Tina Chen joins WPP Media as CEO in China
WPP Media has appointed Tina Chen as the company’s next Chief Executive Officer for the China market. Chen has served the Shiseido China Region as SVP for the past five years.
Chen started out as Chief Digital Officer, leading end-to-end digital transformation centering around “Consumer Centric” and “Data Driven” strategies, covering consumer & market insights, digital media & marketing, corporate eCommerce & social commerce incubation, analytics and data platforms, as well as digital technology & AI innovation initiatives in the market. Later, her role expanded to Chief Digital & Strategy Officer, where she was also responsible for regional growth strategy and the transformation roadmap.
From March 30th, Chen and outgoing CEO Rupert McPetrie will serve as co-CEOs, working closely together through June 30th, 2026, to ensure a smooth transition for clients before McPetrie steps down to pursue other opportunities within the WPP network.
Announcing the news, Mark Patterson, Global President, Markets & Business Operations at WPP Media said: “We are thrilled to welcome Tina to WPP Media. She brings an exceptional depth of expertise in digital transformation, innovation, and growth strategy in the China market, and exactly the kind of leadership we need for the chapter ahead. I also want to extend my sincere thanks to Rupert for his outstanding contribution over the last two years and across more than a decade of leadership in China and the Asia Pacific region. He has done tremendous work to strengthen our business in this market, and we wish him well.”
Prior to Shiseido, Chen was Managing Director of Digital Transformation and the New Retail Industry Lead for Accenture in Greater China. She also worked as General Manager for Strategy, Digital Banking and Corporate Communications for Commonwealth Bank of Australia and Senior Director, Head of Strategy, Digital Innovation, and Planning for the insurance group, AIA. She excels in business design and transformation and began her career with consultancies including Boston Consulting Group, and the famous business design studio IDEO.
Chen’s appointment brings deep expertise across corporate strategy and innovation, consumer insights, market intelligence, data and analytics, media and marketing, and ecommerce and social media, with sector experience spanning beauty and luxury, retail, FMCG, and financial services.
Chen said: “I am thrilled to join WPP Media China, in such an important capacity, in such a dynamic market, in the Year of the Horse – a symbol of speed, energy and strength. We will race forward together, pursuing marketing and commercial excellence, and sharing our success with clients and partners alike.”
Rupert McPetrie, outgoing CEO of WPP Media China, said: “Leading WPP Media in China over the last two years has been one of the greatest privileges of my career. I am immensely proud of what this team has built. We have stabilized and grown the business in one of the world’s most exciting and competitive markets, and every person in this organization has played a part in that. I am delighted to welcome Tina to WPP Media and the expertise she brings in digital transformation, strategy, and innovation in China is exceptional, and I am confident that the business and its people are in outstanding hands.”
Chinese translation:
过去五年间，Tina担任资生堂中国区高级副总裁。她以首席数字官的身份加入，主导了围绕“消费者和数据双驱动”的端到端数字化转型，业务范围涵盖消费者与市场洞察、数字媒体与营销、电商及社交电商孵化、数据分析和平台建设，以及本土市场的数字化技术与人工智能创新项目。随后，她的职责扩展至首席数字与战略官，同时负责增长战略及转型路线规划。
自3月30日起至6月30日，陈怡与即将卸任的首席执行官Rupert McPetrie将共同担任联席首席执行官，紧密合作，以确保为客户实现平稳过渡。此后，McPetrie将卸任并寻求WPP内部的其他发展机会。
WPP Media全球市场与业务运营总裁Mark Patterson表示：“欢迎陈怡女士加入WPP Media。她在中国市场的数字化转型、创新和增长战略方面具备卓越的专业深度，正是我们进入新篇章所需要的领导力。同时，我谨对Rupert过去两年的杰出贡献以及十余年来在中国及亚太地区所展示的领导力表示诚挚感谢。他为巩固我们在这一市场的业务付出了巨大的努力，祝愿他一切顺利。”
在加入资生堂之前，她担任埃森哲大中华区数字化转型董事总经理及新零售行业负责人。她还曾在澳大利亚联邦银行担任战略、数字银行与企业传播总经理，并在友邦保险担任战略创新及规划负责人。她擅长业务设计与转型，职业生涯起步于咨询及设计创新行业，包括波士顿咨询公司、著名商业设计工作室IDEO等。
陈怡的任命为公司在企业战略与创新、消费者及市场洞察、数据分析、媒体营销、电商及社交媒体等领域带来了深厚的专业积淀，其行业经验横跨美妆奢品、零售、快消品及金融服务。
谈及此次任命，陈怡表示：“能够在这个充满活力的市场，在象征着速度、能量和力量的马年加入WPP Media中国，担任如此重要的职位，我倍感振奋。我们将携手并进，追求营销和商业卓越，与客户及合作伙伴共赢。”
即将卸任的WPP Media中国区首席执行官Rupert McPetrie表示：”过去两年领导WPP Media中国团队，是我职业生涯中莫大的荣幸。我为这个团队所取得的成就感到无比自豪。我们在全球最激动人心、竞争最激烈的市场中稳定发展业务并实现了增长，公司的每一位同事都为此做出了贡献。欢迎陈怡女士加入WPP Media，她在中国市场的数字化转型、战略和创新方面的专业能力非常出色，我相信公司的业务和团队都将得到卓越的领导。”