| Winner | Simran Wadhawan |
| Job title & company | Brand manager, Goodman Fielder |
| Finalists | Jess Bark – ASB Bank, Josie Cook – Nestlé NZ, Lucy Hansard – DB Breweries, Millie Astley – ANZ Bank NZ, Thomas Siemsen – NZ Automobile Association |
| Judges’ comments | “This year’s calibre of talent was exceptional, congratulations to all the finalists. In addition to impact in their everyday roles, the judges were looking for someone who had a strong point of view on the future of marketing, and could inspire and lead the next generation of marketers in Aotearoa. Simran demonstrated exceptional promise as a future leader, combining theoretical knowledge, practical execution and unwavering commitment to continuous up-skilling and learning. Beyond the strong results in her submission, which showed her customer-centricity and strong strategic nous, the judges were impressed by Simran’s genuine passion for marketing that extends meaningfully beyond her company walls. From starting a business to mentoring, to identifying gaps in university curriculum, it was admirable to see her drive in pushing herself and inspiring others around her. The judges are excited to see the journey Simran takes in marketing but also what she will bring to the wider marketing profession.” |
Here comes the future
Simran Wadhawan has hit the road to success at speed: she launched her first business at 19, and by 22, joined Goodman Fielder as its youngest marketer.
She’s been there less than two years. But Simran Wadhawan has brought fresh energy, strategic smarts and creative flair to multiple categories and teams at Goodman Fielder.
Known for stepping into complex projects and reigniting momentum, she’s been praised both inside and outside Goodman Fielder for her confidence, clarity and contagious drive.
“Simran is the kind of marketer every organisation hopes to grow: energetic, curious and relentlessly driven. She leads beyond her experience. The future of marketing is in very good hands,” says Goodman Fielder CMO Frankie Coulter.
From decoding data in volatile segments like oils or championing fresh new product development ideas sparked by protein trends in yoghurt, she always starts with one question: what’s the real consumer challenge here?
She has driven relevance to price-driven aisles – turning flour, rice and oils into brands people connect with.
Her work includes creating baking hacks on Edmonds’ socials to simplify life for busy parents and driving
in-store education for oils to demystify cooking choices.
Julia Evans from MBM puts it simply: “We love dealing with Simran. She’s clear, clever and it’s been awesome working with her on Puhoi and Fortune.”
Who won, who they were up against and what the judges had to say.
We bring you all the details for every category in the YouTube NZ Marketing Awards 2025.
A leader in the making
Wadhawan embodies all the traits of a future marketing leader – starting with an unwavering passion for the discipline.
She brings energy and curiosity to every challenge, always asking the right questions and seeking out the “why” behind the data. A lifelong learner, she’s constantly exploring new tools, platforms and trends. Rather than simply reacting to insights, she builds thoughtful strategies around them.
That insight-driven approach has driven standout work.
This includes launching New Zealand’s first Hindi/English bilingual campaign in supermarket activations for Diwali, blending cultural relevance with commercial acumen.
In a fast-paced environment, she moves with agility, volunteering for stretch projects and embracing unfamiliar challenges. Whether that’s using AI, discovering social platforms or supporting internal culture initiatives to drive staff engagement, product/campaign launches and cultural events.
From insight to impact
Wadhawan is currently reviewing social strategy for Edmonds. She has also authored the brand plan for Olivani, showcasing her range across categories and consumers.
And she gets results. Wadhawan led the relaunch of Puhoi Valley’s first brand campaign for specialty cheese in over five years, during the crucial summer entertaining season.
Her objective was to elevate Puhoi’s quality credentials. She wanted consumers to feel proud to serve it, positioning the brand as “crafted to be nicer”.
From agency briefing to being on set, Wadhawan was hands-on in driving a humour-led creative across TV, OOH, digital and TikTok.
Despite rising competition and aggressive private label pricing, Puhoi Valley Specialty Cheese grew several times faster than the category average. Gross margin also went up.
Wadhawan used Kantar LinkAI testing to inform TVC script selection, logo placement and social-first content, leading to exceptional campaign awareness and impact. One in four specialty cheese buyers recalled the campaign, with a measurable lift in purchase intent and positive sentiment.
TikTok delivered 0.18% CTR (three times benchmark) and the highest social view-throughs across the Goodman Fielder portfolio.
Described by colleagues as a true standout talent, Wadhawan brings intelligence, initiative and heart to everything she does. An all-rounder who thinks far beyond her years, she turns bold ideas into action.
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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