Nendra van Wielink-Mohamed

Nendra is a global media and marketing leader with 25+ years of experience driving transformative change across diverse markets and brands. Currently the Global Media Operations & Transformation Lead at Decathlon, Nendra's career has spanned from Singapore, across APAC to Thailand, and now to the Netherlands – always embracing new challenges and a commitment to breaking barriers.

Her expertise encompasses media transformation, business planning, strategic partnerships, effectiveness measurement, and talent development. Following a successful two-decade agency career with awards and accolades, Nendra transitioned to the client side. At Kraft Heinz, she honed her skills in global media vision development, leading key strategic project and agency relationship while establishing best practices for the Global Center of Excellence.

Passionate about developing future leaders, Nendra has mentored professionals for over 10 years. She shares her industry expertise as an advisor to Zefr and contributes to industry bodies like Insights Lighthouse and the WFA.

A strong advocate for the advertising industry, Nendra champions insight-driven, responsible media creativity and progressive measurement. Her contributions have been recognized with awards from Kraft Heinz for Diversity (2020) and Catalyst of Growth (2022). She also served as a jury member for the Eurobest Awards 2022.