BEIJING — DeVries Global has hired Lydia Shen (pictured) as China MD, with Beijing VP Zoe Wu elevated to a newly-created role as regional VP of operations and business strategy across China and Asia.

Shen, who served as Cohn & Wolfe China MD until 2015, will report directly to Andres Vejarano, Asia MD at DeVries Global, and becomes responsible for driving business opportunities; deepening client counsel in integrated influencer engagement; and talent development within the China team.

Wu, who has been with the firm for over five years, will be responsible for business planning and operational effectiveness to support the future growth of the firm. She will report to Shen and will also take on additional regional responsibilities including spearheading talent and culture development programs, business intelligence and marketing.

DeVries Global Asia has expanded its client portfolio over the last year by adding consumer and lifestyle brands including Proctor & Gamble, SK-II, Johnson’s Baby, New Balance, Audi, Samsonite and Lane Crawford to their roster.

"The culture at DeVries thrives on being inventive, agile, and inclusive" said Vejarano. "I am thrilled that Lydia, a proven and experienced China marketing leader, will join our leadership team, and drive and deliver the best that we can, for our clients, and for our people. Equally, in her new role, Zoe will bring further operational innovation to the way we build our value and counsel to our clients."