Having worked across multiple markets, sectors and roles, Bassam’s experiences have oscillated from brand management, in-housed creative development, digital transformation as well as overseeing the design of consumer experiences. Joining Coca-Cola in 2010, he is currently heading the Integrated Marketing Experiences division across ML China, Hong Kong, Taiwan & Mongolia; translating business strategies into consumer & shopper experiences across media, social, design, retail, licensing & CRM for the Coca-Cola Company.

His approach to marketing can be summed up in five core principles:

1. Strive for both strategic creativity & creative strategy
2. Design experiences both for cultural impact & efficiency
3. Explore the beauty that results from the intersection of data, creativity & media
4. Nothing trumps a good insight built on human truths
5. 1+1=3 if you’re able to harness the power of your peers and partners