Asian Marketing Committee

The Asian Marketing Committee helps members unlock growth by engaging one of the fastest-growing and most economically influential consumer segments in the United States. It serves as a collaborative forum for marketers to explore strategies that reflect the diversity, complexity, and cultural impact of Asian communities.

The committee operates at the intersection of cultural nuance, data-driven insights, and growth strategy.

Asian consumers represent a highly diverse and rapidly expanding population with significant purchasing power and influence across categories such as technology, finance, beauty, and food. However, the segment is often underrepresented or oversimplified in marketing approaches, creating both a challenge and a major opportunity for brands. This committee is designed for marketers, agencies, and media leaders seeking to better understand and activate against this audience. Members gain access to insights, case studies, and peer discussions that help translate cultural understanding into more effective marketing strategies and business outcomes.

The committee convenes virtually five to six times per year, with opportunities for in-person engagement, enabling members to share learning, refine approaches, and build strategies that drive long-term growth.

• Co-Chair: Alicia Assanuvat, Media Investment & Strategic Partnerships, P&G
• Co-Chair: Christina Collins, SVP, Synergy, Integrated Planning, and Affiliate Marketing, Disney
• Co-Chair: Jean Hahn, Senior Director, Global Marketing, Medtronic
• Co-Chair: June Kao, Senior Audience Strategy Manager, AARP
• Co-Chair: Lisa Chow, Senior Communications Specialist, New Audiences, Consumer Reports
• Co-Chair: Ray Ramillosa, Managing Director - Head of Integrated Marketing, J.P. Morgan Commercial & Investment Bank, JP Morgan
• Co-Chair: Shiny Qin, Corporate Vice President, Target Markets, New York Life Insurance
• Co-Chair: Sindhura Polasanapalli, Sr. Director, Dr Pepper Brand Marketing, Dr. Pepper

Contact the ANA staff managing the Asian Marketing Committee:

• Elliot Lum, Executive Vice President, Community and Growth

Discussion Topics:

• Segment complexity and cultural nuance across Asian communities
• First-generation vs. multigenerational consumer dynamics
• Language, localization, and cultural context
• Representation and creative strategy
• Media consumption and platform behavior
• Influencer and community-led growth
• Data gaps and measurement challenges
• Brand trust and cultural credibility

The Asian Marketing Committee is open to all client-side marketer and solutions provider members.

Request to Join