About Joy

Joy Abdullah is a strategic marketing leader who helps companies build profitability by creating a unique brand experience.

Using data, collaborations and stories Joy guides companies to uncover their unique brand differentiation and build their desired brand experience.

His personal mission is to humanize the workplace, by guiding employees in creating a unique brand experience, that forms an emotional connect with stakeholders.

Joy is the co-founder and global marketing director of Create The Edge, a strategy and innovation advisory company. Create The Edge helps businesses solve two big problems – inability to differentiate their brand and sustainable profitability.

Joy brings a very human and simple approach to business. That comes from having over three decades of experience in strategy, marketing and business operations across Asia.