Lightspeed has intensified its focus across Asia with the opening of a new office in Seoul and the announcement of a new global data buying approach. The company has also announced the promotion of Jeff Tsui to Managing Director, Greater China.
As Managing Director, Greater China, Tsui will be responsible for the growth and vision of local initiatives across Mainland China, Hong Kong and Taiwan, while supporting Lightspeed’s global strategy. Having maintained a growing and profitable business since taking on the Vice President, Greater China, role in 2016, Tsui specializes in helping local clients understand international markets, while also counseling overseas clients to better understand China. Tsui will report directly to Caroline Frankum, Global Chief Executive Officer.
“In a market where there is a clear shift to ‘local giants’ we need new ways of thinking through smart solutions in China for China,” said Frankum. “Strong, experienced local leadership is therefore critical and Jeff brings that.”
Frankum continued “Jeff brings an impressive range of experience of both Chinese and international markets to his expanded role. When it comes to providing clients with the RIGHT data from REAL people, he has an outstanding track record and has built the stamina necessary to optimize the many opportunities this complex marketplace offers — mostly recently proven with our WeChat panel offering.”
In his role, Tsui is finding new ways to help Lightspeed tap into local, established platforms to extend its consumer reach. Through WeChat, China’s most popular social messaging, media and mobile payment app, Lightspeed offers access to a highly engaged, representative mobile audience in China. With more than 1 billion active users, WeChat provides a new and consumer centric way to engage panelists on a continuous basis, building a more robust, engaged community for brands to tap into.
“We’re taking advantage of an existing popular, non-research app to directly talk to consumers,” stated Tsui. “Part of Lightspeed’s ambition is to provide right data from real consumers. I see it as our goal to develop a more significant, local presence in China – combining WeChat’s technological prowess and its status as trusted, familiar platform together with Lightspeed’s focus on consumer engagement is win for clients across the globe.”
Offering a familiar platform that consumers already trust, WeChat acts as a community for opinion givers with the chance to share results, play games and participate in polls.