As the Chief Executive Officer of Isobar China Group, Tammy Sheu is tasked with enhancing Isobar’s overall digital transformation proposition and empowering the agency to be the Experience Agency of Record by delivering concepts that are idea-led, data-driven, and tech-enabled.
Tammy believes that the digital economy has disrupted traditional consumer-brand relationships. To differentiate and grow, today businesses need to activate brand purpose and customer loyalty by creating experiences that deliver value beyond the product. As the Chief Executive Officer of Isobar China Group, Tammy concentrates on delivering experience-led solutions and services for clients’ digital transformation.
Tammy Sheu has more than 20 years of marketing communications experience in the Greater China region. She is one of the few senior experts who understand China’s internet ecosystem, agency operations and brand building. Prior to joining Isobar in 2019, Tammy was Vice President of Tencent Cloud and General Manager of Tencent Corporate Marketing and Public Relations, focusing on resource integration, ecological marketing, and branding. She is passionate about digital and exploring new marketing approaches, and her energy led the team to successfully launching China Internet Charity Day. She is also driven in exploring smart retail solutions that combine consumer-centric strategy with technology.
Before joining to Tencent, Tammy worked in top global 4A advertising agencies, including Ogilvy, JWT and Grey, in senior management positions, giving her extensive experience and unique insights into organisation transformation and talent development initiatives.
Tammy graduated from Chinese Literature department of National Taiwan University and got an EMBA degree from Hong Kong University of Science and Technology.