Nicolas Chu
CEO & Founder
Our Mission: to connect the Asian demand with the rest of the world
Who Is Sinorbis?
Sinorbis is a multi-award-winning software company on a mission to bring marketing to Asian consumers within reach for any business and organisation by removing common market entry barriers through technology. We provide Western businesses and institutions with the world’s first integrated marketing platform to create, measure and optimise their digital presence in Asia and China.
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 Asia, Australia, Europe and the US.
Dandan Cheng
COO & Co-Founder
Dhruv Parashar
CTO & Co-Founder
Amber
Customer Success
Christine
Marketing
Diana
Business Development
Desmond
Business Development
Elsa
General Counsel
Effie
Senior Account Executive
Emmy
Sales Development
Iroshan
Technology
Jasper
Sales Development
Jetty
Operation
Jessica
Customer Success
Joey
Technology
Melody
Sales Development
Mia
Service Delivery
Micky
Customer Success
Myra
Service Delivery
Olivier
Sales and Marketing Systems
Qian
Service Delivery
Vijay
Marketing
Our Story
2016 - 2018
Hello world
Sinorbis starts its journey in 2016, and we launch the platform in July 2017.
We secure two rounds of fundraising, totalling AU$4 million.
The commercialisation of our China app in 2018 fuels initial growth in Australia.
The innovative technology wins multiple awards (Mumbrella, B&T, Australia Business Awards....)
2019 - 2021
Market Validation
Our bid to connect Western organisations with Asian demand receives another vote of confidence: Series A1 and A2 funding of AU$5.3 million.
We focus on the higher education sector, successfully navigating COVID-19 to launch a SUITE of products for China digital marketing.
In 2021, the Financial Times ranks us one of the fastest-growing Asia-Pacific companies.
2022...
Path to Scale
We open offices in the US and UK to support our international expansion.
In 2022, Sinorbis makes the Financial Times' fastest-growing Asia-Pacific companies' list (again!).
We're on our way to becoming a fully integrated marketing PLATFORM for Asia
Want to help write the next chapter?
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 Asia.
They have been talking about us...
Sinorbis' CEO, Nicolas Chu discusses why many Western companies struggle to crack the Chinese online market with Chloé James on Sky News Business.
Sinorbis' CEO and Co-Founder, Nicolas Chu, talks about how Western businesses can market themselves in China with Rose Jacob at Kalkine TV.
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
Nicolas Chu/ CEO & Founder
Nicolas Chu
CEO & FounderAs 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).
Dandan Cheng / COO & Co-Founder
Dandan Cheng
COO & Co-FounderDandan 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
CTO & Co-FounderDhruv 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.
Nicolas Chu
Nicolas Chu
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).
Allen Qu
Allen Qu
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.
Andrea Gardiner
Andrea Gardiner
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.
Charles Parry Okeden
Charles Parry Okeden
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.
Elsa Van Wijk
Elsa Van Wijk
Elsa van Wijk is an experienced commercial lawyer, having worked at Allens and Baker McKenzie prior to moving in-house. She is admitted to practice in NSW, QLD and the UK and has worked at a senior level at a number of multinational organisations, advising on corporate and commercial law, intellectual property and data and technology issues in APAC and Europe.
Elsa also has post graduate qualifications in corporate governance and has held a number of governance roles.
MediaWeek TV reported how Sinorbis offers a cloud based solution that enables Western companies to perform Digital Marketing in China.