Rica Facundo is a strategist and editor who explores how choices, meaning and growth are defined in a fast-changing world, with a particular focus on APAC and the human and cultural realities behind business decisions. Her work centres on translating culturally nuanced insight into thought leadership that travels across regions and informs better business decisions, including the Pace Principle, a landmark Asian marketing effectiveness study.

She is a sought-after keynote speaker and moderator at global and regional conferences and CMO forums, including Cannes Lions, Spikes Asia, Adfest, SXSW, and FUTR, known for asking better questions that reframe industry conversations and unlock more nuanced perspectives.