Asia-Pacific Power List 2025: Lex Bradshaw-Zanger, L'Oreal

Lex Bradshaw-Zanger

Chief digital & marketing officer (SAPMENA)
L’Oreal
Singapore
Member since 2024

Under Lex Bradshaw-Zanger’s leadership, L’Oréal’s global portfolio has flourished. The brand welcomed iconic brands like Aesop and 3CE into new Southeast Asian markets. Under his belt, innovative activations have been executed such as Maybelline NY’s Teddy Tint campaign, featuring Teddy Parades in Jakarta and deep integrations with Grab and TikTok.

Bradshaw-Zanger has also cemented L’Oréal’s dominance in ecommerce, strengthening operations across Amazon, Nykaa, Shopee, and Lazada, while driving livestreaming success on TikTok Shop. His forward-thinking mindset led to the launch of the Big Bang Beauty Tech Innovation Program, spotlighting emerging startups and fostering open innovation—attracting 1,000 teams across the region and culminating in a grand finale pitch event in Singapore. Overall, as a result, SAPMENA-SSA delivered strong annual sales growth of more than 12.3%, the fastest-growing zone within L’Oréal Groupe. 

Bradshaw-Zanger also champions L’Oréal for the Future, an initiative that aims to drive content optimisation and carbon footprint reduction. Recognising sustainability as an industry-wide responsibility, he actively shares insights with partners and competitors while ensuring L’Oréal sets the benchmark for responsible marketing as the 4th largest global advertiser.

His commitment to creative excellence is evident in his role as jury chair for the APAC Effies. As a mentor across Europe and Asia, and a board member of the World Federation of Advertisers (WFA), Mobile Marketing Association, and The Marketing Society, he fosters thought leadership and industry transformation, bridging academia and professional life through collaborations with prestigious academic institutions. Within L’Oréal’s own teams, he continues to drive digital upskilling, ensuring the company remains at the forefront of innovation and leadership in the region.