Strategy without execution is just expensive PowerPoint.
Beyond Border Group was founded by former Publicis executives who spent 15 years growing global brands across China. Inside Tmall dashboards, Douyin studios, distributor negotiations. Not boardrooms.
The pattern we saw: brands got brilliant China strategies, then watched junior teams fumble execution. Beautiful decks. Mediocre results.
So we built something different.
Experience you can't Google
We learned China marketing by launching brands there, not by reading about it.
Founder and CEO
CHINA / EUROPE
25 years in digital, advertising and commerce. Former CEO of Publicis Commerce and Performance Marketing China and North Asia.
Senior Director & Partner
CHINA
18 years experience as eCommerce and Digital director in China. Former operations director at Publicis China.
Built brand growth strategies across China and North Asia for global portfolios. Shaped market entry, platform ecosystems, partnership frameworks.
Developed commerce and content strategies for Tmall, JD, Douyin, Xiaohongshu. Understand how platform dynamics shape brand success.
Designed China market approaches for dozens of international brands. Navigated regulatory shifts, competitive landscapes, consumer evolution.
Senior strategists who also run operations. We don't separate thinking from doing because that's where strategies fail.
The person building your China growth roadmap is the same person ensuring it actually works. No strategy-execution gap. No lost translation between planning and performance.
We've launched beauty brands on Xiaohongshu. Reversed F&B sales declines on Tmall. Built automotive consideration through Douyin.
The people who understand China brand strategy are the same people executing your campaigns.
The strategist who plans your China entry is the same person optimizing your Douyin ads at 2am Beijing time. No handoffs to junior teams. No "advisors" who haven't logged into a Chinese platform in years.
We turn down work that doesn't fit our expertise. Your results matter more than our client count. If we can't move the needle for your brand in China, we'll tell you upfront.
China isn't your home market with Chinese characters. We build strategies that work within China's ecosystem, from payment rails to platform algorithms to consumer behavior patterns that don't exist anywhere else.
Ask us about Tmall's search ranking factors. Xiaohongshu's content moderation triggers. WeChat's conversion tracking limitations. We've broken these platforms, fixed them, and scaled campaigns through them for 15+ years.
Twenty-five years in China means we know who to call when platforms change their rules overnight. Distributors who actually answer their phones. TP partners who won't ghost you after onboarding. KOL agencies that vet their influencers. These relationships aren't in a CRM. They're built on years of solving problems together.
Before Beyond Border, we ran commerce teams at Publicis. Managed P&Ls for brand flagship stores. Negotiated platform penalties at 3am. We know what keeps you up at night because we've lived it.
