Adobe has appointed Fabio Tiviti as Vice President and Managing Director of Asia, effective immediately. Tiviti will oversee the company’s enterprise businesses across Southeast Asia, Greater China, and Korea, reporting to Ben Goodman, President of JAPAC.

The appointment signals Adobe’s intent to deepen its enterprise footprint across a region it describes as being at the forefront of AI-driven customer experience transformation.

25 years of APAC enterprise leadership

Tiviti joins from Workday, where he served as Global Vice President responsible for regional field operations and go-to-market strategy across APAC, Japan, and EMEA. He has previously held leadership roles at SAP and Infor, giving him more than 25 years of enterprise technology experience across the region.

Fabio brings a proven track record of driving growth and transformation for customers across Asia Pacific. His leadership will be instrumental in helping customers to unlock value and seize growth opportunities in this region’s fast-evolving AI landscape. – Ben Goodman, President, JAPAC, Adobe

AI and customer experience in focus for Southeast Asia

Adobe’s Asia strategy centres on Customer Experience Orchestration – its framework for integrating creativity, marketing, and AI to deliver connected, personalised customer experiences at scale. Tiviti’s mandate will be to accelerate the adoption of this approach among enterprise clients across Southeast Asia and North Asia, building on Adobe’s existing partnerships with brands, agencies, and systems integrators in the region.