Niu YiXuan
Head of Cross border Marketing
YiXuan brings a compelling and seasoned perspective to cross-border marketing, combining deep expertise in international trade, digital channels, and cultural fluency to help brands transcend markets. With years of hands-on experience navigating the challenges of global expansion—from regulatory environments to localization and digital ecosystems—she crafts strategies that balance international ambition with local authenticity. Her strengths lie in orchestrating multi-channel campaigns, establishing cross-border supply chains, and bridging the gap between brand storytelling and consumer expectations across diverse markets.
More than a strategist, YiXuan is an execution-focused leader who understands how to align marketing, logistics, compliance, and partnerships to achieve tangible results. Whether supporting Western brands entering China or helping Chinese businesses expand abroad, she leverages deep insight into e-commerce platforms, payment systems, consumer psychology, and cross-cultural communication. Her ability to translate complex market data and cultural nuance into actionable campaigns gives her clients a distinctive advantage in reaching—and resonating with—international audiences.
Li Wan
Head of London Office
Wan stands out as a dynamic technology expert and entrepreneur who thrives at the intersection of innovation, strategy, and cross-border enterprise. With a proven track record in building and scaling digital platforms, she has led projects that fuse cutting-edge technologies with practical business models—bridging markets, industries, and cultures. Her expertise spans software architecture, digital transformation, and data-driven growth, enabling her to design systems that not only perform but also scale sustainably across international markets.
As an entrepreneur, Wan combines technical depth with business acumen. She understands how to translate emerging technologies—such as AI, cloud infrastructure, and API ecosystems—into real-world solutions that drive measurable value. Having worked across both Asian and Western business environments, she brings a rare blend of technical leadership and cross-cultural insight, allowing her to connect innovation with strategy. Her ability to lead multidisciplinary teams, foster collaboration, and execute ambitious digital projects positions her as a driving force behind technology-enabled business growth in an increasingly globalized world.
Dr David Sherratt
Principal Consultant and Business Strategist
David is an accomplished business consultant and technology strategist with over 30 years of experience spanning Europe, Japan, and China. His career bridges the worlds of finance, technology, and management consulting—having held senior roles with Big Four firms, major European banks, and the London Stock Exchange. Drawing on this extensive background, he brings a unique perspective on how to align innovation, digital transformation, and operational excellence across global markets. His work has consistently focused on helping organizations adapt to technological change while maintaining strategic clarity and governance integrity.
A seasoned advisor and entrepreneur, Dsbif combines analytical rigour with practical insight, guiding companies through complex cross-border projects and digital modernization initiatives. His expertise covers enterprise systems, financial technology, and international business operations, supported by a deep understanding of both Western and Asian business cultures. Whether mentoring leadership teams, designing scalable technology frameworks, or structuring global partnerships, he applies a rare blend of technical fluency and strategic foresight—enabling organizations to compete and collaborate effectively in an increasingly interconnected world.
