Our Mission: to connect Chinese demand with the rest of the world

Who is Sinorbis?

Sinorbis is a multi-award-winning software company on a mission to bring marketing and selling to Chinese consumers within reach for any business by removing common market entry barriers through technology. We provide Western businesses with the world’s first integrated marketing platform to create, measure and optimise their Chinese digital presence.

Meet The Team

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.

Nicolas Chu
CEO & Founder
Nicolas Chu
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CEO & Founder

As the CEO & Founder of Sinorbis, Nicolas is responsible for the strategy and development of the company.

A global digital thought-leader, Nicolas Chu has extensive experience in managing technology businesses, from start-ups to large corporates in Europe, the US and Asia Pacific.

He is an active mentor for a number of technology and digital initiatives in Asia Pacific and also serves as a Professor of Practice at the UNSW Business School in Sydney where he contributes to the intellectual life and public profile of the School of Marketing, the school of Information Systems and Technology Management and the Australian Graduate School of Management.

Prior to founding Sinorbis, he was the global President of HotelClub and Ebookers, two leading global 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 acquired for US1.6bn in 2015.

Nicolas also 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 and is the author of the book “How to Succeed in an online Project” (6th Edition.  

He holds an MBA from AGSM - UNSW Business School (Sydney), a Master’s degree in Computer Science Applied to Business Management from Denis Diderot University (Paris) and a Maitrise in History from the Sorbonne University (Paris).

https://au.linkedin.com/in/nicolaschu
https://twitter.com/nicolas_chu
Dandan Cheng
COO & Co-Founder
Dandan Cheng
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COO & Co-Founder

Dandan is responsible for our global customer operations and service delivery 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 Parashar
CTO & Co-Founder
Dhruv Parashar
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CTO & Co-Founder

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.

Andrea
Marketing
Kai
Technology
Will
Business Development
Ada Wang
Ada
Business Development
Christine Lee
Christine
Operations
Jack Fei
Jack
Service Delivery
Oscar
Customer Success
Micky Liu
Micky
Customer Success
Corrine
Corrine
Customer Success
Olivier Castel
Olivier
Business Analytics
Umesh
Engineering
Thusitha
Engineering
Sajee
Engineering
Yamuna
Engineering
Ranga
Engineering
Shermin
Engineering
Our story

Board of Directors

We can also rely on our experienced board of directors who are committed to helping Sinorbis become the best marketing technology company for China.

Nicolas Chu
Nicolas Chu
CEO Sinorbis - Chairman of the Board
Nicolas Chu
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CEO Sinorbis - Chairman of the Board

As the CEO & Founder of Sinorbis, Nicolas is responsible for the strategy and development of the company.

A global digital thought-leader, Nicolas Chu has extensive experience in managing technology businesses, from start-ups to large corporates in Europe, the US and Asia Pacific.

He is an active mentor for a number of technology and digital initiatives in Asia Pacific and also serves as a Professor of Practice at the UNSW Business School in Sydney where he contributes to the intellectual life and public profile of the School of Marketing, the school of Information Systems and Technology Management and the Australian Graduate School of Management.

Prior to founding Sinorbis, he was the global President of HotelClub and Ebookers, two leading global 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 acquired for US1.6bn in 2015.

Nicolas also 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 and is the author of the book “How to Succeed in an online Project” (6th Edition.  

He holds an MBA from AGSM - UNSW Business School (Sydney), a Master’s degree in Computer Science Applied to Business Management from Denis Diderot University (Paris) and a Maitrise in History from the Sorbonne University (Paris).

https://au.linkedin.com/in/nicolaschu
https://twitter.com/nicolas_chu
Allen Qu
Allen Qu
CEO Netconcepts - Non executive Director
Allen Qu
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CEO Netconcepts - Non executive Director

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.

Andrea Gardiner
Andrea Gardiner
CEO Jelix Ventures - Non executive Director
Andrea Gardiner
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CEO Jelix Ventures - Non executive Director

Andrea Gardiner is the founder and CEO of Jelix Ventures. Andrea is passionate about providing more investors, including women, with access to the exciting, high return asset class of startups, and is equally keen to encourage confidence through education about good investment and risk mitigation strategies. She wants angel investors to have great investing experiences so they will invest again and encourage their friends to invest in this economically important sector.

Andrea learned the importance of mitigating risk first as a world class climber, then as a capital markets lawyer and later an investment banker at Lehman Brothers.

She sits on the boards of Stone & Chalk, home to 100+ financial technology startups, tagSpace an innovative AR/VR platform powering social media, and Old Hundred, a US property management company. For the last 3 years she was a board member of Viostream, a video streaming software company.

Andrea is a graduate member of the Australian Institute of Company Directors (GAICD).

A natural entrepreneur, Andrea initiated and built a profitable cross border gearing loan business for HBOS, and earlier supported her World Telemark Ski Championship bid with a ski accessory business and her climbing career by taking to market an innovative new climbing tool.

Andrea has climbed all the big rock walls featured on the Apple screen saver.

https://www.linkedin.com/in/andreamgardiner/
Charles Parry-Okeden
Charles Parry Okeden
CEO Executive Channel Holdings - Non executive Director
Charles Parry Okeden
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CEO Executive Channel Holdings - Non executive Director

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.

https://www.linkedin.com/in/charles-parry-okeden-110b9b3/
Advisors
David Do
David Do
VI Group
Bruce Fink
Bruce Fink
Bickham Court Group
Daniel Weinberg
Daniel Weinberg
Kenetic Capital
Ian Gardiner
Ian Gardiner
Innovation Bay
Kevin O’Hara
Kevin O’Hara
Tulla Group
Chris Winterburn
Media i
Marc Ruff
Marc Ruff
TV Trip
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 discusses why many Western companies struggle to crack the Chinese online market with Chloé James 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