Mimi Lu

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

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

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