Women to Watch Greater China 2024: Rachel Gao, Mindshare

Rachel Gao

UNITE B&W General manager, China
Mindshare
Shanghai

Before taking on her current role as Unite B&W general manager at Mindshare China, Rachel Gao navigated through various sectors, acquiring substantial media and marketing knowledge and developing unique business perspectives. From 3C to beauty, B2B, and entertainment, Gao has had a notable career, beginning in 2007.

At Unite B&W, Gao now oversees a portfolio of around a dozen brands and more than 15 product lines, amounting to annual billings in the multi-millions. Driving approximately a hundred campaigns annually and spearheading new initiatives for the entire Unilever portfolio, there’s never a dull moment in Gao’s day. Her innate ability to swiftly adapt to changes, coupled with her dual experience and expertise on both the client and agency sides, positions her favourably among clients.

Gao also specialises in managing beauty brands. Recently, she led the digital transformation efforts for a luxury beauty brand, crafting ecosystems and strategies to enhance the client’s engagement with specific target audience groups.

Her leadership style is a blend of natural and innovative approaches. Joining the company during the pandemic, Gao built her team from the ground-up, establishing an end-to-end planning model that seamlessly connects Unite specialities with client counterparts. She’s also expanded the New Product Development (NPD) project model, enhancing her team’s expertise in cutting-edge marketing practices, while simultaneously empowering Unilever to refine its investment strategy. Engaging in initiatives including the creation of social KOL scoring frameworks and other creative asset analyses, Gao has significantly contributed to Unite’s credibility. 

Beyond business impact, she actively participates in mentorship programs like "Futureminds" and GroupM’s ‘Walk the Talk’ program, where she mentors talents, drives sustainability initiatives, and champions gender equality within the industry.

Perhaps her greatest testament to making the 2024 list comes from industry leaders themselves attesting to Gao’s impact. Sandra Weng, head of Unilever B&W Skin, cites Gao as a crucial driver in fostering meaningful conversations and powering engaging campaigns. Jacque He, managing director of Unite, similarly emphasises her ability to navigate digital transformation and highlights her skills in data analysis and strategic planning among key reasons why she’s truly a woman to watch.