Mondelēz Thailand marketing head exits after 14 years

Mondelēz International’s Thailand head of marketing Anuraag Agarwal is leaving the company after nearly 14 years, marking the end of a career spanning brand management, regional marketing and country-level leadership across the snacking giant.

Speaking to MARKETING-INTERACTIVE, Agarwal said the decision came at a natural point in his career, describing it as a moment to “pause, reflect and step into the next chapter” of his professional journey.

“Over the course of my time here, I’ve had the privilege of leading incredible teams, building iconic brands, and driving meaningful growth. The biggest takeaway for me has been the power of people and culture — when you empower sharp, creative talent and stay obsessively focused on consumer behavior, extraordinary brand growth follows naturally,” he added.

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Agarwal joined Mondelēz in November 2012 as a graduate trainee and has since held a series of brand and regional marketing roles across its biscuits and refreshment portfolio. He moved into the Thailand head of marketing role in July 2024, joining the country leadership team and overseeing the marketing vision for key brands including OREO, Halls and Cadbury.

Across his time with the company, Agarwal said the work that stayed with him most was centred on culture, unexpected collaborations and digital-first engagement. He pointed to recent regional and global partnerships for OREO, alongside local activations for Halls, as examples of how legacy brands can continue to evolve and generate cultural conversation.

His final months with Mondelēz saw him continue to drive work across its portfolio in Thailand.

For Halls XS, he marked the first anniversary of its partnership with Thai singer Jeff Satur with a fan meet-and-greet for 300 fans, while extending the collaboration for another year.

He also oversaw the Thailand launch of TIGO, Mondelēz’s new biscuit brand, following his earlier involvement in developing the brand for Southeast Asia. The launch brought TIGO’s playful identity and mascot to the Thai market, marking another milestone in the brand’s regional rollout.

Looking back on 14 years in marketing, Agarwal said the fundamentals of the discipline have remained unchanged, with understanding consumer behaviour and needs still at its core. What has shifted dramatically, he said, is the speed at which trends emerge, the fragmentation of channels and the complexity of data marketers now have to navigate.

“Trends now move at lightning speed, often lasting only a few weeks before consumers move on to the next big thing,” he said.

Agarwal also pointed to platforms such as TikTok as increasingly important channels for driving meaningful engagement, while AI is rapidly changing how marketers work.

For the next generation of marketers, he said the ability to use AI effectively while keeping pace with fast-moving consumer trends will be critical to driving “real speed and impact.”

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