Ms. Winnie Shao currently serves as the Chief Marketing Officer at MUJI (China). Mainly responsible for the development and promotion of MUJI’s brand building and localization strategies in China. Leading the activities on the digital transformation of the brand, which includes a comprehensive digital upgrade on business models (On-demand retail), consumer services, user experience (CRM system upgrades and digital marketing tactics), and the company’s internal management systems. Additionally, overseeing the development and implementation of MUJI China’s omnichannel strategy.

Prior to joining MUJI, Ms. Winnie Shao held many key positions: such as Chief Marketing Officer at Bianlifeng and Marketing Managers in McDonald’s (China), Nestlé (China), and Ting Hsin International Group; more than 20years in marketing and strategic planning.

Ms. Winnie Shao has rich experience in brand marketing and digital transformation across various industries, such as fast-moving consumer goods, catering, and chain retail in Mainland China, Hong Kong, and Taiwan. Her outstanding expertise covers brand management, product innovation, CRM, and the expansion of new business and new channels.