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Rakuten Advertising builds up commercial team in China

Rakuten Advertising builds up commercial team in China

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Rakuten Advertising has appointed Neil Cao (pictured) as commercial director of China, a newly created role as part of the international leadership team to support the growth of the country for affiliate marketing.

According to the company, Cao’s appointment follows a period of significant growth that saw Rakuten support Microsoft, YOOX and other global retailers to increase sales and presence in China. He will be based in Shanghai and responsible for leading Rakuten’s business across China by developing and implementing performance marketing strategies for clients and accelerating growth in the country.

Cao has over a decade of experience in the digital ecosystem, ranging from eCommerce, consumer electronics to app and gaming. He has leveraged various media channels including search, display and programmatic to help clients drive engagement, sales, loyalty and beyond. The company also claimed that Cao has a proven track record in digital advertising and business development, including successfully selling programmatic advertising to new-to-DSP Chinese merchants. He has also managed the monetisation of mobile apps, leading to a successful NYSE listing with Cheeta Mobile. He helped launch Tencent WeChat globally while he was at Blue Focus, resulting in it becoming a top three social app.

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Stuart McLennan, senior vice president for the APAC region at Rakuten, said, "We are delighted to welcome Cao to the team at Rakuten. With his extensive knowledge of the digital landscape and a proven history of success working with both advertisers and publishers, he is perfectly equipped to help our Chinese clients and partners thrive in their next phase of growth. Under his leadership, I am confident that we can help local and international brands outthink and outperform in a dynamic and highly promising Chinese market.”

"I am thrilled to join Rakuten where I will have the opportunity to collaborate with the world’s leading brands in a thriving Chinese market. My goal is to offer invaluable in-market insights and empower both local and international merchants to connect with their target audience. I’m excited to work together with our clients, partners and team to leverage our performance-based advertising solutions, unlocking growth potential in this challenging yet exciting era," said Cao. 

MARKETING-INTERACTIVE has reached out to Rakuten for additional information.

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