40 Under 40 2025: Tiffany Tang, MSL

Tiffany Tang

Vice president
MSL
China

With deep professional experience in tech-PR and B2B marketing, Tiffany Tang has been instrumental in helping Chinese brands navigate international markets. Educated in China and the UK, Tang brings a unique East-meets-West perspective that is critical to her work with Publicis Groupe, and anchors clients Google and Amazon in facilitating Chinese brand expansion globally. 

Tang’s efforts have resulted in over 12 national and global marketing awards for Amazon and Google, including the APAC Stevie Awards. Her strategic creativity might be best exemplified by the award-winning ‘Be the Light’ initiative for Amazon which redefined cross-border e-commerce in China in participation with major Chinese media outlets.  

With over 11 years of experience in integrated marketing communications (IMC), Tang leverages consumer insights and social media trends to aid her clients’ growth. Her leadership has resulted in significant revenue appreciation and client retention, while her innovative approach to social commerce has also attracted international brands like BSH and Gaggenau to collaborate with her on Rednote (Xiaohongshu). 

As a leader, Tang fosters an inclusive and innovative environment, emphasising the importance of diversity and empowerment within her team. She utilises the MBTI personality test framework to create a harmonious team environment, allowing team members to express themselves and collaborate comfortably. This approach has led to a strong work culture throughout a ninefold expansion in headcounts since Tang joined. Last year, most of Tang’s team received new data analysis training, with every trainee receiving a promotion or pay rise, resulting in a record-high staff satisfaction rate and a turnover rate below the industry average. 

Tang's commitment to diversity and empowerment extends beyond her agency, as she advocates for greater female participation in the tech and digital sectors in China. She has implemented special training and developed a guidebook to ensure her team minimises bias and cultural insensitivity in their communications. 

Her efforts have not only driven business success but also set a formidable industry standard, earning her recognition as a 'Woman to Watch' by Publicis Group in 2023 and as one of five members on Publicis’ Next Generation Board to develop leadership talent.