The Core Team

Unique Focus

Qumin intends to be the global authority on Chinese digital marketing through continuous innovation in technology, consultancy and community engagement.

Our services team is built around our goal of having experts in each digital silo supported by bilingual account management.

It can be a challenge dealing with agencies in China due to a lack of transparency, quality and time and cultural differences. Our team of bilingual experts based in the UK and China can support and service clients in navigating the Chinese digital landscape.

  • David Reich - Chairman

    David is the newest addition to the Qumin board and brings a wealth of experience from the full service media and international advertising sector. David has over 40 years of wide ranging experience in growing and developing media related businesses through both organic growth and acquisition on both the domestic and international stage.

    In the early 1970’s David was a joint founder and director of TMD Advertising the UK’s first full service media specialist in the UK. As CEO and Chairman from 1974 onwards David oversaw the growth and development of the firm from the initial 6 personnel up to its float on AIM in 1985. Further development to 5 separate companies and growth to 300 personnel culminated in the sale of the company to Aegis plc.

    David then repeated the exercise, initially in 1995 as a director, and then as from 1997 as CEO of CIA plc, through organic growth and international acquisition prior to overseeing the contested bid process between Havas and WPP resulting in WPP’s successful final takeover offer of approximately 437 million pounds.

    David, also holds a first class law degree and was a magistrate for 8 years. David’s experience has been extremely valuable in Qumin’s rapid growth and arguably far more successful than that of his favourite football team, Leyton Orient.

  • Arnold Ma - CEO

    Arnold Ma was born in China, educated both in China and the UK and moved to the UK in his early teens. Fascinated and passionate about technology from a young age he grew up building websites as a hobby. Since graduating with a BEng in Electronic Systems Engineering from University of Essex Arnold has worked with blue chip companies within the digital marketing industry on both the client and agency side. After having gained several years of commercial professional experience in positions in the digital marketing industry Arnold identified a gap in the growing market for the provision of high quality digital marketing services to a rapidly expanding number of UK companies wishing to enter the burgeoning Chinese market. Arnold started providing digital marketing services utlising his excellent network of Digital Marketing consultants before formally founding Qumin Ltd in April 2012. With Arnold’s unfaltering drive and ambition Qumin has grown rapidly and has attracted a rich portfolio of clients.

  • Nigel Watts-Morgan - Financial Director

    Nigel is Qumin’s Finance Director. Nigel is a qualified chartered accountant with over 20 years’ commercial experience within the media and IT sectors, working for a variety of SME and blue chip organisations. Prior to Qumin, Nigel was Group Finance Director and a Divisional Managing Director at Hotcourses for 9 years, an online web company within education. He has worked for a variety of high profile organisations including KPMG, Reed Elsevier and Phaidon Press, the world’s leading illustrated art book publisher, where he spent eight years as Group Finance and IT Director.

  • Peng Yan - General Manager (China)

    An IT aficionado, Peng came to the UK and gained a  BEng in Internet Technologies and an MSc in Telecommunication. It was at university where he met Arnold Ma and helped found Qumin. Peng’s excellent technological knowledge and business acumen have been helped Qumin grow to over 30 staff with office in both the UK and China. Since co-founding Qumin, Peng has specialised in Chinese SEO and PPC, using the rapidly growing Chinese search engine – Baidu – as the cornerstone of his expertise. Whether in London or Shanghai, Peng’s primary motivation is to produce outstanding results for all of Qumin’s clients.

  • Tom Nixon - Head of Social and Analytics

    Tom, a graduate of Chinese Studies, is not only a Mandarin speaker but has also lived, studied and worked in Nanjing and Taipei. An experienced media analyst Tom is responsible not only for creating Chinese consumer research but also developing innovative tools to facilitate better understanding of the Chinese digital landscape through analysis and insight. With Tom’s expertise on Chinese digital, Tom creates social media driven insights to help brands understand their consumers in China and the best approach to market to them.

  • Dr Jianzhong Chen - Chief Data Scientist

    After finishing his PhD of Informatics at the University of Ulster, Northern Ireland, Jianzhong moved to London in late 2004. He has been working as an academic researcher in Computational Bioinformatics group, Department of Computing, Imperial College London since then. His research interests include Machine Learning, Probabilistic Logic Learning, Relational Data Mining and applications in Bioinformatics and Systems Biology; Predictive Analytics, Natural Language Processing and Big Data technology. He has produced more than 30 publications in these research areas and loves extracting insights and patterns from unstructured (big) data.

    Jianzhong joined Qumin from March 2014 as the chief data scientist. His roles within Qumin are to lead and develop Qumin’s own social media listening and monitoring tools. He is eager to turn his research experience, bilingual skills and development expertise into real world application software in order to help UK brands dive into China’s vast and complex market.

  • Kary Yeung - Office Manager

    Although born and raised in London, Kary has always had a strong interest in the Chinese culture and growing up, regularly returning to Hong Kong and China for visits. Whilst not in Asia, she still keeps herself up to date with the latest fashion, trends and gossip.

    Kary has come in as the Mother of the company, helping all the members of the team with anything that they need, including tidying up their toys! Come into the office or call us, you will be greeted with an extremely warm welcome from her!

  • Evonne Guan - Senior Account Manager

    Evonne is currently Senior Account Manager at Qumin London, responsible for managing and delivering on key client accounts. With each campaign she has a clear focus on delivering cost effective plans in maximizing the campaigns return on investment. With a firm digital knowledge in the China landscape, Evonne makes sure each campaign delivered is able to realise its full potential.
    Evonne gained her MBA in marketing management in London, and BA in Industrial Design in China. Prior to joining Qumin, Evonne has 8+ years agency and in house marketing experience in China, she has serviced and gained recognition for award winning campaigns, servicing and helping global clients gain outstanding marketing result within the market.

  • Samuel Dai - Search Manager

    After graduating from China Northwestern Polytechnical University with a major in e-commerce, Samuel has being working in the digital industry managing SEO and PPC campaigns for more than 5 years in Shanghai.

    Samuel’s work mainly involves organic and paid search campaigns on Baidu, 360, Sougou and other search engines. His expertise lies in products of major Chinese search platforms.

    Before joining Qumin, Samuel worked closely with his teams and successfully delivered over 100 SEO and PPC projects in various industries, with an overall ad budget of over 150 million RMB.

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