In 2018 we reimagined our conferences.  ICON XQ: Market Leadership was so well received, we're bringing a half-day (afternoon) version to Singapore on Thursday, 13 June 2019.

Register Now



Meet our Speakers:

Marta Grutka

Since her first stint in public affairs and advertising at American Express Bank on Wall Street, Marta Grutka has led culture-defining initiatives for iconic brands worldwide. Along the way, she learned from and supported legendary communicators and visionaries like Jamie Shea, former NATO spokesman; Steve Case, co-founder and former CEO of America Online, Inc. (AOL); and the late Jack Valenti, long-time president of the Motion Picture Association of America (MPAA).

Whether supporting capital markets development projects in sub-Saharan Africa at the World Bank, International Finance Corporation; launching some of the earliest and most successful interactive programming and transmedia offerings at Aol; or bringing the first nationwide 4G Wimax network to Malaysia, Ms. Grutka loves playing at the intersection of globalization and innovation. Today, she is a sought-after expert in global brand and business development, advising start-ups and Fortune 500 companies on how best to align their communications programs with commercial strategies to elegantly expand their footprint in emerging markets while going digital, finding top talent, and protecting their intellectual property.

Bill Dekker

Bill has over 35 years Sales and Business Development experience, having built 3 businesses with a combined revenue of US$1b+n pa for organisations such as Optus, Hutchison and Pacific Star.

Bill ran his own consultancy practice for 3 years providing Sales and Marketing services to Blue Chip companies in APAC and was VP Oceania and Global Account Director for the Hutchison Group for Acision, a leader in Technology Solutions for the Telco industry.

Bill joined EY in HK in Jan 2013 as Director, Business Development APAC and has been providing business development and strategic deal support for EY in Asia for 6+ years.

Bill is a Graduate of the Australian Institute of Company Directors, is married with 5 children and lives in Singapore.

Sisca Magaretta

Sisca joined Experian Asia Pacific as the Chief Marketing Officer in January 2017. She is responsible for all Marketing, Communications, Corporate Social Responsibility (CSR) and Client Insights strategies and implementation across all Experian business units in Asia Pacific.

Sisca brings with her more than 15 years of experience in marketing and branding across global markets. Before joining Experian, Sisca built her career in the banking sector, managing global and regional marketing roles. She was at Standard Chartered Bank where as the Global Head of Client Marketing and Campaigns she managed the creation and roll-out of their refreshed global “Here for Good” Brand campaign and strategic marketing activities, people and budget across 70 countries for their Global Wholesale Banking which was a $18B business at the time. 

Prior to that, Sisca held a number of senior roles at Australia New Zealand Bank (ANZ), including as the Head of Institutional Marketing and Sponsorships for ANZ’s Asia Pacific, Europe and America region across 15 countries at the time, where she built the Brand and Marketing function and led the launch of ANZ’s global Brand campaign in Asia Pacific. 

Kelvin Lee

Kelvin Lee is the Director of Social Media Experience at Refinitiv (the ex-Financial & Risk business of Thomson Reuters), where he leads the global efforts on social media customer experience, social content marketing, modern selling and social tech adoption.

He led the launch of the world’s 1st B2B social influencers list focusing on risk, compliance and regtech sectors in the UK (which won a Silver Award for the ‘Best Use of Social Media’ at the International B2B Marketing Awards 2018, UK). Kelvin holds executive certifications in digital transformation (Cass Business School, UK), strategic innovation (Cambridge Judge Business School, UK), fintech and innovation (SMU-Accenture), entrepreneurship, start-up strategy and digital media. He has lived and worked in London, Rotterdam and New York and is now based in Singapore. Follow Kelvin at and

Richa Menke
Eight Inc

Richa leads innovative projects that blur the boundaries of traditional disciplines to solve business problems for clients across the Asia-Pacific region. Her focus is on how business strategy can be reimagined and delivered through the design of human experiences.

Richa is fascinated with the underlying forces that shape human behavior. She connects the dots between customer, business, brand and culture to understand people and companies, and imagine new ways to create value. A graduate in Electrical Engineering with an MBA from INSEAD, Richa previously worked in R&D at Texas Instruments and product development at Nokia. She is a multilingual, third-culture kid with a passion for acting and storytelling.

Grant Butler
Editor Group

Grant is the founder of Editor Group, a former technology journalist with The Australian Financial Review and the author of the book Think Write Grow (Wiley), about writing thought leadership material.

Andrew Swinton

Andrew Swinton is Managing Director South East Asia and ANZ, and has been based in Singapore for the last year having previously helmed Tag’s ANZ operations from Sydney. 

With over 25 years of global marketing communications development and management experience, Andrew has a deep understanding of integrated marketing communications, brand strategies, new product development, international campaigns, relationship marketing and media management. He also has extensive experience in successfully setting up and leading multi-disciplines and integrated agency teams for the world’s largest and most influential brands. 

Previously, as Managing Director for Cheil, a marketing company under the Samsung Group, Andrew grew the operations from 8 people to over 300. His expertise in retail was critical in paving the way for the first ‘shop in shop’ and Samsung stores across Australia. 

Nick Oxborrow
Fabulation Pte Ltd

Nick started Fabulation Pte. Ltd in 2008, an event design and management agency in Singapore.  Nick’s career started in hospitality with an educational background that started in Switzerland & Boston.  His career since has spanned from America to Africa, Europe and now Asia. Nick brings over

25 years of experience to the table.

Fabulation is Singapore's leading boutique events agency for innovative event management, styling and marketing activations producing and managing corporate events, weddings and brand launches.  They bring together the most creative and experienced event professionals in the industry to work for their clients. 

Fabulation literally means “to tell a story with fantasy” and it is this philosophy that drives the business.  Nick marries imagination and design to conceptualize original themes and unique creations for his clients.  The ultimate goal is to wow and surprise their guests. 

Luke Soon

Luke is an experienced Customer Experience executive with a skill for start up and operational transformations of fast moving and volatile businesses. Luke is known for his strong strategic vision to see the medium to long term opportunities combined with the ability to turn that vision into action and deliver measurable results enabled by gaining strong engagement from key stakeholders and staff.

Luke’s background is grounded in domain expertise in telecommunications, media and high-tech and Luke leads effectively across the value chain with standout strengths in marketing, product management, customer relationship management, sales and distribution. He has been widely acknowledged for his strong track record of delivering sustainable, quality revenue streams – often through significant business re-engineering. 

Sarah Lewis
Marketing by Design

Founder and Managing Director of Marketing By Design, Sarah, has over 13 years experience with global brands like Euronomey, Baker McKenzie, and Cambridge University.

She has pioneered digital marketing and social selling in the legal industry. As part of that, she built a digital marketing function from the ground up for Baker McKenzie in Asia.

She has had work shortlisted for FT Innovative Lawyer Award Asia 2015, and she created and developed The Ethics Training Game in 2015, gamified corporate compliance training delivered by app.

She now provides agency services for small businesses that have big ideas to find their path to growth with marketing. She works with professional speakers, TEDx speakers, innovation consultants, career consultants, legal tech companies, gift experience companies, and physiotherapists across B2B and B2C services.

Scott Bales
Innovation Labs Asia

A technology & innovation guru, Scott Bales is a global leader in the cutting edge arena known as “The Digital Shift”, encompassing innovation, culture, design, and mobility in a world gone digital.

As a thought leader, Scott thrives on the intersection between cultural and behavioural changes in the face of technology innovations.

He is the former Vice President of Visa Company Fundamo, former Head of Technology for ANZ subsidiary WING Money, founding member of Next Bank, a mentor to entrepreneurs across the world, sits on the Board of Care Pakistan and holds advisory positions at Startup Bootcamp Fintech, Hub Singapore and Apps 4 Good.

Angela Williams

Angela holds overall responsibility for Westpac’s marketing and communications activities across Asia. She also leads marketing for Westpac’s network of innovation hubs, branded co.lab and leads its fintech partnerships in Singapore.

Angela has over 20 years’ experience in Senior Marketing and Communications roles, having worked in Asia, Europe (UK, Netherlands, Russia) and Australia for global MNCs including Shell, Fox/News Corporation and Westpac.

Westpac has co.labs in Singapore and Sydney with other locations to open shortly. Westpac co.labs are spaces for collaboration with fintech partners and clients to drive new solutions and customer capability.

Danny Koik


Danny is the Regional Head for Business Development (BD) and Partnerships for Grab. He is also the Head of Tech, Media & Telco (TMT) and Fast-Moving Consumer Goods (FMCG) leading his team to drive strategic partnerships across Southeast Asia.

His notable achievements include securing Microsoft’s investment into Grab and a regional partnership with Samsung. Concurrently, he covers as Country Head of BD in Myanmar, where he grew the business ten times in a single quarter.

Adelise Ashdown

Adelise has over 15 years marketing experience in international roles including brand strategy, PR, content marketing, digital and demand generation. Adelise believes in the power of integrated marketing and has sought out roles that allow her to work across the full marketing mix.

Her career spans telecoms, IT services, a legal tech start up and most recently real estate. Adelise is Head of Marketing for Investor Services at JLL, a leading real estate advisory firm. Currently based in Singapore, she is responsible for designing and delivering marketing strategies to support business growth and drive brand preference across 16 markets in Asia Pacific.

Prior to that she was Global Brand and Corporate Communications Director at Iron Mountain, a leading information management and secure storage company. She built a global marketing and communications team responsible for brand positioning, brand awareness and generating demand. During her tenure the brand was repositioned and her approach to persona-led integrated marketing campaigns won a few industry awards including Iron Mountain being recognised as a UK Business Superbrand for the first time. Adelise has also worked in a number of strategy and marketing roles for BT including responsibility for their global B2B advertising.

Outside of work Adelise loves traveling and spending time with her two young daughters. She is a business mentor for The Talent Trust which enables skills-based volunteering for charities.

Carolyn Chin-Parry

Carolyn Chin-Parry is a Digital Leader and Transformation expert who is sought after by The Economist, Fortune 500, ASX 200, Tech Giants, Ivy League universities, governments, and international conferences.

Recently recognised as the Woman of the Year at the Women in IT Asia Awards, she has held senior roles such as a Chief Digital Officer for a large Southeast Asian conglomerate (100,000 employees), and a Director with KPMG's Management Consulting practice.

Passionate about transformation to future-proof companies, Carolyn is on a quest to ensure that no one gets left behind in Industry 4.0, especially people with special needs and Mother Nature

Daniel Smith
Baker McKenzie 
Wong & Leow

Daniel Smith is an experienced professional services business development and marketing professional with more nearly two decades in the professional services sector. He is currently based in Baker & McKenzie's Singapore office and is responsible for several practice groups across several countries in the firm's Asia Pacific network. Daniel also has overall responsibility for the Business Development, Marketing and Communications teams in Singapore, Hong Kong, China, Indonesia, Malaysia, Vietnam, China and Korea. 

With experience gained from the world's most international law firms, and having spent time in a number of markets across Asia Pacific, as well as time at a global "Big 4" accountancy firm, Daniel has had exposure to the entire marketing mix within a global professional services environment.

Clinton Swan
Marketing & Business Development & Comms Expert

Having spent the last 20 years involved with the legal, tech and information services industries, and currently relishing a sabbatical break, Clinton spent the last 12 years on Clyde & Co's management team helping build out and drive the firm's network reach to more than quadruple across the Middle East and Asia Pacific regions respectively, as well as leading and building capability and systems across business development, marketing and communications. Clyde & Co is a GBP half billion international law firm with a strong international trade focus, which has achieved 15% compound annual growth over the last decade.

Five intelligence (Q) streams, each an important component of the market leadership puzzle. We aim to arm you with the insight and knowledge to master leadership in the ever evolving B2B landscape.

1. XQ - the NeXt intelligence

Sessions that answer what’s next? What our experts see happening now and on the horizon for us an industry and as professionals. Topics will see audiences treated to an understanding of what’s making new waves and a glimpse into the future of B2B marketing, communication and business development.

2. CQ - customer intelligence

Sessions focused on engaging with, and better understanding, clients and customers. Session topics include: How to cultivate a team of relationship builders, identifying and capturing your target audience, best-in-market client engagement strategy & programs AND MORE.

3. MQ - market intelligence

Sessions built around mastering the evolving market and B2B landscape. Sessions topics include: How to better understand your organisation’s identity and offering, discovering and defining the sales landscape in your organisation, product and solution differentiation AND MORE.

4. BQ - business intelligence

Sessions addressing strategy, planning and organisation know how. Session topics include: Leading & inspiring your team to achieve greater success, programs and campaign strategy, stakeholder management AND MORE.

5. TQ – technology intelligence

Sessions covering the latest technology and digital tools, trends and strategies. Session topics include: measurement and data, social media, emerging technology AND MORE.

Event details

Date: Thursday, 13 June 2019
Time: Half Day - 12 noon to 6 pm
Conference Venue:

Level 2, Republic Plaza, 9 Raffles Place, Singapore 048619
Entrance next to Raffles Place MRT Station

Cocktail Party Venue: Zafferano 10 Collyer Quay, Level 43 Ocean Financial Centre, Singapore 049315


ICON Members AUD345 | ≈SGD320
ICON Members - Cocktail Party Only
AUD65 | SGD60
Non Members AUD500 | SGD480
Non Member Special: Conference and one year ICON Individual membership (valued at AUD775)AUD575 | SGD545
Non Member - Cocktail Party Only
AUD95 | SGD90
Group Bookings: Price includes 5 members, with additional members charged individually @ AUD260 AUD1300 | SGD1235

*Please note all invoices will be issued in AUD. 

Register Now



We’re asking what we, as marketing, business development, sales and communication professionals should focus on to ensure tomorrow's success in the ever changing B2B landscape.