Charting New Horizons: Sarah’s Leadership Journey at FrieslandCampina

We are thrilled to welcome Sarah Asad Sadiq as the new Director Marketing at FrieslandCampina — a dynamic addition to the company’s leadership.

Sarah holds an MBA from the University of Cambridge’s Judge Business School in the UK – one of the world’s most prestigious institutions. Her academic excellence is matched by a stellar career spanning over 23 years in branding and marketing leadership across both global multinationals and regional powerhouses.

Most recently, Sarah served as Marketing Lead – Hair Care at Unilever Pakistan Limited, where she played a key role in shaping consumer-first strategies and impactful brand narratives. Her impressive journey also includes leadership positions at Procter & Gamble, Jazz, and Standard Chartered Pakistan, where she consistently delivered marketing innovation, brand equity growth, and consumer engagement excellence.

Adding a unique dimension to her portfolio, Sarah also served as a Lecturer in the Department of Management & Marketing at The University of Melbourne, Australia, bridging academic insight with practical industry knowledge.

Sarah’s appointment marks a significant step forward for FrieslandCampina’s marketing vision. With her extensive cross-sector experience and a passion for purpose-driven branding, she is ideally positioned to steer FrieslandCampina toward greater consumer connection and strategic growth.

Congratulations, Sarah, on embarking on this exciting new chapter. Your journey across top-tier global brands and academia reflects the kind of leadership that inspires change. We look forward to seeing your strategic vision shape the next wave of brand innovation at FrieslandCampina.