Mr Azhar Azib


Azhar Azib is the founder of rawonionDecisions, a Transformation advisory practice that helps companies develop, adopt, deploy and optimise data and technology enabled capabilities that will drive change in the way they engage with customers, whilst building sustainable organisations and engagement practices

A Data Architect by training and a Database Marketer and Change Leader by practice, Azhar’s 25 year corporate career has given him the opportunity to lead and participate in significant capability building and organisational transformation projects at regional and global levels, at companies like Global Sources, IBM and Microsoft. The common denominator across all of these assignments is data and the adoption of data enabled capabilities to drive better business decisions and performance.

Today, his work spans all areas that come into contact with data - from Enterprise Information Architecture and Governance to Data-Driven Customer Strategy and compliance with Data Protection Legislation – basically helping businesses transform into smart, data driven organisations.

Azhar joined Microsoft in 2000 as Database Marketing Manager and then moved on to become the Regional CRM Director, responsible for business-side adoption of Microsoft’s internal CRM and Transformation initiatives, before taking on the Marketing Communications role. As CRM Director, Azhar functioned as the Field Transformation Office for the Asia Pacific Sales, Marketing and Services Organisation and drove field adoption and change management related to Sales, Marketing and Services Systems Implementations. He was also instrumental in the development of the Global Data Management Organisation. In
2008, Azhar was awarded the Microsoft Gold Star Award for his contribution to the Global Data Management Organisation.

Prior to joining Microsoft, Azhar spent about 5 years at IBM. He joined as part of the startup group for IBM Direct for ASEAN/South Asia, driving IBMs internal CRM and Direct Marketing initiative. As Regional Market Intelligence Manager, Azhar, owned all the data centric disciplines, including Data Management, Database Marketing, Market Research and Competitive Intelligence. He subsequently took on the concurrent appointment of Integrated Marketing Communications Manager for ASEAN/South Asia. In 1997, Azhar was awarded the IBM/Lou Gerstner Blue Ribbon Award.

Before that, he was Assistant General Manager for Corporate Circulation for the publishing business at Global Sources, a Media Company headquartered in Hong Kong. Azhar joined Global Sources in Hong Kong as an IT Project Manager and Data Architect, responsible for the design and development of the company’s new marketing system. He then moved on to build and lead the company’s new Marketing Analysis Services organisation – an analytics capability supporting the company’s direct marketing practice.

Azhar’s first job after graduation was with the Computer Division of the Ministry of Defence in Singapore. He was an IT Developer and Project Manager, working on Decision Support and Command and Control Systems for the military.

Azhar is a Certified Information Privacy Manager and Technologist (CIPM, CIPT), accredited by the International Association of Privacy Professionals and a Governance, Risk Management and Compliance Professional accredited by OCEG. He sits on the Executive Committee and is also the Honorary Data Protection Officer for the Data-Driven Marketing Association of Singapore (DMAS).
He is an active speaker/panelist at Marketing, CRM and Transformation related conferences in South East Asia. He is also a course leader at the Strategic Technology Management Institute (STMI) of the National University of Singapore, developing and delivering executive training in Business Management.

Outside of work, Azhar is an endurance running and adventure junkie, having completed more than 100 full and ultra-marathons around the world.