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Senior APAC marketing strategy and consumer intelligence leader with 15+ years of experience across China and the wider Asia-Pacific region. Currently leads a regional insights and intelligence function spanning 14 markets, with expertise in consumer behaviour, cultural intelligence, marketing transformation, social commerce, brand strategy and growth planning. Has advised global businesses across FMCG, luxury, beauty, technology, financial services, travel, retail and healthcare. Previous work includes building regional strategy functions, developing commercial insight products, transforming agency operating models and helping organisations translate fragmented market data into practical growth decisions. Career experience includes leading work associated with more than US$150 million in new business and retention, alongside building a consulting practice that generated US$0.5 million in incremental revenue. Key areas of expertise include APAC market dynamics, China’s digital ecosystem, consumer and cultural trends, marketing effectiveness, regional operating models and capability transformation.…Senior APAC marketing strategy and consumer intelligence leader with 15+ years of experience across China and the wider Asia-Pacific region. Currently leads a regional insights and intelligence function spanning 14 markets, with expertise in consumer behaviour, cultural intelligence, marketing transformation, social commerce, brand strategy and growth planning. Has advised global businesses across FMCG, luxury, beauty, technology, financial services, travel, retail and healthcare. Previous work includes building regional strategy functions, developing commercial insight products, transforming agency operating models and helping organisations translate fragmented market data into practical growth decisions. Career experience includes leading work associated with more than US$150 million in new business and retention, alongside building a consulting practice that generated US$0.5 million in incremental revenue. Key areas of expertise include APAC market dynamics, China’s digital ecosystem, consumer and cultural trends, marketing effectiveness, regional operating models and capability transformation.

Mimi Lu

Product Marketer, Marketing Consultant, Brand Strategist, +6

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Senior APAC marketing strategy and consumer intelligence leader with 15+ years of experience across China and the wider Asia-Pacific region. Currently leads a regional insights and intelligence function spanning 14 markets, with expertise in consumer behaviour, cultural intelligence, marketing transformation, social commerce, brand strategy and growth planning. Has advised global businesses across FMCG, luxury, beauty, technology, financial services, travel, retail and healthcare. Previous work includes building regional strategy functions, developing commercial insight products, transforming agency operating models and helping organisations translate fragmented market data into practical growth decisions. Career experience includes leading work associated with more than US$150 million in new business and retention, alongside building a consulting practice that generated US$0.5 million in incremental revenue. Key areas of expertise include APAC market dynamics, China’s digital ecosystem, consumer and cultural trends, marketing effectiveness, regional operating models and capability transformation.…Senior APAC marketing strategy and consumer intelligence leader with 15+ years of experience across China and the wider Asia-Pacific region. Currently leads a regional insights and intelligence function spanning 14 markets, with expertise in consumer behaviour, cultural intelligence, marketing transformation, social commerce, brand strategy and growth planning. Has advised global businesses across FMCG, luxury, beauty, technology, financial services, travel, retail and healthcare. Previous work includes building regional strategy functions, developing commercial insight products, transforming agency operating models and helping organisations translate fragmented market data into practical growth decisions. Career experience includes leading work associated with more than US$150 million in new business and retention, alongside building a consulting practice that generated US$0.5 million in incremental revenue. Key areas of expertise include APAC market dynamics, China’s digital ecosystem, consumer and cultural trends, marketing effectiveness, regional operating models and capability transformation.

Available to hire

Senior APAC marketing strategy and consumer intelligence leader with 15+ years of experience across China and the wider Asia-Pacific region. Currently leads a regional insights and intelligence function spanning 14 markets, with expertise in consumer behaviour, cultural intelligence, marketing transformation, social commerce, brand strategy and growth planning.

Has advised global businesses across FMCG, luxury, beauty, technology, financial services, travel, retail and healthcare. Previous work includes building regional strategy functions, developing commercial insight products, transforming agency operating models and helping organisations translate fragmented market data into practical growth decisions. Career experience includes leading work associated with more than US$150 million in new business and retention, alongside building a consulting practice that generated US$0.5 million in incremental revenue.

Key areas of expertise include APAC market dynamics, China’s digital ecosystem, consumer and cultural trends, marketing effectiveness, regional operating models and capability transformation.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Fluent

Chinese

Advanced

Work Experience

Head of Strategy, Media APAC at Dentsu

January 1, 2023 - December 31, 2024

Built a centralized APAC strategy function to drive new business growth by establishing a regional strategy team to coordinate fragmented federated markets (SG, TH, ID, VN +). Reinstated strategy leadership authority to generate an APAC new business pipeline, coordinate federated market capabilities, and craft unified commercial narratives for regional pitch opportunities. Led hands-on pitch development and market coordination to elevate local market work into compelling regional propositions; provided direct strategic leadership on high-stakes opportunities. Developed market-specific data solutions and product use cases using replicable frameworks deployable across APAC markets and scalable to global client profiles. Established regional innovation and disruption culture, fostering cross-market collaboration and identifying opportunities to position Dentsu as transformation partners versus execution vendors. Grew and mentored strategic talent across APAC region, upskilling local mar

Dentsu Strategy Partner (Strategy Department Lead) at Dentsu

January 1, 2021 - December 31, 2022

Inherited the strategy function during a critical pivot from global to local client focus after loss of foundational global accounts and associated specialist capabilities. Rebuilt the strategy function from the ground up for China-first brands requiring data-driven activation and measurable business outcomes. Rebuilt the function’s fit-for-purpose structure for local market requirements, restructuring 10 senior strategists across five offices with a new operating model, deliverable frameworks, and client engagement approach. Architected end-to-end data and activation infrastructure connecting strategic planning to execution tools to address the gap between recommendations and measurable client business outcomes (sales lift, conversion, ROI). Re-engineered the service delivery model from presentation-based strategy to integrated data activation and measurement solutions to improve client satisfaction metrics across top portfolios. Business impact included delivering USD $150M in n

OMD China Head of Strategy at OMD China

January 1, 2019 - December 31, 2020

Led transformation during ecosystem dominance shifts (BBAT). Managed an agency operating model that moved from traditional volume-based media buying to digital-first integrated planning in response to market demand. Led agency-wide digital upskilling initiative across two offices (Beijing, Shanghai). Built an 18-person cross-functional growth engine integrating social, performance, content, and strategy specialists designed to drive organic client expansion and win new logos outside traditional pitch dynamics. Rebuilt the operating model with performance marketing, social, and content as foundational capabilities (not add-ons), creating unified planning frameworks across all client work to improve cross-selling. Developed ecosystem navigation expertise enabling data-driven planning and activation in walled gardens. Shifted value proposition from volume-based media buying to performance-driven integrated solutions, repositioning OMD for evolving market dynamics. Business impact incl

PhD China Strategy & Communications Planning Director at PhD China

January 1, 2015 - December 31, 2018

Strategic leadership and communications planning for clients including Unilever Food, Skincare & Personal Care, Google, and Disney Studios. (Notable project details listed but not dated in the resume extract.)

PhD China Strategist & Planner/Buyer at Media Agency (PH D China)

January 1, 2010 - December 31, 2014

Strategist and planner/buyer role within a media agency, supporting communications planning and media buying activities. (Notable details not provided in the resume extract.)