Women to Watch 2024: Rhoda Adams, Golin

Rhoda Adams 

Senior vice president, public affairs and corporate communications
Golin
China

Rhoda Adams is no stranger to change. Rather, she takes the bull by its horns. After honing her skills in luxury hospitality and communications at the likes of The Ritz-Carlton Dubai and Grebstad Hicks Communications, Adams quickly made a name for herself at Golin with her keen understanding of customer behaviour and ability to craft compelling narratives that connect with diverse audiences. 

When Covid hit, Adams took action to launch Golin’s first dedicated public affairs division in mainland China, a move that demonstrated her ability to adapt to and address critical needs in uncertain times. This strategic pivot lent Golin a critical first-mover advantage, transforming its PR practice into an agile corporate communications and crisis management powerhouse. 

Adams’ portfolio represents 25% of Golin’s revenue in China which, in turn, has contributed to China reporting revenue growth of 22% YOY in 2023. Plus, the team doubled from five people in 2020 to 10 in 2024. Under Adams, Golin’s client base has expanded to include industry giants such as Beyond Meat and Hyatt Hotel Group, solidifying its reputation as a top-tier agency in the region.

Beyond business growth, Adams is a passionate DEI leader. Since the formation of Golin’s regional DEI Committees in 2020, she has consistently spearheaded initiatives across the company’s offices in Shanghai and Beijing. From authoring LGBTQ-safe workplace guides to launching a DEI library, Adams has proactively used her voice to create safe spaces and educate communities. 

Her work on the award-winning ‘A Day of Trans’ campaign in 2022, in partnership with filmmaker and LGBTQ rights advocate Yennefer Fang, sheds light on China’s transgender community and even influenced policy changes to expand access to gender affirmation surgery. Adam’s commitment to going above and beyond continues to inspire both her team and the industry at large, setting a high bar for what it means to be a true corporate leader and a champion of change.