SELLEST OSAST
What does it take to build a global brand consultancy in China while leading teams, raising a family and navigating the AI era?
In this episode of CAIC Unscripted, CEIBS GEMBA alumna Jacquelien Postigo Brussee speaks with host Jeff Pi (CEIBS MBA 2009) and shares her journey from Holland to Shanghai, how she built her branding consultancy Jibe, and the leadership lessons she learned through the China Europe International Business School GEMBA experience.
Topics covered in this interview include:
• Why Jacquelien moved to China and stayed for over 15 years
• Building a business and career in Shanghai
• The evolution of branding and marketing in China
• AI’s impact on advertising, agencies and creativity
• KOLs vs KOCs and the future of brand communities
• Why Chinese brands are becoming global brands
• Leadership, entrepreneurship and scaling a consultancy
• Managing work-life integration as a founder and mother
• Team building, mentorship and company culture
• Insights from the CEIBS GEMBA programme
• Long-term leadership thinking and legacy building
Jacquelien also explains her concept of “brand gravity” — why modern brands must move from controlling audiences to creating participation, collaboration and community.
This video is ideal for viewers interested in:
• Executive MBA programmes
• Branding and marketing strategy
• Entrepreneurship in China
• Leadership development
• AI and creativity
• Chinese consumer trends
• Building global brands
• Women in leadership
• International business careers
About CAIC Unscripted
Produced in collaboration with the CEIBS Alumni International Chapter (CAIC), CAIC Unscripted features candid conversations between CEIBS alumni—going beyond business to uncover personal stories, global perspectives, and the diverse experiences shaping today’s leaders.
About CEIBS
CEIBS is an internationally recognised business school co-founded by the European Union and the Chinese government. Learn more here: https://ceibs.edu
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