Edelman Taps New Leaders To Power Vietnam Growth and APAC Strategy
The firm named Quang Nguyen as Vietnam MD and Pooja Rawat as APAC CSO, signaling deeper investment in country growth and regional strategy.
Edelman has appointed Quang Nguyen as Managing Director of Vietnam and Pooja Rawat as Chief Strategy Officer for Asia Pacific, signaling the global PR firm's dual focus on Vietnam market expansion and regional strategic coordination in 2025.
Leadership Shift Brings FMCG and Healthcare Expertise
Nguyen succeeds former CEO Thi Thien Thanh Nguyen, who will remain in an advisory role to maintain continuity. She brings over 15 years of marketing and communications experience from BCM Vietnam, where she led a 100-person team serving clients including Unilever Food Solutions, Vinamilk, Organon, and Masan.
"Quang is the ideal leader to build on TT's legacy and lead our business into its next phase," said Rakesh Thukral, CEO of Edelman Asia Pacific, in the announcement.
Her client portfolio positions Edelman to expand in two of Vietnam's fastest-growing sectors: FMCG and healthcare. The firm's Vietnam office will focus on integrated communications, brand reputation, and corporate advisory services under her leadership.
Nguyen expressed enthusiasm about joining Edelman at what she called a pivotal moment, aiming to build trust and elevate Vietnam's global reputation through the firm's communications capabilities.
Leighton Cosseboom
Mumbai-Based Strategy Chief to Drive Regional Coordination
Rawat joins from MullenLowe Lintas with 18 years of experience across four Asian markets. Based in Mumbai, she has worked with brands including Axis Bank, Tata Motors, Jeep, and Lifebuoy, bringing expertise in strategic consulting and cultural adaptation across diverse markets.
Her role emphasizes strategic consulting and cross-market collaboration spanning India, Southeast Asia, Central Asia, and China. This geographic scope reflects Edelman's focus on coordinating regional strategy while respecting local market nuances.
"Pooja's analytical rigor and creative vision will be instrumental in shaping how we show up for our clients," Thukral noted. Her appointment aims to strengthen Edelman's strategic capabilities through data-driven insights and creative vision.
Rawat said she looks forward to shaping strategy across diverse markets and delivering integrated solutions that drive impact, aligning with Edelman's commitment to creativity and data-driven insights.
Leighton Cosseboom
Combined Local Execution and Regional Strategy Model
The dual appointments create a three-person APAC leadership structure alongside Chief Operating Officer Christiane Schulz. This model separates country-level execution from regional strategic planning, allowing Nguyen to focus on Vietnam market growth while Rawat coordinates broader APAC strategy from India.
For companies evaluating PR partners in Asia Pacific, the structure suggests Edelman is investing in both market-specific expertise and cross-border strategic coordination. The firm's emphasis on Vietnam reflects the market's growing importance in sectors like consumer goods and healthcare, where Nguyen's BCM Vietnam background provides established client relationships.
The appointments take effect immediately, with both leaders reporting to Thukral as part of Edelman's 2025 APAC expansion strategy.
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