Rakuten Advertising, the performance advertising company, has announced the appointment of Neil Cao as the new Commercial Director for China. Neil will be responsible for leading the Rakuten Advertising business in China and developing performance marketing strategies for clients. The new position is aimed at accelerating growth in the country, which is a dynamic and innovative region for affiliate marketing.

Neil has over a decade of experience in the digital ecosystem, including e-commerce, consumer electronics, and app and gaming. As an advocate for full-funnel performance strategies, he has leveraged various media channels to help clients drive engagement, sales, loyalty, and beyond.

"I am thrilled to join Rakuten Advertising where I will have the opportunity to collaborate with the world’s leading brands in a thriving Chinese market. My goal is to offer invaluable in-market insights and empower both local and international merchants to connect with their target audience," said Neil.

Stuart McLennan, Senior Vice President for the APAC region at Rakuten Advertising, spoke of Neil being a perfect fit for the company. "With his extensive knowledge of the digital landscape and a proven history of success working with both advertisers and publishers, he is perfectly equipped to help our Chinese clients and partners thrive in their next phase of growth."

The appointment comes after a period of significant growth that saw Rakuten Advertising support Microsoft, YOOX and other global retailers to increase sales and presence in China. Brands and publishers at Rakuten Advertising will benefit from Neil’s experiences in helping brands grow with advanced performance strategies.