Simran Wadhawan is a Marketer of the Future finalist in the YouTube NZ Marketing Awards 2025.
She was named Marketer of the Future for 2025 at Awards Night on Sptember 3.
Name: Simran Wadhawan
Job title: Brand Manager – Edmonds
How it started
How did you find out you were nominated – what was the first thing you did?
I was driving home from the NZ Cheese Awards when my team asked me to jump on a call. I figured it was to talk through a project. When they told me the news, I actually shed a tear. To be recognised by your own team and your CMO – that hit different. I called my partner and family straight after to share the moment.
What sparked your interest in marketing?
I became my own case study – obsessed with why I was drawn to certain brands, billboards, or colours. Why did ‘The Warehouse’ jingle stick? Why did light aqua remind me of Tiffany? Why did seeing scissors make me think of Kmart? I was hooked. Young and curious. I wanted to decode the power behind branding and eventually create that magic myself.
In a couple of sentences, sum up your marketing career so far.
It’s been fast paced, full on and fuelled by curiosity. In FMCG, no two days are the same – one day I’m deep in financials and data, the next I’m behind the camera on a shoot. I’ve worked across six categories in just over a year, and every challenge has sharpened my instinct for insight-led, consumer-first marketing. Now, I’m proud to lead some of New Zealand’s most iconic and loved food brands.
Say hello to the other Marketer of the Future finalists 2025
What do you like best?
What’s your favourite thing about marketing? Do you have a specialist area?
Earning the consumer’s choice – making sure they pick your brand over the rest, every time. It starts with solid brand strategy, sharp positioning and targeting, but what really drives me is bringing it to life through TTL campaigns. I love pulling the right channels together, showing up at the right time, in the right place and making the brand feel relevant and front of mind.
Tell us about a specific project you’ve worked on that stands out for you.
Launching my first-ever TVC at 23 for the iconic Puhoi Valley Speciality Cheese was a career highlight. But the one closest to my heart? Our Diwali campaign for Fortune Rice – becoming the first NZ brand to launch dual-language POS in-store. English and my mother tongue (Hindi), side by side. That wasn’t just a brand moment – it was a cultural moment. Insight-led, proudly personal and deeply impactful.
Hard stuff, good stuff
What are the biggest challenges for people starting out in this industry?
The biggest challenge is bridging the gap between theory and real-world practice. Uni teaches the frameworks, but the pace and ambiguity of real marketing can be overwhelming. My advice? Keep learning. Go to industry events, build your network and invest in practical learning. The Marketing Association and Mark Ritson’s Mini MBA were gamechangers for me.
Any advice for other young marketers?
Back yourself and build your personal brand. Before you market anything else, learn how to market you. Say yes to opportunities, speak up, and show up with intent. Talent and hard work matter – but visibility unlocks doors. Keep investing in your growth, stay curious, and don’t underestimate the power of nailing the basics. Strong fundamentals will carry you further than trends ever will.
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