Ten years building beauty and health brands across Shanghai, Sydney, and Paris, on both the agency and the client side. Today, I help premium brands translate their heritage into local market share, bridging the commercial and cultural gaps between Europe, Asia, and Australia.
See my work →I have worked inside the agency and the brand, in Chinese, English, and French. The category has always been beauty and health. Over those ten years, I have led multiple cross-cultural brand strategies, consumer insights, product launches, integrated brand activations, and end-to-end deliveries.
Most people who read Asia well do not carry a global brand’s commercial logic. Most people who set global strategy read Asia from the outside. I have worked from both positions, in Shanghai, Sydney, and Paris.
I started at Saatchi & Saatchi on Olay as account manager, running P&G’s national campaigns across Greater China: owning the full campaign lifecycle—from early insights and creative development to production and final delivery. I moved from account executive to manager and led a team through Olay’s global brand transformation.
Working tightly with the global team, I owned the brand’s China execution. My role was to act as the critical bridge—translating global platforms into local relevance while driving end-to-end operational efficiency. I navigated market complexities and kept diverse stakeholders strictly aligned behind one unified vision. In 2018, the campaign Ageless launched with 21.7M views on the hero film.
At Sussex Media in Sydney, I was key account manager for Bayer Australia. I pitched the new business, built the client relationships, took on more responsibility in the team, then found the resources and led the delivery. It made me more flexible, and more thorough in how I covered a project.
Four months in, I rapidly scaled my capabilities to architect and run a two-day B2B event in Sydney. Over the next two years, I delivered close to ten B2B, B2C, and expo programmes for Bayer, taking on part of the creative director role along the way too.
Working in another country and another culture, I found that my established mindset had to evolve, and I kept adjusting to the environment I was in. Australia is where I came to understand how much health matters, and where I decided to go deeper into the category along with beauty.
The pandemic brought me back to Shanghai, and to the client side. On the brand side, I was accountable for the business and its growth. I developed product, negotiated distribution channels and third-party partnerships, and carried the result.
As brand manager at Alliance Nutrition, I built the growth strategy for Leven probiotics, which delivered 170% year-on-year sales growth. At Blackmores, I took eye health from an early-stage category to a key growth driver at 50% quarter on quarter in the group, defining the positioning, the product offering, and the route to market. Because I’ve sat on both sides of the table, I know exactly how to extract the best work from agency partners, and hold them accountable to business results.
In 2022, I came to Paris for a master’s in arts and cultural management at KEDGE Business School. During my internship at L’Oréal, I joined the worldwide travel retail luxury skincare team, where I learned to read and analyse a category and a business at global scale.
I then transitioned into a permanent role as Global Account Manager at Publicis Health. I ran global HCP programmes for Nestlé Nutrition, Biocodex, and L’Oréal — work where the core challenge is always the same: translating rigorous scientific credibility into engaging brand narratives. In 2024, our team won Global L’Oréal’s LDB pitch for a new category launch in China. Embedding my China market fluency into a global strategic framework allowed me to operate as the definitive bridge between Paris headquarters and local execution.
This dual perspective didn’t just help win a pitch; it proved the immense commercial impact of true cross-border alignment. This ability to bridge global strategy with local execution gave me the expertise to steer complex projects with complete autonomy — forming the exact foundation of the work I do today.
Since finishing my master’s, I have studied art history in the evening programme at the École du Louvre. I have seen several hundred exhibitions since moving to Paris, volunteered at cultural events, supported artists’ projects, and I write exhibition criticism and cultural insights on RED, the Chinese social platform, for the Chinese audience. For me, this isn’t just a personal passion; it’s a commercial asset. It gives me the aesthetic judgement and cultural radar to elevate brand communications to be truly aspirational.
Follow me on RED →Reflections and feedback from the clients, managers, and teammates I’ve worked with over the past decade.
From a client perspective, she was a highly reliable and professional partner throughout our collaboration. Nina has a strong sense of structure and organization, ensuring that projects were consistently well managed and delivered on time. She is thorough, detail-oriented and always fully on top of the different workstreams, which provided real reassurance on complex projects. Her proactive approach and ability to anticipate potential issues made collaboration smooth and efficient.
Beyond her technical skills, Nina is also very pleasant to work with. She combines clarity, responsiveness and a calm, constructive attitude, which helps build strong and trusting working relationships.
I had the pleasure of managing Nina for nearly two years. Nina is a strong and experienced project manager. With excellent analytical and execution skills, she quickly grasps the marketing challenges behind a brief and effectively coordinates talents to develop and deliver communication initiatives, while building strong relationships with both clients and teams
Nina has been demonstrating exceptional entrepreneurship spirit, agility and interpersonal skills in all the projects she handled independently. She is always eager to learn with a positive attitude for the tasks assigned and delivers way beyond what we expect.
We were very lucky to have Nina join the team and lead our Eye segment in China. This category is now our fastest category because of Nina’s leadership. She has proven herself to be highly intelligent, accountable and driven brand manager. I will be looking out for her greater achievements to come.
Formerly Director of Business Development & Strategic Communications · Blackmores
February 2023
Nina is a very focused and organized talent. She showed quite good skills on not only brand marketing but also on soft skills such as multi-task handling and problem solving during work. She is also reliable team member.
Nina is a strong and passionate team member. During my tenure at Saatchi and Saatchi Shanghai, Nina was promoted from Account Executive to Senior Account Executive, and then to Account Manager in a quick manner for she had impressed us with her strength in project management, gaining trust from client and sharing her insights. She is always independent, tough and responsible. And, it is impressive to me that she keeps getting inspiration in exploring life, which brings her wisdom and insight.
Nina worked at Sussex Australasia (formerly Sussex Media) for almost 2 years, she was a KAM managing one of our major client. Nina demonstrated high standard work quality and, always aiming perfection for all work handled by her. I found Nina is very professional and, principle centered with best interests in heart for client. Nina has brilliant sense in creativity as well as high attention on detail. Nina was loved by everyone at Sussex team and, we will always think of her as part of Sussex family.
I help beauty and health brands scale across borders — guiding premium players into new markets across Europe, Asia, and Australia.
To land successfully in a new market, a brand needs true cultural substance. I combine cross-border strategic depth with strict commercial rigour to ensure your core identity adapts flawlessly. Whether engaging consumers or healthcare professionals, I build brand narratives that don’t just enter new markets — they thrive.
If you are looking to launch, reposition, or scale your brand across borders, let’s start the conversation.
Contact me →Share where you are, what’s at stake, and what you’re trying to move.
Write to me → or write directly to nina@xuconseil.fr