40 Under 40 2025: Jennifer Lin, Kimberly-Clark

Jennifer Lin

Associate head of feminine care, International
Kimberly-Clark
Hong Kong 

Jennifer Lin’s career has always been about connecting people with brands in ways that feel personal and purposeful. She started as a management trainee at Johnson & Johnson in Hong Kong, where her first major project was the Johnson’s Baby Development App. It topped the Apple Store’s Health & Fitness charts. Even then, Lin showed a knack for marrying consumer insight with digital innovation, creating solutions that mattered.

Her approach only deepened at Kimberly-Clark Hong Kong. As head of marketing, she led Kotex AirThin to market leadership, helped Huggies gain share against long-standing rivals, and built Plenitud, her adult-care brand, into a strong performer by 2024. For Lin, bold product innovation is weaved in with a clear understanding of local culture, and that brings campaigns to life in ways that engage the consumers. 

In late 2024, Lin’s remit expanded internationally to oversee feminine care across Greater China, South Korea, Indonesia and Australia. She quickly translated her local experience into culturally relevant campaigns: in China, a cranberry-infused sanitary pad to promote vaginal health topped Douyin charts; in Australia, U by Kotex donated one million AUD (US $667K) in reusable period underwear; in Indonesia, Softex partnered with hundreds of schools annually to promote menstrual education. Across markets, in line with the brand ethos, work is tied with purpose directly to business impact.

An empathetic leader, she has created teams that reflect the people they serve and foster inclusion through small, meaningful gestures—from International Women’s Day tea and dim sum gatherings to mentorship programmes—she encourages colleagues to innovate, experiment, and take ownership. 

Giving back is integral. Lin lectures at universities, has played jury at industry awards, and guides meaningful partnerships with charities like Mother’s Choice and Plan International. A senior executive at Havas Hong Kong calls her the “spark in a room,” and praises her for the “clarity, creativity, and conviction” she brings to every challenge.