Mumbai: Effie Asia Pacific has appointed Cheryl Goh, Group Head of Marketing, Sustainability, Loyalty and Support at Grab, and Dheeraj Sinha, CEO of McCann India, as its first-ever pair of Heads of Jury for the 2026 Awards Competition.
The duo will lead the Judging Committee in evaluating and celebrating the most effective marketing work across the Asia Pacific region. The move signals Effie APAC’s continued emphasis on business impact, measurable outcomes and the convergence of creativity, data and technology.
A Marketer with Operational Depth
A member of Grab’s early founding team, Cheryl Goh has played a pivotal role in building one of Southeast Asia’s most recognised technology brands. In her current role, she oversees Grab’s entire marketing ecosystem — spanning product marketing, communications and growth — while also leading sustainability initiatives and customer experience operations across the region.
Notably, Goh manages the full business P&L of Grab’s loyalty programmes, positioning her among a rare group of global CMOs who combine brand stewardship with direct commercial accountability. A long-time advocate of marketing effectiveness, she has also served on the APAC Effie jury for several years.
On her appointment, Goh said the Effies represent “what matters most in our craft – creativity that creates real impact.” She added that in an era defined by AI, platforms and rapidly evolving consumer touchpoints, balancing imagination with measurable results has never been more critical.
A Champion of Modern Brand Growth
Dheeraj Sinha brings a strong track record in consumer insight-driven brand transformation. Over his career, he has worked with leading brands including PepsiCo, Uber, Spotify, Amazon, Tata AIG and ITC Aashirwad, translating culture and creativity into measurable business growth.
Beyond his executive responsibilities, Sinha is an author, podcast host and current President of the Advertising Club of India, contributing to industry conversations around creativity, effectiveness and talent development. He has also been a speaker at global platforms such as Cannes Lions and a frequent jury member at major award shows, including the APAC Effies.
Commenting on his appointment, Sinha described the Effies as the “gold standard for effectiveness,” noting that the convergence of creativity, data and technology is unlocking new dimensions of growth for brands across the region.
Raising the Bar for Effectiveness
The APAC Effie Awards are widely regarded as a benchmark for marketing effectiveness, recognising work that delivers tangible business results. The rigorous judging process has cemented Effie’s global reputation for celebrating campaigns that work — not just those that win creative acclaim.
With the 2026 entry season nearing its close, the final deadline for submissions is 9 March. Marketers and agencies across the region are expected to participate in what remains one of the most competitive effectiveness platforms in the industry.
By appointing leaders who bridge brand building and commercial accountability, Effie Asia Pacific appears poised to reinforce its commitment to recognising creativity that demonstrably drives growth.
