Hsu will report to Ross Gearing, vice-president of Rapp Greater China, and work closely with Rapp regional analytics director KP Onn to lead the Shanghai team to deliver valuable data-driven insights to clients such as McDonald's, Philips and Unilever.
She will be tasked to build Rapp's analytics and insights product line, which includes tools such as retail activation (analysing transactions and developing programmes to drive sales), customer profiling (profiling and segmenting customer and prospective bases), and Cultura, an ethnographic research tool which untilises primary and secondary research, anthropological insight and adaptive analytics to understand consumer needs or sentiments towards products and brands.
Hsu has 15 years of experience in the FMCG industry including roles where she focused on analytics and market research. Her most recent role was senior client director/ general manager at shopper insights firm Dunnhumby China. Previous roles saw her 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.
“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 Gearing.
Rapp is currently building on its data-driven marketing abilities to deliver in-depth analytics and insights that produce more creative solutions and measurable outcomes. Hsu's appointment comes on the heels of the agency relocating its Asia-Pacific headquarters to Shanghai in February.
