KEY STRATEGIC PARTNERS

Catherina Chang has over 20 years of multinational experience working with 101 nationalities of professionals spanning four continents, B2C & B2B industries, and diverse backgrounds.  

She worked for 17 years at two of the largest multinational companies in the world. She held senior leadership roles, including General Manager of Operations and Group General Manager of Business Transformation /Strategy/Strategic Initiatives.      

She has nine years of entrepreneurial experience in strategic consulting, executive coaching, business advisory, integrated business transformation platform, & digital marketing/e-Commerce. Her areas of expertise include business transformation, growth strategy development, change management, strategic planning & alignment, digital marketing, executive coaching, leadership development, diversity management, and talent analytics.  ​   

Catherina is a sought after advisor, speaker, facilitator, coach, mentor, and panelist. Catherina holds an MBA degree from Wits Business School, Johannesburg, South Africa. She attended and received certificates in Digital Marketing/Social Media/E-Commerce, and Selling Ideas by The Wharton School on Line Professional Certificate Program. Catherina is a certified Change Management Instructor by PROSCI Inc., the USA.  

She is also a certified executive coach by Marshall Goldsmith Stakeholder Centred Coaching, a certified coach by Erickson Coaching International, and a certified coach/mentor/speaker by John Maxwell certification program.

Paul Lin is a Senior Strategy Consultant focused on Innovation, Digital Marketing and Branding.  He started his career at a digital startup during the first wave of the Internet (Dot Com). He fell in love with technology & the startup culture and carried that passion to world class 4A Marketing Agencies like DDB, BBDO, Wunderman and Saatchi where he held roles as Chief Digital & Strategy Officer.  

Paul has worked across multiple categories in North America, Asia and Europe for some of the best brands in the world like Unilever, P&G and PepsiCo. He is passionate about the creative and strategic process and specializes in crafting wholistic solutions that solve client’s business problems.  When Paul is not working with clients, he’s collaborating with the Digital Marketing and Startup community to help drive thought leadership.  

Paul is currently an Adjunct Instructor at NYU Shanghai in the School of Professional Studies (SPS). He hosts a cross-continental series called “Transforming Marketing & PR – Lessons from China” to facilitate discourse across the business community in China and the US. In addition, Paul is an ‘Advisor’ on the Marketing & Media Committee at AmCham Shanghai after serving as the ‘Chair’ for over 8.5 years.  

He is the ‘Digital Transformation Head’ at ATTA and sits on the Board of 2 tech startups. He’s been a mentor for startups for over 4 years through SOSV’s Chinaccelerator and MOX program, helping Asian entrepreneurs grow their startups globally.  

Paul’s a leader, a collaborator, an advocate for great ideas. He can facilitate ideation workshops to deliver the most meaningful outcomes across different business categories. He’s lived in the US and Canada, and now calls Shanghai home with his wife and 2 rescued cats

Chris Zhuang has extensive experience in a wide range of industries and enterprises over a 20-year career. He previously held senior position in Vistage China. In addition, he has worked for State Grid and other joint ventures. In 2009, He set up his own business, importing and exporting.  

Chris Zhuang translated and published Amazon's bestselling book "Peernovation” in 2021, he believes that great team performance comes from each individual, and that great individual performance comes from those around him or her.  

Chris Zhuang graduated from Shanghai International Studies University with a bachelor's degree in English Literature. He also holds a degree in International Accounting from Lixin College of Accounting and Finance in Shanghai.  

Projects delivered: • Supported the general contractor in a consulting project to be the first project of a foreign self-built pavillion that was fully settled in payment in Shanghai 2010 World Expo • Early-stage marketing and market research project for an American Fortune 500 company • Design and launch project of a domestic mobile internet leading enterprise university • Procurement and leadership development for an Australian mining company • Leadership development project of a Fortune 500 sales team  In 2018, he attended the Vistage Global COACH Certification training. And in 2021, he was certified of ERICKSON INTERNATIONAL COACH. He also attended the ICF Professional Certified COACH (PCC) training and is on approach of certification. 

Sarah Guo is an Executive Coach, Leadership Trainer and Executive Mentor. 

She has more than 20 years’ working and management experiences with various multi-national, state owned and private companies. She served as a HR Executive for an European Retailer, Sales Manager for a leading Foreign Airline, and as a Director and co-MD for consulting and training companies. 

Sarah has worked with hundreds of corporate clients from diverse industries during her coaching and training career. Those business knowledge and insights help her understand business needs quickly. Her management experiences and people orientation also enable her to understand people issues in a deeper way, so she can tailor the solution based on clients’ situation and needs.

She knows well how to leverage business leader ’s passion and goals to realize transformational and sustainable changes. Her coaching clients include business leaders and decision makers, senior managers, business entrepreneurs and people who seek help for a balanced and happier personal life. 

In addition to coaching, Sarah also conducts workshops and training sessions on Communication Skills, EQ, Leadership, Personal Development and Motivation.

Sarah is naturally curious and generous toward people. With strong passion to bring the best out of people, she strongly believes that everyone is resourceful, what they need is different perspectives and motivation so they can develop continuously and reach their full potential. 

Sarah graduates with an MBA from UK, a Certified Coach and Mentor Coach from ICF, and a Certified DISC and Team Facilitator

Sam Gao has engaged in the FMCG industry research since 2001, working for Euromonitor, Canadean, Mintel, Rabobank and TopGuide Advisory Shanghai, of which he is one of the founders. 

Sam is an active blogger on LinkedIn and Xueqiu (a social media platform for analysts and investors), an occasional contributor to international food journals such as Ringier's FoodPacific Journal. 

His core focuses is in industry research and writing are frozen dough and bakery, alternative protein, and their whole industry cycles. 

Sam now advises various global and local companies in their strategic plan for the China market 

Sam was a bilingual writer of the Xinhua News Agency during 1993-2000..