China – WPP Media, the global media collective of WPP, has appointed Tina Chen as chief executive officer for its China operations.
Chen brings experience spanning corporate strategy and innovation, consumer insights, market intelligence, data and analytics, media and marketing, as well as e-commerce and social media. Her sector background includes beauty and luxury, retail, FMCG, and financial services.
She joins from Shiseido’s China region, where she served as senior vice president for the past five years. Chen initially joined the company as chief digital officer, leading its end-to-end digital transformation initiatives built around “consumer-centric” and “data-driven” strategies. Her remit covered consumer and market insights, digital media and marketing, corporate e-commerce and social commerce incubation, analytics and data platforms, as well as digital technology and AI innovation in the market.
Her responsibilities were later expanded when she was appointed chief digital and strategy officer, a role that also saw her oversee regional growth strategy and the company’s transformation roadmap.
Prior to Shiseido, Chen was managing director of digital transformation and new retail industry lead for Greater China at Accenture. She also held roles as general manager for strategy, digital banking and corporate communications at the Commonwealth Bank of Australia and senior director and head of strategy, digital innovation and planning at AIA.
Chen began her career in consulting, working with firms including Boston Consulting Group and the business design studio IDEO, with a focus on strategy and business transformation.
Commenting on her appointment, Chen said, “I am thrilled to join WPP Media China in such an important capacity, in such a dynamic market, in the Year of the Horse – a symbol of speed, energy and strength. We will race forward together, pursuing marketing and commercial excellence, and sharing our success with clients and partners alike.”
From March 30, Chen will serve as co-chief executive officer alongside outgoing China CEO Rupert McPetrie during a transition period running through June 30, 2026. McPetrie is expected to step down from the role after the handover as he pursues other opportunities within the WPP network.
McPetrie said, “Leading WPP Media in China over the last two years has been one of the greatest privileges of my career. I am immensely proud of what this team has built. We have stabilised and grown the business in one of the world’s most exciting and competitive markets, and every person in this organisation has played a part in that.
He added, “I am delighted to welcome Tina to WPP Media, and the expertise she brings in digital transformation, strategy, and innovation in China is exceptional, and I am confident that the business and its people are in outstanding hands.”
Meanwhile, Mark Patterson, global president for Markets & Business Operations at WPP Media, commented, “We are thrilled to welcome Tina to WPP Media. She brings an exceptional depth of expertise in digital transformation, innovation, and growth strategy in the China market and exactly the kind of leadership we need for the chapter ahead.
Patterson also addressed McPetrie’s move, saying, “I also want to extend my sincere thanks to Rupert for his outstanding contribution over the last two years and across more than a decade of leadership in China and the Asia Pacific region. He has done tremendous work to strengthen our business in this market, and we wish him well.”
