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Penny Burgess

CEO, WE Red Bridge

CEO, WE Red Bridge

Penny founded Red Bridge in 2009 with the aim of providing clients in China with an alternative — an independent consultancy local in its focus, creative in its approach and international in its thinking.   

Following the merger of Red Bridge and WE China, Penny leads the combined WE Red Bridge business across Greater China. With offices in Shanghai and Beijing, her role focuses on ensuring the seamless delivery of integrated services to both multinational and domestic clients wanting to target China’s business stakeholders and burgeoning middle class.  

Since the agency’s inception she has placed great emphasis on creating an environment and culture where people can flourish and do the best work of their careers. She actively encourages people to challenge themselves and their clients — to be bold. She is also a firm believer in a one-team approach, building cross-functional teams, across multiple geographies, who work together as one. 

With over 25 years of combined corporate, B2B and brand marketing experience, Penny is a stickler for insight-driven, integrated strategies that deliver tangible results. She actively pushes the team to question the brief, think big and plan in detail. She personally specializes in advising clients on market entry, corporate reputation, CSR and crisis management.   

A huge advocate of the advancement of women in the workplace, Penny frequently mentors fellow female entrepreneurs and leaders in China. She is an advisor to Luuna Naturals — a purpose-driven, female-led menstrual health startup; sits on the panel of the IPWS Women in Leadership Awards; is a ‘Walking Mentor’; and is a Girl Guide Troop Leader helping to inspire the next generation of female leaders. As a mother of three, Penny is also often called upon to share her experiences as a working mother. In her spare time, she loves travelling, painting and baking with her family. She is passionate about interior design and the practice of yoga.