To capitalise on the emerging opportunities in the experiential marketing space, LIQVD Asia was conceptualised as Asia’s first experiential multi-cultural marketing entity. The company is now all set to begin operations in Singapore, and has appointed Sudipa Sen as Country Head.
Sen would be working with Arnab Mitra, Co-Founder of LIQVD Asia and the senior management based out of India. She joins the company on July 9, 2013.
A known business strategist, Sen brings a well rounded experience to the table, encompassing business acquisition, developing rich customer relationships, managing offshore teams and the generation of profitable growth. Till recently, she was the Country Head for Resultrix Singapore, the recently acquired digital brand of ZenithOptimedia. Prior to that, she was the Business Development Lead for Singapore and Malaysia at Pinstorm.
Commenting on Sen’s appointment, Arnab Mitra said, “Sudipa’s business acumen is far beyond the present era. She is not only a creative thinker, but is also results and growth focussed. Having her on board means working with a human strategist, who brings great creative and sharp analytical abilities to our team.”
Mitra believes that LIQVD recognises the sweet spot that is created with the shift of control in the consumer’s hands. “Internet has enabled people to go beyond being just customers to becoming members of a company or co-creators in the culture surrounding a product,” he said, adding, “Developments such as increase in higher education, improving standards of living, growing social complexity and longevity over the past century have given birth to a new desire for individual self-determination. People want to control what matters, be heard and have social connections on their own terms. The needle is moving from products and services to tools and relationships enabled by interactive technologies. Amazon, Apple, eBay and YouTube are some examples of companies that have put the power in the hands of the consumer. This movement is at the centre of our thought process at LIQVD Asia.”
LIQVD Asia focusses on experiential solutions backed by technological relevance with clear and highly measurable metrics, and Mitra believes that this differentiation allows it to attract talent such as Sen.
Speaking on her new mandate, Sen said, “It is challenging to build a completely new concept with unprecedented ideas and techniques. While LIQVD Asia is a new entity all together, it is oriented towards a better consumer future and I look forward to contributing to the company’s objectives.”
LIQVD Asia was launched in India in February 2013. The company began with a team of 28 members and has been hiring since. Sen’s appointment further augments the talent pool at LIQVD. Some of the brands that the company works on include Adidas Originals, UCB, Sennheiser, and DMTI, among others.