Creative digital agency Qumin has appointed Jennifer Zou as performance director.
Zou previously spent five years working at OMD EMEA, latterly as a director in the performance marketing department, working with brands including Northface, Vans, Nissan, Infiniti, Groupon, HTC and Cisco.
At Qumin, Zou will oversee the performance marketing department, ensuring the smooth delivery of the agency’s search and paid media services. In addition, she will continue to grow Qumin’s performance team and expand the breadth of Qumin’s service offerings.
Zou said: “It’s been difficult for western brands to market their products and services to China. Harder still is to do that accurately in a data-focused approach. Unlike the established western digital market, the performance side of marketing in China has much potential as it is challenging. We aim to work with our partners in China, to explore, and eventually achieve, unique and efficient data-driven approaches for brands that are ambitious about China market.”
Qumin’s chief executive, Arnold Ma, commented: “The Chinese paid media industry is a minefield for international brands – UK agencies do not understand the landscape and Chinese agencies are plagued by fraud and backhanders. We will change this. Our goal has always been to combine the transparency and experience of western marketing with native understanding of China. Jennifer ticks both boxes — she is one of, if not the most, experienced Chinese paid media specialists in London. As a leader in her field, she will be raising the bar of both our work and the industry as a whole.
Qumin is based in London and Shanghai.