Dr. (H.C.) Jaslyin Qiyu is the founder of Mad About Marketing Consulting, a firm that deals with integrated marketing strategies. She has about 20 years of experience helping businesses in various niches optimize customer experiences for growth and implement effective marketing strategies. Her strategic insights and more than a hands-on approach have made her a trusted counselor for companies seeking to position themselves in today’s competitive market landscape.

In a highly evolving digital landscape, marketing today is no longer about pushing products to consumers; rather, it’s about interacting meaningfully and embracing new technologies to bring people closer to activities that resonate with them. Leading this transformation is Dr. (H.C.) Jaslyin Qiyu, Managing Director of Mad About Marketing Consulting, founded by her to offer tailor-made, holistic marketing strategies to businesses of all sizes. With over two decades of experience, Dr. Jaslyin is a marketing thought leader who leads through practical, deep expertise and a proven ability to deliver results across industries. Her firm excels not only as a marketing agency but also as a consultancy, integrating customer experience management, change management, and process optimization into its service line. Her story speaks about resilience, innovation, and passion for strategic marketing.

A Day in the Life of Dr. Jaslyin Qiyu

Dr. Jaslyin’s daily routine is characterized by balancing client work, business development, and thought leadership. With time divided into three major buckets: client work, business development, and content creation she leads by example, blending high-level strategic thinking with operational execution.

Client work constitutes around 50% of Dr. Jaslyin’s day-to-day activities. It will all cover things starting with initial planning and meetings right through to project direction, conducting workshops, and more hands-on management of actually executing marketing strategies. Many times in her position, she acts as an outsourced marketer managing social media for businesses on a retainer. It’s not just delegation work for Dr. Jaslyin instead, it is about involvement, guidance, and ensuring that her clients’ marketing campaigns are implemented without a hitch. Her expertise is not limited to common marketing tasks. She collaborates with freelancers, contractors, and smaller agencies specializing in content creation, design, and advertising. The integrated, collaborative approach ensures that every campaign is tailor-made for the client’s needs and goals.

The other 50% of Dr. Jaslyin’s time is divided between business development (30%) and thought leadership (20%). Business development is about developing relationships, networking, and finding opportunities to grow the business. Thought leadership, however, helps Jaslyin establish her firm as a go-to source for marketing insights and strategy. She dedicates time to creating content, speaking at events, and sharing her knowledge through various channels, positioning herself as an authority in the marketing industry.

What Sets Mad About Marketing Consulting Apart

The thing that really separates Mad About Marketing Consulting is its approach to marketing, which doesn’t necessarily apply to any other type of agency, since they simply focus on marketing tactics without the full array of skills set. Truly an omni-channel firm, the range of services offered by Dr. Jaslyin extends to integrated marketing strategies for both B2B and B2C businesses. The team is abreast of how various marketing channels work together, ensuring all efforts are aligned with the client’s broader business objectives.

As the founder, Dr. Jaslyin Qiyu’s experience in transformational marketing has been critical to the firm’s success. She has been at the front of many pioneering marketing efforts, including being the first marketer on the ground for several high-profile projects. Such hands-on experience has allowed her to balance strategic thinking with the ability to execute on a granular level.

“We are more of a marketing consultancy that can help clients build, plan, and execute from the ground up if you’re a new business, or transform your structure, process, and go-to-market strategy if you’re a mature business,” Dr. Jaslyin says.

Mad About Marketing Consulting further distinguishes itself by including customer experience management, change management, and process optimization in its portfolio. That is not common among marketing houses but rather is part of the scope for management consulting firms. The broad array of skills that this equips the firm with in terms of tackling scale as well as optimizing marketing strategy, which would deliver a more effective ROI, is substantial.

Throughout her career, Dr. Jaslyin Qiyu has been rewarded for her many leadership roles and contributions to the marketing industry. Her whole journey to success has involved valuable experiences and mentorship, especially at Ernst & Young (EY), where her career grew and she developed further as a leader.

“It’s probably one of the only companies I will have no qualms returning to work for,” reflects Dr. Jaslyin on her stint at EY, the place that inspired her from mentors and sponsors who shaped her career. It was at EY that she drew invaluable lessons on leadership, management and culture, lessons she continues applying to this day.

In the final month of 2024, the year was capped off in a big way for Dr. Qiyu. She received multiple accolades, including: Woman Leader of the Year in Professional Services. Dr. (H.C.) Jaslyin Qiyu has received some impressive recognition for her work and contributions to the marketing industry, with an honorary doctorate in marketing and being awarded the Best B2C and B2B Marketing Consultancy in Singapore for her firm. These awards speak to her passion for the work and the impact she has made in the marketing world. Reflecting on her journey, Dr. Jaslyin says, “It made all the initial apprehension of starting out on my own after more than 20 years of working for others worth it,” acknowledging both the challenges and the rewarding experiences of entrepreneurship.

The Challenge of Delivering Seamless Omnichannel Experiences

As a consultant, Dr. Jaslyin continually helps businesses overcome the struggles of omnichannel seamlessness. In today’s world, consumers expect every touchpoint to be consistent and of high quality, whether through online interfaces, in-store operations, or customer service interactions. Yet, this consistency is hard to achieve. According to Dr. Jaslyin, there are several challenges companies need to overcome in order to ensure a smooth customer journey. The biggest hurdle is the fragmentation of teams and data. Marketing, sales, and customer service teams are often siloed, which makes it difficult to deliver a cohesive experience. Furthermore, data tends to be disconnected, preventing companies from getting an integrated view of the customer’s behavior and preferences.

Organizational culture also plays a significant role. “Channels are often managed by different teams that operate in silos,” Dr. Jaslyin says. “Data is often just as siloed and disconnected, which prevents companies from having a single source of truth and detailed insights.” Dr. Jaslyin argues that in order to overcome these challenges, organizational culture must transform into one that values collaboration, mutual goals, and long-term, bigger picture and customer-centric thinking. In this case, companies will break those silos and build more unifying experiences for customers.

Leadership Philosophy and Team Building

Dr. Jaslyin believes that the foundation of any successful partnership is mutual trust and respect. She trusts people whom she works with, so when she works with a team or partner, she gives them the space to manage their tasks, empowering them to be creative, innovative, and resourceful in solving problems.

“I will give you space and breathing room to flex, be innovative with ideas, and be resourceful with suggestions that will create win-win outcomes for our clients and us as a team,” Dr. Jaslyin explains.

She believes in collaboration rather than hierarchical management. She tries to understand the problems her team and partners are facing; she offers support and gives guidance when necessary. “We live in a borderless and interconnected ecosystem of partnerships,” she says.