40 Under 40 2024: Lana Zhang, Merkle

Lana Zhang

Head of marketing platforms
Merkle
China

Merkle's head of marketing platforms, Lana Zhang, is regarded as an expert in martech and has a strong presence in marketing automation in China. With a wealth of experience spanning over a decade in domestic and international markets, Zhang leads digital marketing solutions for high-tech, B2B, and retail sectors and has contributed to a 170% year-on-year growth and a 52% rise in the total value of client contracts. This achievement is driven by a 75% win rate and a significantly reduced sales cycle of 49 days—down by 25 days—in 2023. 

She is also instrumental to the company's sustained 25% annual growth rate for the agency. Over the past six months, she has led her team to secure five new clients and achieved a remarkable 90% renewal rate with existing clients, ensuring continuous business growth.

Zhang is known for creating a groundbreaking connector between WeChat and a leading global product which resulted in a prestigious patent from the National Copyright Administration of China. This innovative approach aided in cross-channel customer communication for local marketers by seamlessly integrating global products into the Chinese market.

Despite her numerous accolades, Zhang embodies humility, allowing her work to speak for itself. She exemplifies quiet leadership, guiding her team of 40 diverse members across different specialists with empathy while also advocating for innovation. Under Zhang's stewardship, her team has been developing cutting-edge AI platform products, including AI-driven data processing and reporting tools. 

Her leadership qualities and innovative approach not only inspire those around her but also contribute to the company’s continued success. Led by her strategic insights when it comes to new business development, the company has seen the successful onboarding of new clients such as Midea, Citeline, Boder Laser, Chint, and Toyota APAC. 

Zhang is also the driving force behind her agency's diversity, equity, and inclusion (DEI) efforts, internally implementing initiatives such as diversity training programmes and inclusive hiring practices. Externally, she forges partnerships with outreach programs, solidifying the agency's commitment to DEI beyond its walls. Her leadership in DEI has elevated the agency's reputation, fostering a diverse and inclusive workplace under her guidance and setting a standard for the industry.