Siye Zhu

Helping industrial B2B companies strengthen commercial capabilities and achieve sustainable growth in China’s increasingly complex market.
Representative Cases
 European Agriculture Equipment Manufacturer
Redesigned dealer strategy and enhanced the dealer engagement. Design and launch the new product offering to transform the business mode at current marketing dynamics. Identify and penetrate in the most-matched segments. Establish a decent presence for a premium niche equipment brand.
 Chinese Medical Device Company (Pre-IPO)
Led the transformation of sales& marketing team with clarified roles& responsibilities and KPIs, to support the ambitious business growth objectives through capability building and organizational redesign.
 Nordic Business Communities
Partnership with Nordic Friend Agency, providing consulting or workshop facilitation on strategic marketing or business development for multiple Nordic industrial companies.
 Industry Speaker
Invited speaker or trainer for business activities organized by Finncham, Swedcham, VDMA, sharing insights on leading change for B2B marketing.

Built the APAC marketing organization from the ground up into a strategic business function covering China, Australia, Korea and Southeast Asia.
Highlights include:
- Marketing organization design
- Commercial excellence
- Brand strategy
- Digital transformation
- Business development
- Change management
- Acquisition communication and integration
Supported record business growth despite the COVID period through organizational transformation and agile commercial execution.

o Trainer for Certified classes of
o Psychological Therapist, CBT and TA technique preferred
o Co-founder of an online platform to assist young generation entering the after-school life
o Assistant therapist for The Depressions Healing Group

o Manage the internal and external communications in China during the strategic acquisition to ensure the engagement and confidence of key stakeholders
o To establish the foundational package, channels, content and public relations for corporate level communications.
o To align the strategy and effort of communication team at Corporate and BU level, to achieve mutual benefit.

o Responsible for the overall digital marketing for VCE China, including UX upgrade of digital& social channels, content strategy and creation, O2O integration, SEO/SEM, social campaigns, sales leads generations, etc.
o Responsible for strategy and relation management with media, associations and CSR organizations.
o Upgrade the communication system with dealer network across China, to increase the support efficiency.
o To develop regional digital strategy, vision and roadmap.
o Responsible for marketing tools efficiency improvement, and work on some marketing tools development, like job stories.

o The last 2 years as corporate branding manager, a newly created role to manage the external communications and public relations, corporate level events, digital presence, and manage brand portfolios of corporate and product brands.
o 3 years after trainee program as marketing manager for cold chain business, a newly created business unit with turn-key solution for the emerging cold chain market in China. Leading a very young team of trainees, be the core foundational members of the BU, responsible for marketing research, development of key relationship with government, university, industry experts, key business partners, media. Forerunner to practice on various digital channels and setting up Cold Chain College to build the IR brand as a key influencer in cold chain segment.
o 2 years’ job rotation as management trainee, in different BU, covering roles of corporate communications, product marketing, strategic marketing, and marketing communications.