Shanghai: RAPP Shanghai, part of DDB Greater China Group, has appointed Sherry Hsu as Head of Analytics and Insight, a newly created role that will strengthen RAPP’s data driven marketing capabilities. Reporting to Ross Gearing, Vice President of RAPP Greater China, Sherry will work closely with RAPP Regional Analytics Director Dr. KP Onn to lead the Shanghai team to deliver valuable data-driven insights to clients such as McDonald’s, Philips and Unilever.
Strong creative ideas lie at the heart of DDB China Group, and those creative ideas are fueled by data-driven insights. RAPP’s specialty of data-driven marketing, which entails understanding and responding to the complex needs of consumers, leads to more innovative and effective results for clients. As a core part of DDB China Group, RAPP is building upon this ability to deliver in-depth analytics and insights that produces more creative solutions and measurable outcomes with the appointment of Sherry and the strategic team she forms with Dr. KP Onn, who joined RAPP Asia Pacific in April. Sherry’s appointment comes off the back of RAPP relocating its Asia Pacific headquarters to Shanghai in February.
Part of Sherry’s work will also involve building RAPP’s analytics and insights product line, which includes tools such as retail activation (analyzing transactions and developing programs to drive sales), customer profiling (profiling and segmenting customer and prospective bases), and Cultura (an ethnographic research tool recently launched in RAPP Asia Pacific that uses primary and secondary research, anthropological insight and adaptive analytics to organically understand consumer needs or sentiments towards products and brands).
“Our clients in China are demanding increasing sophistication in data-driven marketing services, and we’re actively building our Analytics and Insight team to strengthen our core capabilities. Sherry brings years of data analytics and leadership skills to RAPP, and with Dr. KP Onn they are able to offer a breadth of analytic thinking and integrated solutions that make RAPP distinctive in the market,” said Ross Gearing.
Sherry has 15 years of experience in the FMCG industry and brings extensive experience in data analytics and market research to her new role. Originally from Texas, Sherry was previously Senior Client Director/General Manager at shopper insights company dunnhumby China, best known for their expertise in customer loyalty card programs. She has also worked in category management at SABMiller, in client service at market research firm IRI, and at Cadbury Schweppes Americas Beverages, and has experience managing clients such as Frito-Lay, Dr. Pepper, and Uncle Ben’s.
“We’re very happy to welcome Sherry to the RAPP team. DDB Greater China Group has many clients who need extensive data-driven marketing solutions, and with the addition of Sherry’s appointment, RAPP is uniquely positioned to help them meet these needs,” added Dick van Motman, President and CEO of DDB Greater China Group.