Isobar China Group strengthens its executive team


Isobar China Group will support its clients’ digital transformation by adding to its executive team.

Tammy Sheu and Britney Pai have been promoted to CEO and chief growth officer respectively. Alvin Huang will also lead the development of end-to-end commerce solutions, in the newly-created role of chief commerce officer while Chris Chen will continue to lead the group creative team as chief creative officer. The new positions reflect the ongoing evolution of the business as they aspire to be the best partner for clients in the market. All these roles will be effective from September 1st and all four executives will be based in Shanghai.

Sheu joined Isobar in June of this year, arriving from Tencent where she was vice president of Tencent Cloud. She brings with her more than 20 years of leadership experience in China, across both agency and marketing technology sectors. In this new role, she will be tasked with enhancing Isobar’s overall digital transformation proposition, and empowering the agency to be an Experience Agency of Record by delivering experiences that are idea-led, data-driven, and tech-enabled.

Pai will be responsible for focusing on new growth areas such as products and services. She is a respected entrepreneur, as she helped found Trio Isobar and pioneered its IP development for Isobar China combining entertainment, social and content with commerce.

Huang will assume new responsibilities across driving strategic development plans, by focusing on transformative commerce solutions. He will also drive best practice in digital commerce to meet bolstered client demands.

Michelle Lau, CEO of Dentsu Aegis Network China, said, “We are in the age of empowered consumers, especially in China. It’s never been more important to deliver solutions that enable our clients to win, keep, and grow their best customers. Alvin has been hugely successful in driving Isobar’s strategic evolution since 2018. With the strengthened executive team and under Tammy’s leadership , this next phase will enable us to build unified, world class expertise especially in the digital transformation space where integrated customer experience and commerce solutions play a significant role in fueling growth for our clients.”

Isobar China’s has enjoyed significant growth in the past three years through both its acquisitions and organic expansion. The agency has seen record double digit growth since becoming part of Dentsu Aegis Network and has enjoyed working with brands such as Shiseido, Lacoste, BenQ, Wacom, Nestlé, and ASICS, as well as being named Magento’s Global Commercial Partner of the Year last year.

Jean Lin, Isobar’s global CEO said, “The new executive line-up will further enable the implementation of our ongoing strategic plan to deliver innovative client-centric solutions and will continue to drive Isobar’s position as an agency that enables experience-led transformation, powered by creativity. All four executives are highly respected in their individual fields and will work together as one multi-disciplinary and collaborative team to deliver best-in-class solutions our clients.”

(From left to right: Tammy Sheu, Britney Pai, Jean Lin, Chris Chen, Michelle Lau and Alvin Huang)



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