Xu Duan, Founder & Director

Xu Duan earned her Ph.D. from Nanyang Technological University in 2023, specializing in consumer psychology, consumer behavior, influencer marketing, and social media advertising. With over 9 years of experience in integrated marketing communication across both industry and academia, she has worked at leading marketing consultancies, managing promotional and digital campaigns for international brands such as HP, Tencent, LinkedIn China, Mercedes-Benz and Porsche. One of the digital marketing campaigns she and her team designed and executed won the Mumbrella Asia Award for Collaboration (Singapore, 2017).

Currently, she is an Assistant Professor of Marketing at the business school of a public university in Shenzhen, China. Alongside her teaching, she helps Chinese DTC brands grow globally through performance marketing strategies grounded in data and science.