Phoebe Shen is the General Manager of Thunder Singapore, a Ruder Finn Company, where she leads the Chinese Brands Going Abroad (CBGA) practice. She joined Ruder Finn in 2022 and is based in Singapore, overseeing regional brand strategy, integrated communications, and cross-market execution for Chinese and global brands expanding across Southeast Asia, the US, MEA, the South Pacific, and Europe. Her work focuses on helping brands navigate market entry, localization, and sustained growth across diverse markets.​

With over a decade of experience in integrated marketing communications, Phoebe has worked across consumer technology, automotive, beauty, fashion, food and beverage, wine and spirits, sports, and lifestyle sectors. She brings deep expertise in brand positioning, public relations strategy, media relations, social media, and integrated marketing programs, supporting brands through major commercial moments and regional expansion initiatives.​

Phoebe has advised leading brands including vivo, Geely, Starbucks, lululemon, H&M, Tencent, Nestlé Water, Perrier, and Baileys on market entry and brand growth strategies. Outside of work, she is an Airbnb Superhost and enjoys culinary exploration and candle making, bringing the same creativity, care, and attention to detail to both her professional and personal pursuits.

Gao Ming brings more than 25 years of experience advising brands on marketing, communications, and reputation building across Greater China. Based in Shanghai, he currently leads Ruder Finn’s Luxury Practice Greater China and RF Thunder China, overseeing integrated communications programs for global and local clients. His work centers on brand positioning, corporate reputation, crisis preparedness, earned media, and digital communications, with an emphasis on culturally nuanced storytelling in complex and high-sensitivity market environments.​

Over the past two decades, Gao has specialized in the luxury sector, playing a central role in building Ruder Finn’s luxury practice into one of the largest and most established teams in China. He has partnered closely with global groups and Maisons, and his experience spans fashion and accessories, jewelry and watches, wines and spirits, design, and premium lifestyle. ​

Gao is recognized as an early adopter and advocate of digital and social communications in China, as well as a trusted expert in reputation management and crisis communications. He is valued for combining technical fluency with strategic judgment in complex and high-stakes situations.​

With her extensive experience in China’s communications industry, Elan has helped both Ruder Finn China and RF Thunder achieve tremendous growth with yearly, double-digit revenue increases. She has also extended our network to Northern and Central China through strategic partnerships. Additionally, she has developed new offerings in crisis communications and has brought Ruder Finn, Inc.’s award-winning digital division, RFI Studios, to China. Elan specializes in reputation management and brand building. She has guided many companies and brands entering the China market with successful communications campaigns. Her responsibilities also encompass developing training initiatives for clients and staff. Elan’s outstanding track record has garnered her one of Ad Age’s first China’s Women to Watch honors. In 2016, she was named PR Agency Head of the Year by PRWeek Awards Asia.

“RF Thunder is growing at an incredible pace thanks to a strong, energized team. This powerhouse has more than doubled its revenue in the last three years. We plan to extend our strategic communications expertise further across Greater China to provide even more outstanding service to our clients.”

Cathy joined Ruder Finn Guangzhou in 2009. Within three years, she built up its lifestyle practice from a staff of four to a thriving division of 12, delivering successful, award-winning, integrated communications campaigns for clients including Cotton (CI & CCI) and Moet Hennessy Diageo Group. Since transferring to RF Thunder Shanghai, Cathy has rapidly grown RF Thunder’s lifestyle practice to twice its size within a year. Specializing in luxury, beauty, fashion, travel & tourism and fast-moving consumer goods (FMCG), Cathy provides expertise in integrated strategic communications, social management, celebrity/influencer relationships, event management and reputation management. With 14 years in communications, she brings a broad spectrum of experience in diverse sectors and a specialty in driving creative, innovative, integrated communications campaigns.

“With our strong network support and innovative team, we now deliver innovative consulting capabilities beyond what is expected. The company transformation has been fantastic and exciting. Our team consistently pushes the boundaries looking for exciting multi-touchpoint strategies to bring true value to our clients.”