Singapore & Malaysia – VaynerMedia has expanded its Asia Pacific consulting operations with the appointment of Hajar Yusof and Aga Sitarczuk as Business Directors, strengthening its capabilities to support brands navigating AI-led and social-first marketing transformation.
The appointments come as organizations across the region increasingly seek consulting expertise to adapt marketing operations for an evolving digital landscape shaped by artificial intelligence and changing consumer attention.
Both executives will report to Shrey Khetarpal, Head of Consulting at VaynerMedia Asia Pacific.
According to the agency, the expanded consulting team will help clients redesign marketing systems, improve organizational agility, and embed social-first operating models rather than relying solely on creative campaigns.
“At VaynerMedia Consulting, we don’t consult from the sidelines—we build, operate and evolve brands in the real world of marketing,” said Khetarpal. “When we met Hajar and Aga, we shared the same excitement and drive to bridge consumer reality with business impact at the speed of culture.”
Yusof joins the agency after serving as head of digital experience at Naga DDB Tribal, where she spent five years integrating brand and social strategies.
Her career also includes roles at IPG Mediabrands and GroupM. Based in Kuala Lumpur, she brings more than a decade of agency experience.
“Having spent more than a decade shaping brands through social media, I’m excited to begin a new chapter helping businesses that truly believe in a social-first approach unlock growth across Asia Pacific,” Yusof said.
Meanwhile, Sitarczuk joins after more than 16 years in marketing transformation, digital strategy, and AI implementation across agencies including BBDO Worldwide and VML.
Most recently, she served as marketing transition lead for L’Oréal SAPMENA, overseeing the centralization of marketing operations. She is based in Singapore.
“Having spent my career embedding with senior leadership teams to design marketing operating models and drive digital and AI transformation, I know firsthand that brands need more than just theoretical advice to navigate today’s landscape,” Sitarczuk said.
VaynerMedia said the appointments reinforce its integrated creative, media, and consulting offering across Asia Pacific.
The agency launched its consulting practice in the United States in 2020 before expanding it to Asia Pacific in 2024.
The unit offers services ranging from marketing audits and workshops to transformation programs designed to help organizations adopt consumer-centric, social-first operating models in an increasingly AI-powered marketing environment.
