The new role will aim to provide market analysis to the teams and clients in terms of current and future audience trends, supply and demand of the TV airtime and market inflation trend.
Xu will be based in the Shanghai office. Her responsibilities include enhancing accurate ratings projections and driving better media efficiency for clients. She will also act as the project leader for the Media System enhancement to improve operational efficiency.
A tactical planning and buying veteran in China, Xu joins from her position as the TV investment director at Optimedia for over 13 years where she helped develop the TV buying management system. She has worked for both MNCs and local clients across multiple categories including SGM, Coca-Cola, Sony, Wyeth, Nokia, HP, APP, Chunlan and B&Q.
Reported in January, Michelle Lau, former MD of Carat China, rejoined the company as COO.
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