Gita de Beer builds brands and businesses in categories where functional difference alone rarely decides the winner. Across consumer, premium and luxury markets, her career spans HEINEKEN, where she most recently led commercial transformation; Diageo, working across its luxury portfolio; The Coca-Cola Company; and Unilever.

The question running through that work: why do people value one thing more than another that does much the same job? She uses behavioural science to understand what drives choice, creative work to turn that understanding into demand, and AI to sharpen decisions, test ideas faster and scale what works.

She chairs The Marketing Society Singapore and co-founded the Marketing AI Council, which is developing frameworks for governing AI-driven marketing – from human decision rights and accountability to brand trust and board oversight.

She read law at Utrecht University and later studied luxury strategy at INSEAD and digital management at Hyper Island.