DeVries Global bolsters Asian leadership


DeVries Global, an international communications micro-network with offices across the U.S., Asia and Europe, announced two senior leadership appointments to further bolster the firm’s growth in China and Asia.

Lydia Shen joins as Managing Director for China and Zoe Wu, was been promoted to a new role as Regional Vice President, Operations & Business Strategy, China & Asia.

In her role, Lydia will be responsible to drive business opportunities for existing and new clients; deepen client counsel in integrated influencer engagement; and relentlessly foster, and grow the talent within the China team.

She will report directly to Andres Vejarano, Regional Managing Director, Asia, and assist in spearheading the agency’s integrated marketing capabilities

Within her 17-year PR and marketing career, Lydia, was previously the China Managing Director for public relations firm, Cohn Wolfe. Within her role, Lydia helped drive the firm’s client growth and team expansion from inception.

She also provided counsel to market-leading brands such as Gap, Mandarin Oriental, Ford, Lipton, MSD, Pfizer, Dell, and United Airlines, within the consumer, lifestyle, healthcare and technology sector; and produced award-winning campaigns for clients.

“The unique culture at DeVries and inspiring team are just a few of the things I am looking forward to being a part of.  As an organization, Devries has introduced innovating ways for their clients to engage and deepen relationshps with their digitally-savvy Chinese audiences” said Shen.

To further strengthen their China operation, Zoe Wu, has been promoted to Regional Vice President, Operations & Business Strategy, China & Asia. In this newly created role, Zoe, who has been with the firm for over five years, will be responsible for business planning and operational effectiveness to support the future growth of the firm.

She will report directly to the Lydia Shen and will also take on additional regional responsibilities including spearheading transformative talent and culture development programs, business intelligence and marketing.

“We have built tremendous business momentum at DeVries Global, China, in past few years, so I’m very appreciative to continue to support our on-going growth in China, as well as nurture our plan for growth and innovation across DeVries Global Asia markets”, said Wu.

DeVries Global, Asia, has expanded its client portfolio over the last year by adding market-leading consumer and lifestyle brands including Proctor & Gamble, SK-II, Johnson’s® Baby, New Balance, Audi, Samsonite and Lane Crawford to their roster.

“The culture at DeVries thrives on being inventive, agile, and inclusive” said Andres Vejarano, Regional Managing Director, Asia. “I am thrilled that Lydia, a proven and experienced China marketing leader, will join our leadership team, and drive and deliver the best that we can, for our clients, and for our people. Equally, in her new role, Zoe will bring further operational innovation to the way we build our value and counsel to our clients”.