Women to Watch Greater China 2024: Wenni Lin, The Trade Desk

Wenni Lin

Senior trading specialist, Taiwan
The Trade Desk
Taipei

Wenni Lin’s journey, rooted in digital marketing since her tenure at Yahoo Taipei, showcases an unwavering commitment to propelling brands toward success through digital strategies. Serving as the senior trading specialist at The Trade Desk in Taiwan, Lin goes beyond leadership. Rather, she’s known for directing with a harmonious blend of creativity and strategy permeating the company. 

Her influence on The Trade Desk in Taiwan is evident not just in numerical metrics but also in the narratives of collaboration, with a client retention rate exceeding the high 90%. 

A recent triumph is her work on the Regaine hair product campaign—achieving a six times higher click-through rate (CTR) than anticipated, shattering market benchmarks, and cultivating a foundation for more cost-effective and impactful future campaigns. An ardent advocate for the open internet, Lin is building bridges with frustrated marketers and guiding giants like Johnson & Johnson and Unilever toward uncharted territories of success.

Breaking stereotypes, Lin stepped into The Trade Desk in Taiwan as its first female employee, setting the stage for a four times increase in total employee numbers. Her leadership during the challenges of the Covid era went beyond her official role. As a leader, she nurtured a culture where each team member contributed to the collective success story and continues to do so today.

Lin's influence extends beyond the office walls. With a profound belief in growing technological competencies, she has taken it upon herself to streamline Taiwan's advertising industry’s modus operandi. Amid challenges such as the phase-out of third-party cookies, Lin has emerged as a champion of privacy-conscious approaches like Unified ID 2.0 (UID2). In a region where digital innovation is the heartbeat, Lin’s adoption of retail media as a source of innovative data has positioned Taiwan as a beacon in APAC for UID2 activation. 

Beyond conventional workshops and speaking engagements, Lin’s contributions are not just knowledge dissemination; they are conversations that shape the industry's narrative, showcasing her as a Woman to Watch.