anyone agreed what it was for.
What We Do
Three practices. One method.
Marketing Transformation. Redesign how marketing works with sales, product and technology. Operating model, team structure, MarTech rationalisation and revenue alignment, so marketing is measured as a growth engine, not a cost centre.
Customer Experience Transformation. Fix the experience where it actually breaks: in the handoffs between channels, teams and systems. Journey redesign, CX governance and the balance between digital, AI and human service, especially in regulated industries.
AI Adoption and Transformation. Get AI out of pilot purgatory. We measure where your people actually are, build a 12-month adoption roadmap, and create the champions, governance and enablement most AI programmes skip.
Change management and enablement run through all three. They are how we work, not a separate service.
You've bought the tools. You've hired the agencies. So why does nothing feel different?
How Are We Different
We don't run your campaigns. We don't sell you software.
We fix the system that decides whether either works. Every engagement starts with evidence from your own people, not a template, and ends when the change sticks, not when the deck is delivered.
Our People, Process and Platform method comes from 26 years of leading these transformations from the inside, at Citibank, EY, Credit Suisse, JLL, Kantar, State Street and OCBC. We know what gets approved in a steering committee and what quietly dies after it.
How We Work
Four ways to work with us
What It Looks Like In Practice
The challenge. An established bank, founded in the 1990s, wanted marketing to become a genuine business enabler rather than a support function.
Our approach. We ran deep-dive and ideation workshops to surface pain points across people, process and platform, then prioritised fixes that could be delivered cost-efficiently.
The outcome. A streamlined MarTech stack, a marketing team restructured into an agile function, and stronger engagement between marketing and the business. Ongoing work covers culture and change management, marketing and sales enablement, and content and campaign optimisation strategy.
In their words: Ng Yick Wei, Head of Group Strategic Marketing and Communications. [Read the full case study]
Testimonials
“I have no hesitation in recommending and endorsing Jaslyin. She has a great ability to lead and guide the C-suite towards a transformative journey to integrate the business, sales and marketing teams in working towards a new solutions model. She understands and successfully navigates complex structures both across geographies and business lines. She always brings a fresh and visionary perspective to business challenges. She’s unique in identifying and designing the right approach but also in executing it. ”
“Jaslyin has been working with us on an initiative to elevate our marketing capabilities by focusing on People, Process and Platform. Throughout our interactions with her, Jaslyin has demonstrated exceptional ability in assimilating and analysing a vast amount of information, and offering thoughtful recommendations based on her deep industry expertise. She is also flexible in her approach, always ready to provide alternatives and adjust her recommendations based on user feedback and changing circumstances. We are especially appreciative of her willingness to go the extra mile to ensure we get the most value from our engagement with key vendors and agencies.”
“Working with Jaslyin and Glenna from Mad About Marketing Consulting was a fantastic experience! They played a pivotal role in conceptualizing and developing the brand identity and communication guidelines for Avanteon. Their strategic insight, creativity, and professionalism made the entire process smooth and impactful. They truly know what they’re doing and I would continue working with them and would recommend MAMC to anyone else.”
“The integrated marketing strategy not only amplified the visibility of my ‘Two Rivers’ exhibition but also ensured a seamless experience for visitors and high-profile stakeholders.
The thoughtful approach to resource optimization and stakeholder engagement truly made a difference—helping to turn a vision into a successful public event”
“Jaslyin has great experience in marketing with valuable skills and abilities in creating from scratch or working with and enhancing a content strategy, ensuring it is closely aligned with the target audience with an excellent understanding of how to implement this successfully in a large corporate environment.”
Not sure where the real blocker is? Start by measuring it.
Our diagnostics take 15 minutes per team member and give your leadership team a clear, benchmarked view of what's holding your transformation back.