Align brands & people, across cultures.

If you’re launching your brand into a new market, whether it’s China or Europe, I’m here to help. Over the past ten years, I’ve guided global brands in localizing their strategy and storytelling across both regions. And one thing has become very clear to me: no matter where a brand comes from, it must adapt to the local culture. To do that, you need a brand strategy that aligns your brand and people across cultures.

Book Mia for 1:1 Consultation
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Black and white photograph of a woman standing in a narrow, dark passage with stairs behind her. She is wearing a blazer over a top and jeans, with her left hand in her pocket and the other hanging by her side. She is looking at the camera with a slight smile.
The word 'Impact' large at the top, with 'Brand' in the middle, and 'Strategy' at the bottom, all in black text on a white background.

Align your brand.
Grow your impact.
Across China and Europe.

When your brand steps into a new market, it’s meeting new people - different cultures, different mindsets, different expectations. If your teams and audiences don’t share the same understanding of your brand, even the best marketing won’t work.

Impact Brand Strategy helps you uncover your brand’s essence - its purpose, story, voice, and express it with clarity and consistency across markets. It creates the foundation that unites your team, guides your partners, and aligns all your branding and marketing efforts.

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Apply for Impact Brand Strategy

Hi, I’m Mia ● a brand strategist specialized in cross-cultural branding between China and Europe.

Over the past ten years, I’ve helped global names like L’Oréal, Danone, and LVMH grow their presence in China, and guided 30+ companies building brands that connect with global audiences.

I understand what happens when brand meaning gets lost in cross-cultural interpretation. That’s why I’m here, to help you find clarity, coherence, and confidence in growing your brand in new markets.

A woman with long dark hair sitting on a yellow velvet booth in a restaurant or cafe, wearing a yellow and black houndstooth jacket, dark top, and jeans, with a blurred background of purple and red lighting.

  • "Mia is one of the most professional and dedicated brand strategists I’ve met. Through her brand marketing coaching and brand identity design project, our team gained a shared understanding of brand building and avoided costly mistakes. Her guidance helped us build a confident brand direction and a stronger, more unified team vision. What I value most is her honesty, sharp insight, and commitment to helping brands go global."

    Barry Liu - Founder & CEO, LEOLACE

  • "I have worked with Mia several times, and every collaboration has been incredibly valuable. She understands both my team’s challenges and our clients’ needs, and she’s able to quickly identify the real pain points behind the brief. Together, we have solved complex problems and built strong, culturally grounded campaigns with full alignment between the client and the agency."

    Nicolas Thomassin - New Business Consultant, FOLLOW

  • "Working with Mia opened our eyes to how global brands truly work. She helped us understand international audiences, buyer behavior, and the importance of brand strategy. These are lessons that changed how we approach branding and marketing entirely."

    AESTHETERN Team - Sub-brand of CANBO Group

  • "Mia is a reliable and strategic professional who bridges cultures with ease. She combines strong marketing knowledge with clarity and empathy, making her the perfect bridge between China and the West. I would recommend her for both her strategic expertise and her exceptional professional attitude."

    Fanny Landrieu - Former Head of Client Service, ARTEFACT

  • "I was shifting from the China market to the global stage, lost and unsure where to start. After one consultation with Mia, I found direction. We rebuilt our website, aligned our brand visuals, and launched a consistent social presence. Our clients noticed the difference immediately. Mia reminded us that our real competitors aren’t in China, they’re the global brands we aspire to stand beside."

    Scarlett Zhang - Chief Marketing Officer, SETEC POWER

Brands I’ve worked with

Aptamil / Bodiiv / Breitling / Cartier / Elle & Vire / Estée Lauder / Fred / Givenchy / Hugo Boss / Istituto Marangoni / Jinsant / JSC / Kangbao / Lacoste / Lancôme / Lane Crawford / Leolace / Nutrilon / Président / Saint Laurent / Setec Power / Sinodis / Takami / TSL Jewelry / Valentino / Van Cleef & Arpels / Victorinox / Xige Estate

  • Landscape with wind turbines on a hillside near the ocean under a clear blue sky.

    SETEC POWER - Brand Strategist & Consultant

    SETEC POWER, a leading EV charger company, faced the challenge of building a strong brand identity and lacked a solid foundation to guide its brand marketing in global market. I was brought in as brand strategist and marketing consultant for a 3-month mandate to craft a clear brand strategy and equip the company with a roadmap for international growth.

  • Three smartphones displaying a Breitling advertisement for an event called "Father's Day Challenge." The screens show black-and-white photos of male athletes and outdoor activities, with yellow accents and Chinese text.

    BREITLING - Brand Marketing Consultant

    For Breitling’s participation in the 2021 Tmall Luxury Pavilion, the brand launched a brand campaign via a Tmall mini-program. I was engaged as strategy lead, responsible for crafting the communication strategy and guiding the mini-program design to ensure alignment with Breitling’s new brand platform, in collaboration with creative lead Shanshan Hu.

  • An open cardboard box with branding and printed materials inside, placed on a beige surface with shadows cast from light.

    LEOLACE - Brand Strategist & Consultant

    LEOLACE, a maternity-wear brand, lacked a clear brand strategy, a distinctive visual identity, and brand marketing expertise for global markets. Over 4 months, I coached the team through training, led the creation of a cohesive brand strategy and visual identity in partnership with NO-NAME (a creative design studio) to strengthen their market presence.

  • Logo of Van Cleef & Arpels featuring a diamond shape with a candle in the center and the initials VCA on either side, with the brand name below in elegant font.

    VAN CLEEF & ARPELS - Brand Marketing Consultant

    At Mazarine, a French luxury & culture communication agency, I served as senior consultant for Van Cleef & Arpels’ global campaigns in 2022–2023, ensuring consistent brand communication worldwide while tailoring strategies for key local markets, including China and France. Key campaigns include Mother’s Day for global and New Year launch for China market.

  • Interior of a modern shopping mall with a large stained glass ceiling, escalators, and a sign that reads 'Lane Crawford'

    LANE CRAWFORD - Marketing Consultant for Social Media

    Lane Crawford, Hong Kong’s leading luxury department store, partnered with me while I served as Account Director/Social Director at Resonance. I led a team of five to drive the brand’s marketing on social media in China, strengthening the its presence and engagement in the market.

  • Black and white line drawing of a wildlife landscape with infinite animals, trees, and mountains, featuring the logos of BOSS Hugo Boss and Meissen in the center.

    HUGO BOSS - Marketing Consultant for Social Media

    As part of Artefact’s digital activation team for BOSS (2017–2019), I led five digital and social campaigns to strengthen the brand’s presence in China. For the BOSS x Meissen “The Big Five” Holiday Campaign, I defined the cross-platform strategy that boosted WeChat engagement, increased memberships, and revitalized BOSS’s modern image.

  • Four people standing in front of a building with signage and a water fountain sculpture. They are smiling and dressed in casual jackets and scarves.

    CANBO GROUP - Brand Marketing Coach

    CANBO GROUP, a leading sterilizer dishwasher company, sought to grow its home appliance brand AESTHETERN in the US and EU beyond Amazon sales. Since January 2024, I’ve coached its management team on brand marketing and brand strategy for global markets, guiding them toward a sustainable path for their brand’s international growth.

  • A purple and white rectangular box with geometric designs and text reading 'Just so cute & so cool & cool'. The box has circular, wavy, and line patterns, along with a purple JRSC logo and a small orange shape.

    JSC - Brand Strategist

    JSC, a sportswear brand targeting younger consumers, struggled with an unclear image and inconsistent identity, making it difficult to connect with its market. Hired by Shine Lab for JSC’s visual identity project, I served as brand strategist and project manager, defining the strategy to guide the design work that followed.

  • Blue background with a white minimalist outline of a woman's face in profile, the words 'TAKAMI' and 'CLINIC-BORN.TOKYO-MADE' below.

    TAKAMI - Brand Marketing Consultant

    At Mazarine, a French luxury & culture communication agency, I served as senior consultant for TAKAMI, a premium Japanese skincare brand under L’Oréal. Tasked with reshaping its messaging and visual guidelines, I led the brand storytelling project, collaborating with copywriters and designers to define a global voice and visual style adaptable for local markets.

  • Brand marketing image with the text "JINSANT" and Chinese characters, featuring beige curtains on a brown background.

    JINSANT - Brand Strategist

    Founded in 1926, JINSANT is a renowned silk homewear brand facing the challenge of modernizing its image for younger audiences. Commissioned by Shine Lab, I served as brand strategist and project manager for JINSANT’s visual identity upgrade, crafting the brand strategy and defining its core essence to establish a clear foundation for design direction.

  • Aptamil logo with blue shield outline and blue text, featuring a series of blue circles decreasing in size.

    DANONE APTAMIL - Brand Marketing Consultant

    At BETC, I worked on Danone’s premium infant formula brand Aptamil, supporting the launch of a new product in China. I assisted with market research on brand communication evolvement of the competitors and collaborated with strategists, creatives, and the production team to deliver brand advertising campaign aligned with the launch strategy.

 FAQs

  • Yes. Mia’s consultation fee is €350/hour.

    1:1 consultation is ideal if you need clarity on a specific question about your brand, cultural adaptation, strategic direction, or market presence. It’s a focused session designed to help you see your blind spots, understand where misalignment might exist, and leave with practical next steps you can apply immediately.

    Book Mia for 1:1 Consultation

  • Yes. Mia speaks about cross-cultural branding, China-Europe market insight, impact-driven business, and the future of impact brands. She has also shared insights through podcasts, livestreams, and webinars.

    Invite Mia to Speak

  • Absolutely. If the topic aligns with brand strategy, branding, marketing, responsible growth, or cross-culture insight, Mia is happy to collaborate. Just send her a brief message with your idea.

    Invite Mia for Podcast

  • Mia is based in Paris.

    She works remotely with clients around the world, and she can also travel to other European cities and to Asia for workshops, speaking engagements, and team facilitation.

    Please note: Travel and accommodation costs are NOT included in her consultation or strategy fees and will be billed separately when on-site presence is required.

  • Chinese, English, or French - whichever feels most natural to you.

  • Mostly founders, leadership teams, and international companies.

    Mia also work with impact-driven organizations, social businesses, and creative leaders with a mission.

Be the first to join my webinar ● event

I am planning to host webinars/events on the theme of “Impact Brand” - one in Paris, France, and another in Shenzhen, China. Event details are still being finalized, and more information will be shared soon.

To make sure you don’t miss any updates, I highly recommend joining the waitlist now. Spots will be limited, and there will be no full online recording, meaning it will only be available to those who show up and participate in person.

*You’ll be the first to know when registration opens.