GE China promotes Reno Yue as director of branding, advertising and digital marketing

Yue (pictured) began his career as senior branding and advertising Manager at GE China in 2012, with the China launch of 'GE Works' global branding campaign.

As a result of his integrated communications approach, his role was expanded to cover digital marketing for Greater China, and he will lead GE China’s brand marketing strategy and help to align advertising, digital and content to build and support growth.

GE China works with TBWA and Starcom as its agency partners.

Yue has nearly 20 years of working experience in China and the US, including in hospitality (with Hilton and Cendent), in IT, as director of marketing and business development for a large previously state-owned company (CIIC) and as a consultant for a NYSE-member firm. He has also worked with some of the top fashion/luxury brands in the world.

“This is a critical job as GE China continues to position itself as the partner of choice for China, one of the most important markets in the world,” said Geoff Li, GE China’s director of communications.  “Reno's diverse knowledge base will work to his advantage while teaming up with GE businesses in the Greater China and Mongolia region to meet our brand and marketing objectives.”

Yue told Campaign Asia-Pacific that he is a citizen of the world. He was born in China and his family moved to the US when he was young. His father is a doctor and medical researcher, and the family also lived in Canada and Japan. Yue has a master's degree in luxury marketing management from IED in Rome.

GE's ad tagline 想到做到 (what we think, we achieve) positions the company as a partner of choice in China, Yue said, as its extensive services touch on different industries including healthcare, renewable and clean energy and water treatment.

Asked how his previous work experience in the luxury industry is relevant to his work at GE, Yue said that all great brands have one thing in common: they tell great stories. They always have a great founder and a heritage.