Tina has over 25 years of extensive experience in innovation and digital consulting, consumer insights, brand strategy consulting, and marketing optimization. With outstanding leadership skills, she serves a wide range of clients across industries, helping them develop effective strategies to address both local and international challenges. Focusing on the unique environment of the digital era and the growth of Chinese brands, she integrates branding into business concepts, developing and executing innovative strategies and marketing solutions that optimize ROI in the digital age.
Before joining Mintel, Tina served as the CEO of Ascential Digital Commerce China, Chief Commercial Officer at NielsenIQ, and Senior Vice President of Big Data Marketing Optimization Consulting. She has also worked at renowned brand consulting firms such as Interbrand and founded her own innovation consulting company. She holds an MBA from China Europe International Business School (CEIBS).
In 2025, China’s consumer market is shifting from scale driven growth to value driven growth. Yet many new products still fade quickly after launch, and the success rate of innovation continues to decline. While almost all growth opportunities point to innovation, brands are increasingly trapped in a paradox of working harder while earning less amid homogeneous competition.
Although 85 percent of CEOs view innovation as a core strategy, only 10 percent are satisfied with their company’s innovation performance. In response to this gap, Mintel will draw on industry cases to unpack why innovation is becoming harder in the FMCG sector, examine the key challenges brands face, and explore how to drive more effective innovation through consumer insights and data, anticipate consumer trends, and identify market opportunities with real growth potential.