Jennie So returns to Sina - overseeing HK, Taiwan, US offices - with remit to grow Weibo

So (pictured) will oversee Sina's website portal as well as its mainstay Weibo microblogging product in those three markets. She is to provide strategic planning and lead the business operations, taking over the reins from Meg Lee who was general manager for Sina's Hong Kong office but who quit the job last month after one year and nine months.

So, coincidentally, was appointed to the same post for six years from June 2000 to May 2006, responsible for cross-border online advertising sales.

During her last stint, So held the role of vice president of sales & marketing at Orange Hotel, a budget boutique hotel chain in China. Before that she worked as the managing director at Fonho Group, an independent private equity investment & financial advisory firm for almost six years.

So says she aims to strengthen Sina's online business and to spearhead more Weibo collaborations with potential clients. The online media firm announced its fourth-quarter earnings last week, with most of the growth in its overall revenue from display advertising – which grew 27 per cent year-on-year.

Sina Weibo will be soon facing the impact from China’s new real ID registration policy for social networks taking effect from 16 March. Client-side digital brand managers Campaign Asia-Pacific spoke to generally feel that the new rule could lead to a decline in Weibo user numbers - reducing the value of digital marketing and indirectly weighing down on Sina’s advertising income.

Announcements were made earlier reiterating the need to monetise the Weibo platform by launching new display advertising offerings with precise user targeting and charging enterprise accounts.