Tina Chen

Tina Chen

Senior Vice President and Chief Digital Officer, China Region



Tina Chen joined Shiseido in January 2021 as Chief Digital Officer in the China Region and is responsible to lead the vision of consumer-centric and data-driven digital transformation in the region. In this capacity, Tina leads the China Digital Transformation Office that embraces digital strategy and transformation management, consumer insights and market intelligence, digital media and marketing, analytics and data platforms, and corporate eCommerce and social commerce incubation. Tina and her team are spearheading to build world-class digital functions, to empower a successful and diverse brand portfolio in today’s market dynamics, while speaking to Shiseido Group’s global strength and uniqueness.

Tina is a seasoned digital transformation practitioner and strategist with 20+ years’ experience both in China and U.S., with a proven record in driving consumer insights, launching digital innovation, and delivering tangible results through end-to-end digital transformation.

Prior to Shiseido, Tina was Managing Director of Accenture Greater China, as New Retail & FMCG Industry lead and Greater China Digital Hub Lead. Tina rotated her careers as strategy consultant at BCG New York, business designer at IDEO Shanghai and later as entrepreneur driving digital strategy & platform play at Commonwealth Bank of Australia in China.

Tina holds a bachelor’s degree from Shanghai International Studies University, China, and a master’s degree from Duke University, USA.


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