Fabulate appoints Valerie Madon to regional creative strategy role

Fabulate has appointed Valerie Madon as Director of Creative Strategy for Southeast Asia, Japan and South Korea, strengthening its regional leadership team as it expands across APAC.

Based in Singapore, Madon will lead creative strategy across the three markets, working with brands, agencies and platform partners to develop creator-led marketing strategies spanning creativity, technology, AI and creator intelligence.

Madon was most recently Chief Creative Officer, APAC at McCann Worldgroup and has previously held senior regional roles at Meta, VMLY&R and Havas Group.

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Regional appointment

Fabulate Chief Product & Strategy Officer Nathan Powell said Madon’s appointment would support the company’s expansion of its creator marketing capabilities across the region.

Powell described Madon as “one of the most accomplished creative leaders in the region”, pointing to her experience leading creative organisations across Asia and working at Meta with brands developing platform-native creative.

He said that experience aligned with Fabulate’s view of how the creator marketing sector is developing, as brands increasingly look to integrate creators with data, technology and broader creative strategy rather than treat the medium as a standalone channel.

“Creator marketing is moving beyond being viewed as a standalone channel or executional tactic,” Powell said.

“Brands increasingly need senior strategic thinking around how creators, data, technology and creativity work together across the marketing funnel. Valerie brings a depth of experience that will help our clients navigate that shift while continuing to raise the bar for what creator marketing can become.”

Madon joins from McCann Worldgroup

APAC expansion

Fabulate currently has operations across Australia, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Indonesia, South Korea, Japan and New Zealand.

Madon’s appointment follows the appointment of former Meta, Disney and Yahoo executive Jon Kee as Commercial Director for Southeast Asia, Japan and South Korea.

The company has also secured a $4.5 million investment to support further regional expansion and investment in its technology and AI capabilities.

Fabulate has launched its AI-powered SparQ products and has been named in the Deloitte Tech Fast 50 for two consecutive years.