Ms. Freddie Covington is not only a true internationalist who was born in France, raised in the UK, Belgium and Holland, and has spent her working life in the US and Asia, but she believes in “ideas that transform.” She leads Microsoft’s Asia-Pacific marketing strategies for all of the company’s offerings across both commercial and consumer audiences. Freddie regularly applies Darwin’s famous quote to brands: “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” Her definition of a brand champion is someone who is always spotting, interpreting, and managing change to build stronger brands.
Her own “glocal” marketing models for Asia Pacific are breaking new ground while providing benefits for both Microsoft’s world headquarters in terms of efficiency and scale and for the company’s local markets in terms of cultural relevance and true localization. She has also proven that “cultural clustering” is a more effective way of creating good work and developing campaigns that resonate with local customers.
Her role as Central Marketing Organization (CMO) Lead exists to build and deliver a holistic marketing communications discipline for use across all Asia-Pacific markets in order to provide a new level of marketing innovation, planning, end-to-end execution, as well as digital and operational excellence. Freddie heads up the Asia-Pacific community of CMOs in the region providing region-wide marketing governance, metrics for marketing discipline excellence, marcom orchestration and the majority of marcom execution. Freddie, though, summarizes this vast job as “driving marketing innovation and inspiring consumer passion for our technology and brands.” And, in doing so, Ms. Frederique Covington always over-delivers.