Biography
Mawarni Adam
mawarni /ma•war•ni/
Pronunciation: (maa-wahr-nee)
Mawarni Adam is a marketer and brand builder. Her corporate career experiences include Dow Chemical (USA), McCann Worldgroup, Citibank Malaysia, Tune Protect Group (f.k.a. Tune Ins Holdings Bhd), AirAsia BIG Loyalty Programme, Tune Hotels, Sime Darby Group Innovation Lab, iflix Group, Berjaya Sompo Insurance Berhad and Sompo Holdings Asia.
In the startup arena, Mawarni founded Magnoliya in April 2008, an eCommerce platform focusing on gifts and children's products which she later exited in December 2012. After three years, in January 2015, she founded M Consulting Asia, a brand and marketing consultancy, and pivoted it in December 2020 to MARQETR, an internet marketplace platform focusing on on-demand marketing services powered by freelance marketers which she also exited in February 2024, following an acquisition by foreign investors.
Mawarni is no stranger to international, regional, and local marketing award shows and major conferences as she served as a jury/judge, panelist and speaker on many occasions. To date, she has won over 20 awards, honors, and recognitions, garnered during her time when she was leading her brand and marketing teams in various organizations, including her ventures.
She was a Fellow member at The Chartered Institute of Marketing (CIM) from 2019 to 2022 and achieved the coveted Chartered Marketer status, being among the 3,000 registered Chartered Marketers globally. Closer to home, she was also an Affiliate Member of the Institute of Corporate Directors Malaysia (ICDM) from 2020 to 2022, enriching herself in learning about the architecture of the modern board as part of her leadership growth.
In March 2024, Mawarni self-published her first book on Amazon Kindle Direct Publishing (KDP), titled "The Introvert's Guide to Personal Branding: How to Win and Thrive at Quiet Branding", available in both eBook and Paperback formats. This first medium content book was quickly followed by three low content books such as a password organization book, a coloring book and a brand guideline book. She plans to add more published works over time, including high content books such as children's books, and a memoir. In addition to her books, her artsy and crafty handy work will soon be available for purchase in merchandise format from her online store.
Outside of her career, Mawarni actively mentors women who are making a career comeback or a career shift, and young adults who are looking for career advice, networking tips, and personal branding guidance. In 2021, she combined mentoring with a charitable cause, when she helped fundraise for the Malaysian Medical Relief Society (MERCY Malaysia), COVID-19 Pandemic Fund. Since 2019, she has mentored over 20 mentees from all over the world through partnerships and collaborations with various groups and associations.
In her personal life, Mawarni is a mother to two children: daughters Janae and Faylin. Mawarni and her family currently live in Kuala Lumpur, Malaysia, where she enjoys reading and writing, arts, and crafts, and baking in her spare time. On long weekends, you may find her at the lake or by the beach, doing watersports such as jet skiing and kayaking.
Parents: YB Senator Tan Sri Dato' Sri Adam bin Kadir, YBhg. Puan Sri Datin Sri Maniseh Subari
Alma mater: Northwood University, Michigan Campus, USA.
Featured In
Praises and Kind Words
Patrick Grove
Group CEO of Catcha Group
"Mawarni is a total rockstar; we gave her such a demanding and complicated timetable but she nailed it and made everything a breeze! Can't wait to work with her again! And the final product was totally beyond my expectations!"
Azran Osman-Rani
CEO, Business Builder and Investor
"Mawarni led a marketing campaign that I was a part of. She combines high-level conceptual creativity with the execution discipline and follow-through that's needed to bring great marketing ideas to life - on time, and on budget. I would recommend working with her if you want that personal senior-level handling and attention to detail."
Joel Neoh
Founder of Fave
"Dedication, creativity and an uncanny ability to connect ideas and people...from brainstorming to executing the branding campaign that I was a part of; I can't be happier with the entire process and the successful outcome."
Rafiza Ghazali
CEO at KAF Islamic Bank
"Mawarni was instrumental in giving the project the zest that was needed, given the target audience of the platform. She handled all communication and deliverables of the engagement with high professionalism. It was a pleasure having her on the team, and I would recommend her to anyone who is looking for a creative solution for a similar engagement." [Note: This quote was given when Rafiza was the SVP at Sime Darby. It was for the branding and marketing strategy for a consumer engagement platform pilot project that was launched in January 2017].
Mark Anthony
Executive Director, Head of Regional Bancassurance at Sompo Holdings (Asia)
"We showed her the box, she showed us what we could do from the outside looking in. It is natural to be skeptical about colleagues who do not come from the insurance industry. Truth be told, that was how it was, but Mawarni not only gave us different lens to view ourselves, but she also made overly complicated planning and organization into an artform that stressful events and tasks were met with enthusiasm and excitement. There was always a more fun approach to tackling a problem which did not require compromise or bending the rules. A true marketing evangelist who constantly seeks to understand and address consumer needs, someone who truly understand that “customer” is key in Customer Value Proposition."
Abdul Sani Abdul Murad
Group Chief Marketing Officer at RHB Banking Group
"I’ve known Mawarni as a professional marketer when we were part of the judging panel in numerous renown Marketing Awards Show. She comes across as a very outcome-focused individual who’s very passionate about what she does. Mawarni is always bursting with creativity whenever a challenging issue is at sight, while maintaining her poise in actively engaging people with diverse views. She has the ability to steer everyone to get the best possible resolve and results that’s agreeable to all. She strongly believes in people development and ever willing to seek to find opportunities to train and coach her team to be well equipped with the knowledge & experience to deliver result-based work, as she believes that one has to continuously seek out new knowledge in order to stay current and relevant. It’s a mantra she holds dearly, thus she is a constant learner herself. Indeed, she possesses an attribute that’s a hallmark of a great leader."
Al-Ishsal Ishak
Former Chairman of MCMC and FMT News
"Mawarni and Marketing are as synonymous as the "M" that precedes them. I had the privilege to collaborate with Mawarni on a variety of high impact brand building and customer acquisition initiatives while she was Head of Marketing at Tune Ins Holdings Bhd. Mawarni's flair to be on the pulse of consumer behaviour matched AirAsia's aggressive conversion targets. Flowing with fresh ideas and energy are two apt descriptions of her work ethos, as is integrity. Thus, the results that followed was no coincidence."
Greg Paull
Principal and Co-founder of R3
"I've always been an advocate of best practice, transparency and innovation - and as I learnt more about Mawarni's initiative, it's clear this was the true baseline for this. It's an honor to be partnering with Mawarni. I admire her vision and drive."
Shaun Tay
Co-Owner and Chief Executive Officer of FCB Group Malaysia
"I have worked with many senior marketeers in my career and the one, singular trait l look for most to determine if a client is worth investing time in is having a VISION. Mawarni has that and more. She can see the long game and to make the hard decisions necessary to achieve the game’s end goal. In an industry that’s becoming increasingly plague by short-termism, that is a rare ability and typically possessed by those blessed with strategic foresight. In saying that, Mawarni’s ability to think on her feet and calling the shots required in today’s accelerated world should not be discounted. 2020 was a testament to that as together, we successfully pivoted major campaigns that otherwise would have been shelved. I would absolutely have no hesitation in working alongside Mawarni, she’s top notch in my book.”
Jonathan Seevaratnam
Founder and CEO of Jiggee Sdn Bhd
"I have known Mawarni now for over two decades and have watched her strive for perfection in everything she puts her hand to. Very detail oriented and a real taskmaster as well. Nothing gets past her eye. She has a strong drive to see the end goal achieved and takes no shortcuts in getting there."
Mandakini Negi
Co-Founder and Head of Sales, Moving Walls
"My association with Mawarni started as her being the client and over the years has developed into a partnership all because of the Experience, Credibility, and Trust she brings to our partnership. Mawarni has established her authority in this fast-paced Marketing world by preparing for constant changes that today’s business environment demands by designing the future for Brands, strategising and showing boldness to Execute. I have seen her consistently elevate her potential by pushing boundaries and bringing innovative thinking processes to the table. Moreover, due to her clarity and simplicity in thinking, and excellent command on communication, she has been easy and a pleasure to work with as a client and a partner."
Rob Nolan
Chief Marketing Officer
"I had the pleasure of recruiting and working with Mawarni at iflix and without hesitation I would recommend her as a great leader and marketer. Hugely enthusiastic, and passionate about putting the customer at the heart of everything, Mawarni can carefully craft exceptional work by balancing both big idea generation with great execution. Mawarni’s calm, sincere and authentic approach inspires loyalty with those she works with."
Lee Ching Wei
Co-Founder of iMoney Group
"It has been a great pleasure working with Mawarni. My overall experience has been very pleasant. I'm impressed particularly by the way she has managed the marketing project; how she ensured things were executed timely and according to plan/schedule, without any compromise in quality (it can't be easy with 5 extremely busy entrepreneurs!). I'm also pleased with the outcome of the video, which tells me, she is very much a perfectionist and wouldn't let a poor-quality outcome come to light. I would definitely recommend Mawarni to anyone who's looking for someone very competent and reliable to run/lead a similar project."
Mehul Mandalia
Co-founder and Head of Product, Moving Walls
"Mawarni has got that rare combination of creative flair and attention to detail. Having worked with her in various capacities both as an external vendor and partner, one thing that has always stood out is her ability to constantly learn and implement new ideas. I have personally witnessed how she transformed a traditional insurance company into a recognisable, award-winning, and talked-about brand in a short span of time while growing a young and talented in-house marketing team. I would definitely recommend reaching out to Mawarni for designing and implementing successful brand strategies, marketing campaigns, and customer experience programs."
Christine Ngiam
Compliance Officer
"I reported to Mawarni when I was at a General Insurance company and once again when I joined MARQETR, which was my first start-up. The one thing that impresses me about Mawarni is that she is a person with visionary ideas, and I got to learn a lot of brilliant and creative ideas from her during my time at both of the companies. She challenged me to become better at marketing and pushed me out of my comfort zone to take-up tasks and projects that will improve my skills. Everyday working with her was always filled with learning opportunities."
Albert Tan
Learning and Development Lead
"I believe in growth through learning. Mawarni and I were colleagues at our previous roles in a general insurance company. Through our collaborations in her role as the head of the marketing department and me as the L&D lead, she had given me the outlet to be innovative and creative in designing learning outcomes, organizing events like townhall and team building. If there's been any growth I see today, it's through working and interacting with her."
Sulaiha Subi
Data Scientist
"I work under Ms. Mawarni's leadership at MARQETR and she has been a source of inspiration for me since Day 1 when I met her. Her positive vibes and well-developed leadership toolkit that she brings, made her a role model that I admire and want to emulate. As an industry expert, she is confident and trustworthy, and I appreciate how she delegates tasks to ensure the workloads are well-balanced."