Adrian Watkins

A strategic leader with 26 years of global experience, specialising in go-to-market execution, revenue growth, and business transformation through AI and digital technologies. I have a proven track record of delivering measurable commercial success for blue-chip corporations and SMEs, consistently guiding businesses through technological innovation and strategic growth.

Currently leading global commercial strategy and partnerships for ASEAN’s largest AI company, SQREEM Technologies, I oversee teams and projects across 70 countries. My leadership approach is data-driven and results-focused, prioritising the creation of scalable, efficient business models, the implementation of best practices, and the development of high-performing teams.

As an occasional Board Advisor, Investor, and Start up Mentor, I also guide businesses in integrating technology to enhance efficiency and scalability, while supporting their go-to-market (GTM) strategies. Through my widely followed AI-Centric Media Portal, I help to educate the market, staying ahead of key industry trends and innovations.

In my free time, I indulge my passion for food as a top 10% global Google Reviewer, explore the latest tech as a gadget enthusiast, and enjoy life as a dedicated dog lover.

Areas of Expertise

Digital Transformation

I specialize in leading businesses through comprehensive digital transformation, leveraging cutting-edge technologies to streamline processes and drive innovation. With years of experience guiding blue-chip corporations and SMEs, I help organizations adapt to rapidly changing markets by implementing scalable, tech-driven strategies. My approach is focused on improving operational efficiency, enhancing customer experiences, and positioning businesses for long-term growth in the digital age.

Innovation

Innovation is at the heart of my work. I excel at identifying emerging trends and technologies that can revolutionize business models. By fostering a culture of creativity and forward-thinking, I drive organizations to embrace new ideas and opportunities. My innovative approach allows companies to stay ahead of the curve, ensuring they remain relevant and competitive in an ever-evolving marketplace.

Global Execution

With extensive experience leading global strategies, I excel at executing business plans across diverse markets. I manage large-scale projects and partnerships in over 70 countries, ensuring alignment with local market needs while maintaining a consistent global vision. My expertise in global execution allows businesses to expand efficiently, manage complex international operations, and achieve sustainable growth across borders.

AI Strategy

I bring a deep understanding of artificial intelligence to the table, helping companies integrate AI into their core operations. My expertise lies in developing AI strategies that not only solve current business challenges but also future-proof organizations for continued success. From automating processes to analyzing data for actionable insights, I create AI-driven solutions that improve decision-making, boost efficiency, and enhance competitive advantage in any industry.

Leadership

My style is results-driven and people-focused, empowering teams to reach their highest potential. With a background in managing cross-functional and global teams, I prioritize collaboration, communication, and development. I lead by example, promoting a culture of accountability and continuous improvement that drives both individual and organizational success. My goal is to build high-performing teams that deliver exceptional results.

Revenue Growth

I have a proven track record of driving substantial revenue growth for both blue-chip corporations and SMEs. By leveraging dynamic pricing models, optimizing sales strategies, and launching new products, I consistently deliver measurable financial results. My approach focuses on improving both short-term and long-term revenue streams, ensuring businesses remain competitive and profitable in today's fast-paced economy.

Testimonials & Recent Employers

Where To Next?

Resume

25 years of strategy, innovation, transformation & growth across blue chips & SMEs.

Recent Experience

Feb 2022 - Current
SQREEM (Acquired TotallyAwesome)

Commercial Vice President and Executive Committe

SQREEM Technologies, the largest AI company in ASEAN, operates across 70 countries globally. In my role, I lead the global commercial strategy, overseeing commercial and supply partnerships, pricing, contracts, and reseller and trading agreements, while exploring potential M&A opportunities and supporting investment discussions. I also manage the Account Management team to ensure seamless execution of campaigns and alignment with business objectives.
Led the acquisition of TotallyAwesome, integrating commercial strategy across 70+ countries.
Negotiated and finalised 19 contracts within 4 months, improving revenue conversion quality and accelerating sales cycles.
Launched a global price book, improving pricing consistency and operational efficiency post-acquisition.
Spearheaded the ‘SQREEM Symposium’, delivering AI, digital marketing, and data analytics training with 90% salary support for Singaporeans.
Achieved substantial multi-million-dollar revenue growth by implementing dynamic margin strategies, successfully launching new products for MNCs P&G and Coca-Cola.

Feb 2024 - Current
TrendTalks

Global Advisor

TrendTalks is a non-profit event series designed to support the Marketing Fraternity in the Americas, ANZ, ASEAN, SouthAsia, and the MiddleEast. It aims to facilitate idea exchange, experience sharing, and collaborative opportunities among marketing professionals. Learn more here

Aug 2020 - Feb 2022
AdColony (A Digital Turbine Company)

Growth & Marketing Director, APAC

Developed and executed a transformative go-to-market strategy that rebranded AdColony APAC as a gaming marketing agency. Managed all aspects of PR, orchestrating over 100 press events and creating localised marketing playbooks. Secured new commercial partnerships and channels for our advertisers.
– Delivered significant revenue growth, diversifying revenue streams across in-game and esports channels within APAC.
– Built a multi-award-winning gaming solution for Unilever, contributing to AdColony’s 150+ regional and global industry awards.
– Successfully launched Anzu.io’s platform in the APAC region, contributing to its recognition as the largest global in-game platform.

Aug 2017 - May 2020
TheParentInc (TheAsianParent / TickledMedia / Mama's Choice)

Chief Strategy Officer

Led restructuring efforts to prepare the business for investment readiness, driving significant revenue growth and securing substantial Series C funding.
– Achieved a 55% increase in year-on-year revenue growth.
– Successfully secured Series C funding, marking a significant financial milestone for the company allowing it to pivot beyond a digital portal into packaged healthcare goods.

Feb 2014 - Aug 2017
Performance Asia

Partner

Founded a programmatic agency that supported brands and agencies in adopting programmatic advertising with greater transparency. Grew revenues from $0 to $1.5M within 24 months, securing clients such as P&G, Nestlé, L’Oréal, VML and Grey Group.

Aug 2013 - Feb 2014
CBS Interactive

Regional Director

Elevated revenues by 40% within five months by repositioning the product portfolio and driving client growth.

Feb 2011 - Sep 2012
DigiReward

Chief Revenue Officer

Founded an agency offering international brands a turnkey solution for loyalty and redemption programs.
– Secured over 60 international clients, including Tesco, Carrefour, MediaMarkt, and Mediacom.
– Achieved $1M+ turnover with high margins within the first year.
– Successfully sold the business to a leading European Adtech company in 2012.

Feb 2008 - Feb 2011
Fox Interactive Media

International Commercial Development Director

The world’s largest digital men’s entertainment network with 40M monthly unique users which included IGN.com, AskMen.com and RottenTomatoes.com. Recruited to increase revenue and readers across International markets.
– Grew IGN Entertainment revenue from 1% to ~10% of global revenue
– Acquired and managed German videogame community GIGA to launch the first non-English language IGN.com, grew it to 4th largest in Germany within 10 months.

Apr 2006 - Feb 2008
VirginMedia

Senior Commercial Development Director

The UK’s largest cable company following a merger between NTL, Telewest and Virgin.net. Part of the Senior Leadership team to launch the Virginmedia.com portal.
– Signed record breaking partnership deals worth over $3.5M ahead of official launch of this new business.

Apr 2005 - Aug 2006
Telewest (became Virgin Media)

Head of Commercial, Online

Responsible for content acquisition and all revenue activity on portal blueyonder.co.uk, including search, advertising, ecommerce and strategic partnerships.
– Increased revenue by ~900%
– Launched and monetised the UK’s 1st web-only TV station (blueyonderTV).

Apr 2004 - Apr 2005
Virgin.net (became Virgin Media)

Business Development and Campaign Manager

Managed and signed all ecommerce affiliate relationships across Virgin.net; analysed data to optimise yields for all new and existing advertising campaigns.
– Signed 20+ affiliate partners and build the virgin.net ecommerce shopping experience
– Increased average deal value by 240%

Sep 2000 - Mar 2004
Various

Previous Career Highlights

Included Digital Marketing Manager CIPD, and New Media Commercial Lead for VisitLondon, both digital transformation projects.

Education

Sep 1998 - Jun 2001
Nottingham Trent University

BA (Hons) in Graphic Communications Management

Modules included Sales & Marketing, Business Development, PR, Project Management, Publishing, New Product Launch, Business Strategy.

Sep 1992 - Jun 1998
Poole Grammar School

A Levels & GCSEs

3 A-levels: English Literature, Politics, General Studies
12 GCSEs including English and English Language A* and A, Mathematics C and others A* to C.

Download My Full Resume

Revenue Growth:

Achieved multi-million dollar revenue growth each year (TotallyAwesome)

Increased TheAsianParent revenue by 55% YoY; launched Automated Revenue division with 600% growth (TheAsianParent)

Increased revenues by 40% in 5 months by transitioning clients to top-tier spenders (SGD 1M) (CBS Interactive)

Rolled out the international expansion plan for IGN.com, adding $1.5M to revenue in 1 year (IGN)

Partnerships:

Expanded business portfolio with clients like Unilever and The Coca-Cola Company (TotallyAwesome)

Negotiated and activated 10+ MSA/Trading agreements (~70% annual revenue) (TotallyAwesome)

Signed partnership deals worth $3.5M within 7 months of launching Virginmedia.com (Virgin Media)

Secured partnerships to diversify offerings, including bespoke gaming events and in-app supply (TotallyAwesome)

Product Innovation:

Launched SaaS, gaming solutions, programmatic platforms, and e-commerce products (TotallyAwesome)

Launched in-game advertising in ANZ with award-winning campaigns (Digital Turbine)

Led APAC-first launch of a multi-gaming solution for Unilever, surpassing targets (Digital Turbine)

Launched and monetized blueyonderTV, the UK’s first web-only TV station (VirginMedia)

Operational Excellence:

Integrated commercial strategy across 70+ countries post-TotallyAwesome acquisition (SQREEM)

Negotiated 19 contracts in 4 months, boosting revenue and accelerating sales cycles (SQREEM)

Reviewed product portfolio and repositioned TheAsianParent for new commercial growth (The ParentInc)

Established commercial framework, enabling Series C funding for The ParentInc/Tickled Media

Exits & Fundraising:

Successfully identified and led the sale of TotallyAwesome to SQREEM

Set commercial framework and narrative for ParentInc to achieve a Series C raise (TheAsianParent)

Founded and sold Digireward, achieving over $1M in turnover with high margins in 1 year

Industry Awards

Contributed to 150+ regional and global industry awards (Digital Turbine)

4 awards won across Southeast Asia for campaigns including PizzaHut and Unilever (TotallyAwesome)

Talent Development & Leadership:

Sourced and developed talent for 50+ staff across management and commercial divisions (TheAsianParent)

Led professional development initiatives through networking and thought leadership events (ACMA)

Built and led a high-performing commercial team at TotallyAwesome, driving talent development and exceeding revenue targets (TotallyAwesome)

Developed and mentored the Account Management team, improving performance and client satisfaction (TotallyAwesome)

Adrian In Action!

Interview (consumer press): IGN and the metaverse

Interview (consumer press): IGN and the metaverse

Press
Career Q&A with Media7

Career Q&A with Media7

Press
Anzu: Case Study – Klarna

Anzu: Case Study – Klarna

Press
News Jacking – BW Gaming World

News Jacking – BW Gaming World

Press
News Jacking – In-game Advertising

News Jacking – In-game Advertising

Press
Q&A: Brand Safety For In-game Advertising

Q&A: Brand Safety For In-game Advertising

Press
Adrian Watkins joins AdColony as Marketing & Growth Director, APAC

Adrian Watkins joins AdColony as Marketing & Growth Director, APAC

Press
Press: 24 hours with… Tickled Media’s Adrian Watkins

Press: 24 hours with… Tickled Media’s Adrian Watkins

Press
Press: Adrian Hired to Tickled Media Senior Management Team

Press: Adrian Hired to Tickled Media Senior Management Team

Press
Press: Adrian is promoted to Chief Strategy Officer

Press: Adrian is promoted to Chief Strategy Officer

Press

Latest Content

See All Posts

Adrian in Action!

Press & Action
Interview (consumer press): IGN and the metaverse

Interview (consumer press): IGN and the metaverse

Press
Panel: The Drum – Agencies4Growth

Panel: The Drum – Agencies4Growth

Event
Career Q&A with Media7

Career Q&A with Media7

Press
Judge: MMA Vietnam Smarties

Judge: MMA Vietnam Smarties

Judge
Anzu: Case Study – Klarna

Anzu: Case Study – Klarna

Press
Judge: exchange4media Martech Award – Grand Jury

Judge: exchange4media Martech Award – Grand Jury

Judge
News Jacking – BW Gaming World

News Jacking – BW Gaming World

Press
News Jacking – In-game Advertising

News Jacking – In-game Advertising

Press
Behind The Scenes: Filming Game Academy!

Behind The Scenes: Filming Game Academy!

Event
Q&A: Brand Safety For In-game Advertising

Q&A: Brand Safety For In-game Advertising

Press
Adrian Watkins joins AdColony as Marketing & Growth Director, APAC

Adrian Watkins joins AdColony as Marketing & Growth Director, APAC

Press
Keynote Snippet: Scaling as a Startup into SEA

Keynote Snippet: Scaling as a Startup into SEA

Event
Live media interview on YouTube, 2019

Live media interview on YouTube, 2019

Event
Adrian: See you soon, Malaysia

Adrian: See you soon, Malaysia

Event
Press: 24 hours with… Tickled Media’s Adrian Watkins

Press: 24 hours with… Tickled Media’s Adrian Watkins

Press
Keynote: The Launch of theAsianparent Malaysia

Keynote: The Launch of theAsianparent Malaysia

Event
Press: Adrian Hired to Tickled Media Senior Management Team

Press: Adrian Hired to Tickled Media Senior Management Team

Press
Keynote: ‘How brands should engage with Indonesian Moms’

Keynote: ‘How brands should engage with Indonesian Moms’

Event
Event, India: Moderating panels at the inaugural ‘CHO MUM India’

Event, India: Moderating panels at the inaugural ‘CHO MUM India’

Event
Press: Adrian is promoted to Chief Strategy Officer

Press: Adrian is promoted to Chief Strategy Officer

Press
Workshop, Singapore: Introducing the AIDA Framework to SEA’s Top Branders

Workshop, Singapore: Introducing the AIDA Framework to SEA’s Top Branders

Event

NEW! AI Blog

NEW! AI Blog

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