L’Oréal marketing boss is named Global Marketer of the Year by WFA

Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal, has been named as the 2023 Global Marketer of the Year by the World Federation of Advertisers (WFA). She was one of five shortlisted candidates for the award and topped the combined public and expert jury vote. 

Dubey has been at the cosmetics company since 2013, originally joining as CMO for L’Oréal China before taking on the same role for the whole of APAC in 2016.  

She returned to the company’s Paris headquarters in 2017 and became Chief Digital and Marketing Officer for the brand’s worldwide operations in April 2021. 

“L’Oréal has a strong track record of using the power of technology to enhance its marketing efforts and now claims a 30% share of influence, earned by partnering with more than 50,000 influencers across channels such as TikTok and gaming,” the WFA says. 

Augmented-reality beauty services and virtual try-ons 

“Asmita has introduced new augmented-reality beauty services and virtual try-ons for hair and make-up, as well as skin diagnosis through AI, with the latter attracting more than 100-million users in the past year.” 

She is the second L’Oréal Chief Marketing Officer to win the award, following on from Lubomira Rochet, who won in 2019.  

“Congratulations to Asmita, who is a worthy winner of this year’s title. L’Oréal is a digital powerhouse and its brands are well ahead of the market when it comes to managing an effective and efficient digital transformation,” says Raja Rajamannar, WFA President. 

“With a predominantly young target market, L’Oréal is not only aware of the rapid changes in behaviour that can occur in this demographic, but also responds to their needs in a culturally appropriate way.” 

The other shortlisted candidates for the award were: 

• Morgan Flatley, Global Chief Marketing Officer and Head of New Business Ventures, McDonald’s. 

• Aude Gandon, Global Chief Marketing Officer, Nestlé. 

• Marcel Marcondes, Global Chief Marketing Officer, AB InBev. 

• Lisa McKnight, EVP, Chief Brand Officer, Mattel, Inc. 

The WFA Global Marketer of the Year jury panel includes Ademorayo Apara, Senior MSE for Brand Strategy, Budget Planning & Special Projects at First Bank of Nigeria.