Katy Xu
Vice President - Greater China and North Asia, BBC Global News
Katy Xu is the Vice President, Greater China and North Asia.
In this role, she is responsible for generating advertising and sponsorship revenue from multinational and national advertisers based in Hong Kong, China, Macau, Taiwan, Philippines, Japan, Korea and other north Asia markets, across various BBC global commercial platforms: BBC.com (desktop and mobile - the No.1 International News website in APAC), BBC World News Channel, BBC Knowledge Channel and Topgear.com. She plays a key part in shaping the BBC’s commercial strategy and brand positioning. Katy is appointed as the brand ambassador for the BBC.
Katy joined BBC Advertising from Eurosport Asia Pacific Co. Ltd, where she was Regional Account Director (Greater China, Thailand and Singapore) for 3 years. Prior to that, she was Regional Sales Manager for both Greater China and South East Asia at Microsoft Advertising, and Regional Account Director (Asia Pacific) for MTV Asia LDC.
During her 16-year career in international media, Katy has been helping many emerging Asian brands understand international media landscape and consumers, bridging the culture gap between the east & west, and facilitating the conversation between Asian brands and audiences outside of Asia. Brands such as Haier Electronics, Huawei and ZTE Technology debut their international marketing activities under Katy’s consultancy - Haier sponsoring the MTV Asia Awards in 2006, Huawei became the official broadcast sponsor of London 2012 on Eurosport Channel globally, and ZTE Technology launched its global corporate image campaign on BBC World News in 2013.
Katy is also a veteran in helping Asian destination brands market itself to international audiences. Singapore, Thailand, Taiwan, Mongolia, Philippines, and top destinations in China from the likes of Sanya, Chengdu/Sichuan and Beijing have all executed successful international marketing activities with Katy and her team across TV, digital, mobile andSocial media platforms.
Katy holds Master of Economics from National University of Singapore. She is currently based in Hong Kong.