Christine Xu is vice president and CMO at McDonald’s China. She is in charge of formulating and implementing McDonald’s marketing and brand strategies in China. She is also responsible for training and developing the McDonald’s marketing team in China. Ms. Xu was responsible for market planning and the implementation of McDonald’s Chinacore products and the extra value platforms after joining McDonald’s China as marketing director in January 2009. She also launched new retail promotions in the China market. During her first six months, she worked quickly within the McDonald’s system and showed her outstanding professional ability. This led to her promotion to senior marketing director, leading the China marketing team. In 2010, Ms. Xu led a cross-functional team, implementing a brand rejuvenation project in the China market and launching the new “Make Room for Happiness” brand. Under her leadership, McDonald’s launched a series of new brand promotions that were well received by the market. Her team won multiple advertising and media awards in China and the Asia Pacific region. In June 2011, Ms. Xu was named vice president of McDonald’s China, responsible for marketing and brand strategy. After graduating from Fudan University, Ms. Xu held several key positions in a diverse range of industries with Unilever, Pepsi Foods, Eastman Kodak, Philips Electronics and HSBC. She has extensive overseas working experience in Thailand, the United States and Singapore.