TONG Global | About | TONG Global

Gabriel Nicklin

Managing Partner

Gabriel leads relationships across TONG Global’s client portfolio, with a particular focus on strategic implementation. He has taken a major role in launching and scaling multiple student accommodation brands in the Chinese market over half a decade with the business.

Xuan Wang

Managing Partner

Xuan oversees TONG Global’s offices in the UK and China. He has more than 15 years of experience in marketing, digital communications, and PR across various sectors, including luxury, fast-moving consumer goods, tech, automotive, tourism & sports, and so on. He has assisted many internationally renowned brands in entering China and advised Chinese leading companies expanding globally. Xuan holds an MBA degree from the University of Edinburgh.

Xuan’s Favourite Memory of Working at TONG Global:

Working with talents from all over the world enables the free sharing of knowledge on cultural, lifestyle, and political issues.

Jack Porteous

Commercial Director

Jack has a decade of expertise in UK-China business growth, guiding brands into the Chinese market. A prominent voice in the community, he is regularly featured in well-known publications, and enjoyed prior roles at Samarkand Global, the UK’s Department for Business & Trade and the China-Britain Business Council where he supported some of the UK’s leading companies.

Jack’s Favourite Memory of Working at TONG Global:

Winning our first Chinese client to help them grow their UK impact – and seeing their successful UK pop-up get the coverage it deserved – was an amazing moment!

Laura Deng

Associate Activation Director

Laura has been with TONG Global for 7 years, with the background of BA Fashion Marketing and MA Public Relations, mainly responsible for account management, client communication, brand strategy and influencer marketing. The projects that she led including a client’s CNY campaign in 2023 – Home won a TopDigital Gold Award for Best short video campaign. She also won the Bronze award for Content Creation, and bronze award for Best Community Development.

Laura’s Favourite Memory of Working at TONG Global:

Be able to work with clients from different industries on different campaigns. The trust from the client enables us to be creative and deliver great work.

Milly Zhang

Activation Manager

With a background in anthropology and marketing, Milly develops brand campaigns that resonate with Chinese international audiences. She leads projects in brand building, marketing planning, social media management, and market research, working with over 20 brands across industries.

Milly’s favourite memory of working at TONG Global:

Sharing laughter, music and milk tea in the office, creating a joyful place to work.

Miranda Yuan

Marketing Strategy Manager

With 6 years of marketing experience, Miranda is responsible for lead generation, marketing strategy, campaign planning and prospecting at TONG Global, driving campaigns and content that help brands connect with and better understand the Chinese market.

Miranda’s favourite memory of working at TONG Global:

Organising and hosting TONG Global’s 10th anniversary celebration was an incredibly rewarding experience for me. I genuinely enjoyed seeing our partners, clients, and ex-colleagues come together to celebrate this special occasion, and it was an honour to make the event happen.

Eason Chen

Activation Manager

Background in international marketing with 4 years of experience in the marketing industry. At TONG Global, I support UK brands in successfully expanding into China and driving strong sales performance. Specialises in the beauty and skincare sector, with deep expertise in China’s digital marketing and e-commerce landscape, and skilled at leveraging creative strategies to achieve business results.

Eason’s Favourite Memory of Working at TONG Global:

Colleagues as comrades, united in support.

Grace Ma

Senior Account Executive

Grace has over three years of experience working in marketing agencies, with a strong focus on China’s digital and social media landscape. She specialises in campaign execution and influencer marketing, supporting international brands to build meaningful connections with Chinese audiences.

Grace’s Favourite Memory of Working at TONG Global:

Leading diverse campaigns for different clients, helping brands establish a stronger presence in China.

Yuki He

Senior Activation Executive

Yuki has three years of experience at TONG as an Activation Executive. She specialises in campaign planning and execution, paid media management, and social media activation. Yuki has worked across lifestyle sectors including real estate, student accommodation, travel, fashion, and skincare, bringing strong expertise in content strategy, influencer partnerships, and creative marketing.

Yuki’s Favourite Memory of Working at TONG Global:

Being in a workplace that fosters creativity and supports constant learning and development.

Fei Zhang

Design Team Leader

With over three years of experience as a brand visual designer at TONG Global, Fei has developed extensive expertise in visual optimisation and cross-cultural creative translation. He has played a key role in providing creative direction for campaigns and social media, helping international brands across retail, service, and real estate sectors effectively engage local audiences through tailored visual localisation strategies.

Fei’s Favourite Memory of Working at TONG Global:

Fond memories of a supportive and stimulating atmosphere where great teamwork and seasoned perspectives fuelled my professional development.

Monica Jiang

Graphic Designer

With 4 years of experience in branding, visual communications, and content creation, Monica supported TONG Global’s creative output across campaigns and social media. She played a key role in developing visual assets that enhanced clients’ brand activations, contributing to projects across the lifestyle, retail, and consumer goods sectors.

Monica’s Favourite Memory of Working at TONG Global:

Collaborating with colleagues from diverse cultural backgrounds and seeing our creative ideas come to life in real campaigns has been my most rewarding memory at TONG Global.

Joyce Xia

Graphic Designer

Creative designer exploring how ideas, culture, and emotion take visual form. With four years of experience in brand and visual communication, blending strategic thinking with imagination to craft distinctive, story-driven brand expressions. At TONG Global, worked across diverse markets to shape visual identities that bridge global aesthetics with local relevance.

Joyce’s Favourite Memory of Working at TONG Global:

Working within established brand systems, TONG Global encouraged creative exploration, giving me space to reinterpret visuals in ways that resonate with local culture and aesthetics.

Shaun Su

Senior Activation Executive

With a background in STEM and four years of experience in the creative industry across the UK and China, he specialises in social media, influencer marketing, and brand collaborations, helping brands expand their presence and build meaningful connections with audiences.

Shaun’s Favourite Memory of Working at TONG Global:

I loved how our team at TONG Global felt like a group of friends, always supporting one another both at work and outside of it.

Christal Zou

Activation Executive

Christal has been with TONG Global for over a year, supporting clients in the student accommodation, real estate, and FMCG sectors. With a background in communication, she focuses on content creation and influencer collaborations that build stronger connections between brands and audiences.

Christal Favourite Memory of Working at TONG Global:

Surrounded by so many talented people, I really enjoy being part of a supportive team that values creativity, open ideas, and genuine teamwork.

Riley Zhang

Activation Executive

With a background in communication and marketing, Riley is passionate about digital and international marketing. She has supported clients in building their brand presence on Chinese social media through retainer projects, influencer campaigns, and a variety of marketing initiatives.

Riley’s Favourite Memory of Working at TONG Global:

I really enjoy being part of a team where we work together, support each other, and always share good laughs and happy moments.

Amanda Liu

Activation Executive

With experience delivering cross-platform marketing activations, blending creative coordination with structured project management to bring campaigns to life. At TONG Global, collaborate across teams and clients to translate strategy into meaningful, audience-driven brand experiences.

Amanda’s Favourite Memory of Working at TONG Global:

My favourite memory at TONG Global is working with the team on creative projects. We turned ideas into reality, from the initial concept to the final delivery. I feel a real sense of fulfilment seeing how our collective efforts inspire and connect with audiences.

Xiaoya (Alice) Liu

Associate Activation Executive

Focusing on creative storytelling and influencer marketing, Alice helps brands shape a distinctive voice and expand their presence on Chinese social media. At TONG Global, she collaborates closely with teams and clients to strengthen audience-centric brand experiences and engagement.

Alice’s Favourite Memory of Working at TONG Global: Seeing creativity and teamwork bring ideas to life, turning them into real connections and impact that continue to inspire my professional journey.

Adam Knight

Co-founder and Board Member

James Campbell

Co-founder and Board Member