For Asiedua Addae, marketing has never been simply about making a brand visible. It is about giving people a reason to notice, trust and believe in what the brand represents.
As Head, Corporate Affairs, Brand & Marketing at Standard Chartered Bank Ghana, she has spent years shaping the bank’s voice, reputation and connection with the Ghanaian market, bringing together brand strategy, communications and purpose in ways that make a global institution feel locally relevant.
With extensive experience spanning marketing, corporate affairs and brand leadership, Asiedua has developed a distinctive understanding of how powerful brands are built and protected. Her career includes experience with major international organisations such as Unilever and L’Oréal, before she moved into banking and took on increasingly senior responsibilities at Standard Chartered.
Since assuming her current leadership position, she has helped steer the bank’s brand and communications agenda through a period defined by digital transformation, changing customer expectations and an increasingly competitive financial-services landscape.
What distinguishes her approach is the ability to see the brand beyond its products. Banking is ultimately about trust, and Asiedua’s work reflects an understanding that every interaction—from a campaign to a corporate announcement, from a digital platform to a community initiative—contributes to how people perceive an institution.
Her leadership has therefore extended into initiatives that place Standard Chartered within conversations around financial inclusion, entrepreneurship, women in business, technology and youth development.
Through platforms such as Women in Tech, the bank has been able to connect its corporate purpose with tangible opportunities for people and businesses, reinforcing the idea that a financial institution can contribute to economic progress while building meaningful brand equity.
The Power of Purpose, Reputation and Relevance
Asiedua’s influence is particularly evident in the way she brings together marketing and corporate affairs. In today’s environment, consumers do not separate what a company says from what it does. Reputation, customer experience and brand communication are increasingly interconnected, making the role of the modern marketing leader much broader than traditional advertising.
Her work demonstrates this understanding. She approaches brand building as a long-term exercise in consistency—ensuring that the organisation’s purpose, communication and actions tell a coherent story. It is an approach that has earned her recognition within Ghana’s marketing industry, including being named CIMG Marketing Practitioner of the Year for 2024.
Yet perhaps the most compelling aspect of Asiedua’s career is the longevity of her contribution. In an industry where platforms change rapidly and consumer attention is increasingly difficult to capture, she has remained focused on the fundamentals: understand people, create relevance, protect trust and give the brand something meaningful to stand for.
Asiedua Addae represents the kind of marketing leadership that does not chase relevance—it builds it. Her work at Standard Chartered Ghana demonstrates how a financial brand can remain rooted in its heritage while continually finding new ways to engage a changing generation of consumers.
Her story is ultimately a reminder that the most valuable brands are not built through communication alone. They are built when strategy meets purpose, reputation meets responsibility and marketing becomes a genuine expression of what an organisation stands for.
MarketingWorld Magazine’s CMO of the Week celebrates the minds behind Africa’s most progressive brands—leaders whose strategic vision, creative thinking and commitment to meaningful impact are redefining what modern marketing can achieve
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