WPP Media has appointed Tina Chen as Chief Executive Officer of WPP Media China, with her role set to take effect from March 30, 2026. The announcement was shared by the company through a LinkedIn post, highlighting Chen’s leadership experience and strategic capabilities as key factors behind the appointment.
Chen joins the organisation after spending the last five years with Shiseido in the China region, where she served as Senior Vice President. During her tenure, she initially took on the role of Chief Digital Officer, leading a large-scale digital transformation built around consumer-centric and data-driven strategies. Her responsibilities included overseeing consumer and market insights, digital media and marketing, corporate e-commerce and social commerce initiatives, analytics platforms, as well as digital technology and AI innovation across the region.
Her role later expanded to Chief Digital and Strategy Officer, where she also led the company’s regional growth strategy and transformation roadmap. Under her leadership, Shiseido strengthened its digital ecosystem and accelerated its data-led marketing capabilities in one of the world’s most competitive beauty markets.
With extensive experience across corporate strategy, innovation, consumer insights, data analytics, media and marketing, Chen brings a well-rounded leadership perspective to WPP Media China. Her career spans multiple industries including beauty and luxury, retail, FMCG and financial services.
As CEO, Chen is expected to focus on strengthening WPP Media’s strategic capabilities in China, enhancing data-driven marketing solutions and supporting clients in navigating the rapidly evolving media and digital landscape.