Yina Zhao

As a Director in Kekst CNC’s Munich office, Yina leads China-Europe Desk work and client offerings connecting Germany/EU and China, and drives impactful relationships to help clients formulate communications/government affairs strategies to enhance understanding amongst policymakers and influencers.

Yina has in-depth sector knowledge and understanding of market sentiment, policy trends, and the MNC operating environment in China. She has also developed research solutions to guide communications campaigns that feed into strategic decision making.

Before joining Kekst CNC, Yina had leadership positions at Finsbury Glover Hering, Brunswick Group, and Citigate Dewe Rogerson. As Managing Director and Head of Beijing Office, Yina founded Finsbury’s Beijing office in summer 2014 and built a strong Beijing team. In April 2021, Yina worked as Managing Director at the Frankfurt office of Finsbury Glover Hering Europe. There she worked to set up and co-lead FGH Europe’s China Desk team. She has strong relationships with key international, regional, and national press, and advises on the Chinese media landscape and policy trends.

At Brunswick Group, Yina worked as an Associate Partner and was a leader in the Asia energy, financial services, and healthcare practice groups. Prior to Brunswick, Yina was head of Citigate Dewe Rogerson’s Beijing office. She started her career at the China headquarters of an economic development agency, where she was in charge of marketing communications and strategic communications.

Yina graduated from Tsinghua University with a Master of Arts degree in Foreign Linguistics and Applied Linguistics. Yina is a native Mandarin speaker. She is fluent in English and speaks working-level German.

Crisis Communications and Special Situation Support

• Drove impactful client relationships, including special situation support concerning a Chinese company’s business plan to delist its German subsidiary from the stock exchange
• Provided crisis communications support to help a leading global pharmaceutical company manage intense scrutiny pertaining to a high-profile commercial bribery investigation in China by the Ministry of Public Security. Also facilitated subsequent reputation rebuilding and change communications, including communication strategy for its new China CEO

Corporate Reputation and Positioning

• Led the China reputation management mandate for a global luxury brand, including risk mapping, knowledge sharing workshop for its headquarters on high-profile China related issues, and retainer support
• Advised a key Chinese state-owned oil and energy company on international profile raising and international media relations

Public Affairs and Policy Research and Outreach

• Produce regular briefings on Chinese regulatory updates for clients’ management and operations functions, including communications, GA/PA, CSR/Sustainability, and teams in charge of international operations
• Work closely with clients to support their government affairs-style outreach to enhance understanding amongst policymakers and influencers. Possess in-depth sector knowledge and understanding of market sentiment, policy trends, and the MNC operating environment in China

• Designed and delivered research solutions, including policy research and outreach, to guide communication campaigns that feed into strategic decision making

ESG and Sustainability

• Driver of the Sustainability practice and relevant business opportunities, and strong promoter of Kekst CNC‘s thought leadership