Shaping how people 

discover brands, 

products, and stories

Jia helps organisations shape how people discover brands, products, and stories. A creative and strategy leader with more than 15 years of experience, she brings together brand, product, creativity, and audience behaviour to transform how organisations connect with audiences through creativity, technology, and innovation. Known for connecting creative, product, and business teams, she enjoys turning complexity into clarity — building the strategies, systems, and creative frameworks that turn audience insights into business growth.

At Netflix, Jia has led creative strategy across Southeast Asia, Mainland China, Taiwan, Hong Kong, and Australia, shaping how audiences discover more than 100 films and series through data-informed creative decision-making and experimentation. Before Netflix, she spent over a decade at Publicis, R/GA, and Ogilvy, leading integrated campaigns, digital transformation initiatives, and social-first brand experiences for global brands and public sector organisations, including Unilever, Citibank, Audi, Nikon, Netflix, and the Health Promotion Board of Singapore. Her work has been recognised by the Clios, Effies, Spikes Asia, Promax, and other international creative and effectiveness awards.

Whether launching a brand, improving a product experience, or developing scalable creative systems, Jia believes the strongest creative decisions are those that people can explain, repeat, and scale. That belief has led her to develop Audience-First Creative Reasoning, an open-source framework that helps creative teams make better decisions by connecting creative choices with audience behaviour and business outcomes.