Ms. Abbie is currently the Director of McDonald’s China Marketing Communications and Social Media Editorial Department, responsible for the external publicity and communication of McDonald’s marketing activities in mainland China, as well as the strategic planning and platform management of social media.

Under the leadership of Ms. Abbie, McDonald’s social media strategy has continued to evolve, and the social media matrix has further expanded. From 2022, Ms. Abbie’s team will successfully integrate McDonald’s global social media strategy – Fan Truth into local social media operations. The Weibo, Bilibili, Xiaohongshu and other platforms under its management have been iterated in terms of content and traffic, further consolidating McDonald’s leading position in the field of social media marketing.

Before joining McDonald’s, Ms. Abbie worked in international well-known public relations companies such as Edelman, and has rich experience and mature professional skills in the fields of corporate communication, marketing communication, event planning, media communication, and crisis management.

Ms. Abbie graduated from Shanghai University of International Business and Economics in 2011 with a bachelor’s degree in management.