Member Interview with Jialin Chia

We are delighted to bring you a Member Interview with Jialin Chia, Senior Regional Marketing Manager (APAC & EME), Sirva

What’s your golden rule?

My golden rule combines obsessive clarity with genuine empathy. I'm persistent about defining clear problem statements before any creative work begins, but that clarity must be rooted in truly understanding about the people we're trying to help. Whether I'm planning a campaign, hosting an event, or working with a team, I believe putting people first, clients and colleagues alike is what leads to better and meaningful results. You can't solve a problem you don't understand, and you can't understand it without genuine empathy in your approach.

Who has been your biggest influence?

My influences have evolved as I've grown, which I think reflects how marketing itself has transformed. In my early days, I was captivated by David Ogilvy's philosophy of the 'Big Idea', the concept of identifying your unique value proposition and crafting a compelling message. That foundation taught me the power of clarity and differentiation.

Then comes Seth Godin's philosophy that marketing is about understanding customers' deepest desires and views, to telling stories, making genuine connections, and creating meaningful experiences. This resonated with my clarity with genuine empathy golden rule. It's not about pushing messages; it's about people's actual needs and aspirations.

The most transformative influence, has been becoming a mother of two young children while working alongside some incredibly powerful women leaders. Having the honor of interviewing several of them for our company's podcast opened my eyes to something crucial: the best leaders never stop being curious. They constantly push themselves out of their comfort zones to try something new. Watching these women navigate complexity with grace while staying curious about their clients, their teams, and themselves taught me that influence isn't about having all the answers, it's about asking better questions and having the courage to act on what you discover.
 

What is your most hated business expression?

It's not personal, it's just business.' Every decision affects real people, whether that's clients who trust us with their problems, colleagues who depend on our choices, or communities where we operate in. The moment we disconnect the 'personal' from 'business,' we lose the empathy that drives better decision-making.

What’s the smartest business idea you’ve ever had?

Realising we were measuring the wrong success metrics entirely. I proposed flipping our approach and optimising for a new metric. It was controversial because it meant admitting our previous strategy was flawed, but the results spoke for themselves. The smartest part wasn't the metric change but recognising and owning the mistake, demonstrating control, learning from it, and moving on.

Which leader do you admire most and why?

Indra Nooyi, the former CEO of PepsiCo. Her leadership style resonates with me on multiple levels, strategic, empathetic, and purpose-driven. Her philosophy of ‘Performance with Purpose’, businesses should deliver strong financial results while also contributing positively to society.

She was not only a visionary strategist but also incredibly personal in her approach. A story that moved me was how she wrote letters to the parents of her senior executives, thanking them for raising such talented individuals. That gesture shows a deep understanding that business success is built on human relationships.

I also admire how she navigated multiple roles, CEO, mother, wife with honesty and grace. She didn’t shy away from discussing the challenges of managing work and family, and she advocated for more supportive corporate environments. Her authenticity and ability to lead with both head and heart are inspiring.

What is on your mind the most right now as a marketing leader?

There are two things:

First is AI efficiency and automation. I'm focused with ensuring we embrace it, use it to amplify human insights, not replacing them. Leveraging AI tech to better understand and speak to our customers while ensuring every touchpoint feels genuinely human.

Second is authentic brand building and short-term performance. There has always been enormous pressure to show immediate ROI, but the most meaningful customer relationships are built over time, through consistent and genuine value delivery. I am navigating conversations and helping my key stakeholders understand that authenticity is not a nice to have, but a competitive advantage.

Why is being part of The Marketing Society important for your career?

Being part of The Marketing Society allows me to do two things I value: To learn and connect.

I’ve attended a few events, and each time I leave feeling inspired and energised. The speakers are consistently brilliant, offering fresh perspectives and insights that fuel my curiosity and professional growth. The opportunity to connect with other professionals also lead to meaningful conversations and new ideas that I carry back into my work.

Why does marketing matter to you?

Marketing especially in Asia Pacific, requires deep cultural intelligence and the ability to adapt global brands for local relevance whilst maintaining consistency. This challenges me to dig deeper whilst staying authentic. Also, APAC markets are mobile-first and innovation-focused. Marketing leaders get to be first movers and advocates to stay ahead of the game.

Tell us something that’s not on your CV

Something that's not on my CV is that I discovered the joy of cycling very late in my adulthood. Late last year, my husband and I taught our youngest, 3-year-old to ride the bicycle, and recently we've been enjoying night cycling adventures together as a family, covering 20km once.

This experience has taught me is the power of patience and breaking down complex challenges into manageable steps. Teaching a toddler to cycle requires you to see things from their perspective, celebrate small wins, and maintain encouragement. It's reminded me that some of the most rewarding achievements come from persistence.