The Drum Awards WFA Global Marketer of the Year Marketing

L’Oréal’s Asmita Dubey named WFA Global Marketer of the Year


By John McCarthy, Opinion Editor

February 27, 2024 | 4 min read

L’Oréal chief digital marketing officer Asmita Dubey has won this year’s vote to be named the WFA Global Marketer of the Year.

Asmita Dubey, WFA winner

L’Oréal’s Asmita Dubey wins Global Marketer of the Year

Dubey took the accolade after beating off strong competition from fellow nominees 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 and Lisa McKnight, EVP, chief brand officer, Mattel.

She has been with L’Oréal 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 CDMO in April 2021. L’Oréal has a strong track record of embracing tech to enhance its marketing efforts. It now claims a 30% share of influence, catalyzed by partnering with more than 50,000 influencers across channels such as TikTok and gaming.

Dubey was particularly proud of introducing new A/R beauty services and virtual try-ons for hair and make-up as well as skin diagnosis through AI, with the latter attracting more than 100m users in the past year.

“To stand alongside the tremendous group of talented marketers from around the world is deeply meaningful to me. It brings me great pride and joy to be selected as the 2023 WFA Global Marketer of the Year”, said Dubey. “The future of beauty is physical, digital and virtual. At L'Oreal we are continuously reinventing beauty experiences to Create the Beauty that Moves the World.”

She is the second L’Oréal CMO to win the title, following on from Lubomira Rochet in 2019.

“Asmita’s win is a testament to the respect and admiration that L’Oréal has earned across the global marketing community over a number of years. Its commitment to and resolute focus on effective digital transformation has made the company an indisputable leader in this space. Congratulations to Asmita,” said Stephan Loerke, WFA CEO.

Earlier this year, Dubey shared her vision of what an augmented marketing future should look like. Aude Gandon, global CMO of Nestlé, also shared her Marketing Manifesto: Killer creative operations mean nothing without killer creative ideas.

The Drum Awards WFA Global Marketer of the Year Marketing

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