Our Mission: to connect Chinese demand with the rest of the world
Who is Sinorbis?
We are an international group headquartered in Sydney that has revolutionised the way western organisations do digital marketing in China through an innovative cloud-based marketing software.
We also offer a broad range of services that allow SMEs and enterprises to realise their full potential in the Chinese market by:
Creating and promoting their multi-channel digital presence in China
Optimising their existing digital marketing efforts and website
Measuring their marketing performance and leveraging opportunities for improvement.
At Sinorbis, we have assembled some of the world's leading domain experts to support our best-in-class product and services. Our team has an unprecedented track record of success in China, Australia, Europe and the US.
As the CEO of Sinorbis, Nicolas is responsible for the strategy, development and global expansion of the company.
A global digital thought-leader, Nicolas has extensive experience in managing online businesses, from start-ups to large corporates in Europe, the US and Asia Pacific. He is an active investor (seed and early stage deals) and also serves as a board director of several online companies and organisations.
Recently, he was the global President of HotelClub and Ebookers, two leading online companies operating in more than 30 markets with an annual turnover of US$2.5 billion. HotelClub and Ebookers were part of Orbitz Worldwide, which was recently acquired by Expedia Inc. for US1.6bn.
Prior to joining Orbitz Worldwide, Nicolas spent eight years at Expedia, holding executive positions in Europe and Asia Pacific. For several years he led the APAC retail and product strategy for the group and then was the Managing Director of Expedia Australia and New Zealand. Under his leadership, the company became the leading online travel agency in the region.
Nicolas is a frequent keynote speaker at global conferences, is the author of the book “How to Succeed in an online Project” (6th Edition), and for seven years lectured at the Diderot University of Paris for Master’s degree programs.
He holds an MBA from AGSM – Australian School of Business (Sydney), a Master’s degree in Computer Science Applied to Business Management from Denis Diderot University (Paris) and a Bachelor’s degree (Honours) in History from the Sorbonne University (Paris).
Allen is the co-founder of Sinorbis. He is a leading authority on e-commerce and digital marketing in China and a successful entrepreneur.
Having founded Netconcepts China in 2008, Allen pioneered the Chinese search marketing industry based on cutting-edge technology and methodologies, applied specifically to Chinese search engines such as Baidu, 360, Sogou and Shenma. He is the chairman of the China SEO Ranking Award, the China SEO University and the Global Cross-Border E-Commerce Association.
He is a lecturer on Online Marketing for several master’s degrees at Beihang University and is a frequent speaker at Internet conferences around the world, including SMX, ad:tech, SES (ClickZ Live), TFM&A and Harvard University programs.
Allen is the co-founder of Sinorbis. He is a leading authority on e-commerce and digital marketing in China and a successful entrepreneur.
Having founded Netconcepts Allen holds a Bachelor’s degree in Marketing and IT from the University of Auckland, is a Google AdWords Qualified Individual, Yahoo! Search Marketing Ambassador, Certified eMarketer and Certified Direct Marketeer.
As the COO of Sinorbis, Dandan is responsible for our business operations and customer success and is a member of our senior leadership team. She is also fully responsible for developing and executing our Chinese market strategy.
Prior to joining Sinorbis, Dandan was the Vice President and Managing Director of Asia for HotelClub. Under her leadership, China quickly grew to represent 10% of HotelClub’s global business in its first year of market entry.
Before HotelClub, Dandan worked at eBay for 8 years, most recently as GM of China. She led the growth of the company’s cross-border exporting business from scratch, connecting Chinese supply to global online shoppers and transforming it into a business worth hundreds of millions of dollars, making China the 5th biggest revenue centre for eBay globally.
During her tenure, she also set up key account management and enterprise sales functions, led the teams to design and operate the integrated seller marketing programs and enabled innovative shipping solutions as the core growth pillars. Dandan also worked in global management consulting companies for many years, including A.T. Kearny and Accenture. She has extensive knowledge in FMCG, financial Institutions, and government industries.
She holds an MBA from INSEAD (France) and a Bachelor’s degree in Computer Science from Fudan University (Shanghai).
Dhruv is in charge of defining and building our state-of-the-art platform. His mission is to identify, analyse, plan and deliver new features across the company’s products.
As a highly skilled manager, he has extensive experience in recruiting and leading global design and development teams, providing technical direction and innovative solutions, and in evangelising emerging technologies.
Recently, Dhruv lead the vision and strategy for Amaysim’s eCommerce platforms to deliver their next generation website and smartphone apps. Prior to Amaysim, Dhruv acquired in-depth knowledge of web technologies, user interface design, databases, performance optimisation and management of high-traffic, multiplatform, e-commerce websites through his experience at Expedia,Fairfax Digital and Accenture.
Dhruv holds a Master’s degree in Computer Science from the University of Technology Sydney, and a Bachelor of Engineering from the University of Pune.
We can also rely on our experienced board of advisors composed of highly respected thought leaders that are committed to helping Sinorbis become the best marketing technology company for China
David Do is the Managing Director at VI Group, a Vietnam focused Private Equity firm with $400 Million under management with investments in education, food franchises, cinemas and media, travel and hospitality as well as ports and logistics.
David was previously a General Manager at Microsoft where he led Strategy, Mergers & Acquisitions, Investments, Joint Ventures and Post-Merger Integration. Prior to working at Microsoft, David was a member of the Founding Team at EachNet, the leading Chinese e-commerce firm which was acquired by eBay for $225 Million. David also worked at The Boston Consulting Group (BCG) and JP Morgan.
Bruce’s career spans over 30 years across various fields in the media and entertainment industries, including out of home advertising, cinema exhibition and television production. He is chair of the privately-held Bickham Court Group of Companies that has a diversified portfolio of investments.
Bruce is also the Executive Chairman of Executive Channel Holdings which he co-founded after successfully completing the sale of the group’s Australian operations in 2016. Executive Channel is a digital communication business with screens in office towers operating in the UK, France, Germany, Belgium and Holland. Bruce’s philanthropic interests span both health and education in Australia and abroad.
He serves on the Board of the Children’s Medical Research Institute as well as several of its sub-committees including Finance & Investment, Building Foundation, and Audit & Risk. Bruce is a Chairman’s Council Member of the Australian Chamber Orchestra and he is also a Director of the Moriah Foundation.
Ian is a technology entrepreneur working to grow the technology startup ecosystem in Australia and New Zealand as part of Amazon Web Services. He also founded and helps to run Innovation Bay, a networking and angel investment group for technology startups.
Previously Ian was the CEO and founder of Viocorp, a software company supplying a video publishing platform for corporates and government. In 2009 Ian won the NSW Pearcey award for Technology Entrepreneur of the Year.
Ian has an Engineering degree from the University of Oxford where he also won two rowing blues in the Oxford-Cambridge Boat Race. When he has time he is also a competitive cyclist, an avid computer gamer, husband and father of two boys (not in that order).
Charles commenced his career in radio before moving to the world of out of home advertising, a sector which became a life-long passion. Charles spent 13 years at APN News & Media; firstly, with Buspak Advertising Group where he ultimately held its most senior sales position across Australia and New Zealand before moving on to the role of Sales Director NSW for the then newly formed APN Outdoor.
In 2005, Charles’ entrepreneurial spirit saw him co-found Executive Channel which sold its Australian operations to oOh! Media in 2016, whilst retaining operations across Australia, the UK, France and Germany.
In 2008, Charles established a highly successful B2B business model with the launch of Media i. Today Media i is Australia’s most consumed trade channel amongst media agency personal and forms part of Executive Channels holdings where he remains Global CEO.
Melanie is the Managing Partner at Michael Johnson Associates (MJA), a highly regarded national specialist practice engaged in assisting companies to access government incentives for research and development.
Over the last 20 years, Melanie has advised tech start-ups and SME’s on commercialisation and research strategies and has assisted numerous Australian and international companies in structuring their businesses to satisfy the legislative requirements to qualify for federal government R&D incentives.
Marc Ruff is the Co-Founder and CEO of Tvtrip.com, a leading travel video production and distribution company acquired by US-based TravelClick, Inc. in 2015.
Marc has more than 20 years of experience in the travel and Internet industry. Prior to TVTrip, he served as Vice President Europe at Expedia and had the charge to develop the brand and the business of the leading online agency in different countries including France, Italy, Holland and Spain.
He started his career at Arthur Andersen in Paris, then joined Air France in 1995 as Marketing Manager for Germany and became Managing Director for Lufthansa in Spain in 1998. In 2000, he successfully launched the auction site I-Deal that was bought the same year by QXL (now Naspers).
As Senior Partner for Optiver APAC, Daniel Weinberg is the primary liaison between the firm and all financial industry contacts, representing the firm to exchanges, investment banks, vendors, and industry groups.
He is also a member of the Derivatives Advisory Committee for the Hong Kong Exchange (HKEX) and Singapore Exchange (SGX) and sits on the Market Supervision Advisory Panel at ASIC (The Australian Regulator).
He currently sits on the local Optiver APAC Board and was recently nominated as a one of four founding members of the Optiver Global Foundation Trust (the entity which sits above the Supervisory Board and Holding Level).
Chris has been in the media industry forover 20 years working predominantly on the media agency side in various capacities for multinational agencies rising to Managing Director of the WPP owned agency Mediacom.
During his time with WPP Chris was an active participant in the George Pattison Bates buyback from Cordiant Communications in the UK, as well as the acquisition and subsequent transition of the Mediacom business from Zenith Media. He was instrumental in the successful introduction of Mediacom’s digital & strategic offering and the growth of the agency’s diversified services.
Chris is currently managing director of Media i, Australia’s most consumed trade media platform for media agency professionals, comprising over 250 premium large format digital screens across 90+ locations. He is also an executive Board Member of Executive Channel Australia - a digital communication business with screens in office towers operating in the UK, France, Germany, Belgium and Holland.
- 2007The Pair Meet
Nicolas and Allen met for the first time. Allen was an SEO consultant and had as a client Nicolas, who at that time was Expedia Australia’s e-commerce director. Very quickly the two became friends, sharing the same attention to detail and passion for resolving problems in the digital space.
- 2008-2010Working with China
Allen, while attending a marketing conference in China, realised the huge potential of this market and decided to quit his job and to return to Beijing after 10 years living abroad. He founded Net concepts China in 2008 that grew exponentially to become one of the leading Search Marketing Agencies in China.
During this period, Nicolas took over Retail and Product Strategy for Expedia Asia Pacific and started interacting a lot with the Chinese market.
The two realised first-hand that there was a growing demand in China for overseas products and services.
- 2012 - 2013Identifying the need
Nicolas joined Orbitz Worldwide as their global president for international brands (HotelClub.com first, and then Ebookers.com), managing 30 different markets with a turnover of US$2.5bn.
In 2013, he decided to launch Orbitz’s operations in China and signed the first direct deal between a global online travel agency and Alipay. He hired Dandan Cheng from Ebay China as their new VP and Managing Director for the region.
The same year, Allen became Chairman of the Global Cross-border Ecommerce association in China. In September, while having drinks in Hong Kong, Allen and Nicolas discussed for the first time the idea of building together a new type of marketing company for the Chinese market.
- 2014The birth of Sinorbis
While about to accept a CEO role for a public listed group in the US, Nicolas flew to Beijing to discuss with Allen in detail how they could build together an innovative and "game-changing" approach to digital marketing in China for western businesses. After numerous coffees and a long night, Nicolas decided not to accept the corporate role and the idea behind Sinorbis was born (Sina=China, Orbis=World), with the mission to connect Chinese demand with the rest of the world.
- 2015The transition to the new venture
After leaving Orbitz Worldwide following its acquisition by Expedia for US$1.6Bn in October, Nicolas flew to China to present the business to Dandan. After much discussion and a couple of glasses of wine, she decided to join the founding team as Sinorbis’s COO.
- 2016Hello, World
The company started its operations in February, secured $1.6m from early investors and opened offices in Sydney, Shanghai, Beijing and Colombo.
Dhruv Parashar joined the founding leadership team as VP of Technology, leading the efforts to build Sinorbis’s state of the art cloud-based marketing platform.
Later in the year, Sinorbis successfully launched first its agency business, Sinorbis Services, signing with a multitude of clients in Australia and beyond, and then its education arm, Sinorbis University, publishing award-winning whitepapers and organising events and briefings on Chinese digital consumers.
- 2017The platform is live!
The company secured a second round of $2.3m and the first version of its innovative cloud-based marketing platform was released as a pilot version in March.
They have been talking about us
MediaWeek TV reported how Sinorbis offers a cloud based solution that enables Western companies to perform Digital Marketing in China.
Sinorbis's CEO, Nicolas Chu discussed the latest insights on Chinese Students with Ticky Fullerton on Sky News Business.
Looking for your next move?
We are growing fast and looking for driven people who want to join an amazing team! Checkout our linkedin page