It started with a passion for solving problems with empathy. It still does.

Dr. (H.C.) Jaslyin Qiyu has spent 26 years leading marketing and customer experience across financial services, consulting and healthcare in Asia-Pacific, including senior regional roles at Citibank, Cigna, EY, Credit Suisse, JLL, Kantar, State Street and OCBC.

Across those roles, the pattern was the same. Strategy was rarely the problem. The hard part was getting people, processes and platforms to change together. She founded Mad About Marketing Consulting in January 2024 to help leaders solve exactly that, and built the People, Process and Platform method that underpins every MAMC engagement.

She is recognised as one of CX Network's Top 50 AI Leaders in CX 2026 and one of e27's Top 27 Contributors of 2025. She holds post-graduate certification in Digital Business Strategy and Artificial Intelligence from MIT Sloan School of Management, a Master's in Management from University College Dublin, and an honorary Doctor of Professional Studies in Marketing.