Isobar China Group strengthens executive team in Shanghai to drive experience-led transformation

Isobar China Group has elevated Tammy Sheu to Chief Executive Officer and Britney Pai to Chief Growth Officer. Alvin Huang will lead the development of end-to-end commerce solutions, in a newly created role of Chief Commerce Officer and Chris Chen will continue to lead the group creative team as Chief Creative Officer.

The team has a proven track record of success in China and the new positions and shape of the team reflects the ongoing evolution of the business to be the best business partner for clients in the market. All roles will be effective from September 1st and all four executives will be based in Shanghai.

Jean Lin, Isobar 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.”

Sheu joined Isobar in June from Tencent where she was Vice President of Tencent Cloud. Sheu has more than 20 years of leadership experience in China, in both agency and marketing technology sectors. She is tasked with enhancing Isobar’s overall digital transformation proposition, and empowering the agency to be the Experience Agency of Record by delivering experiences that are idea-led, data-driven, and tech-enabled.

Huang will move from his role as CEO to Chief Commerce Officer, taking on new responsibility for driving strategic development plans, with a focus on transformative commerce solutions. In his new capacity, Huang will also drive best practice in digital commerce across Dentsu Aegis Network China.

Pai will become Chief Growth Officer with a remit that focuses on new growth areas including products and services. Pai is a respected entrepreneur and as a founder of Trio Isobar who pioneered the development of IP for Isobar China, working closely with Dentsu Group in Japan to create unique collaborations that combine entertainment, social and content to connect to commerce. This disruptive new model has produced significant business success for Isobar clients in China.

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.”