Freeman China Appoints Sally Lu As New Managing Director

Freeman, the world’s leading live event and integrated brand experience company, announced the appointment of Sally Lu as Managing Director, Freeman China.

With rich experience across both above-the-line (ATL) and below-the-line (BTL) agencies, Lu brings with her the insights, expertise, and solutions that Freeman clients require to excel on an international level. Lu’s appointment aligns with Freeman’s client-centered approach while highlighting the company’s ability to attract top talent in the region.

Lu will report to Debbie Evans, Managing Director, Asia Pacific, overseeing operations across Freeman’s three China offices in Shanghai, Beijing, and Guangzhou.


“Freeman has been an industry leader in the brand experience sector not just in China, but also on a regional and global level,” said Lu. “I am excited to be working with some of the most professional and talented people in our industry to drive Freeman and our clients forward in this new decade.”

Before joining Freeman, Lu held the role of Managing Director, China, for another international brand experience agency, where she progressed up the ranks to become the Managing Director for its China business.

Lu’s was instrumental in spearheading the company’s growth over the past few years, increasing efficiency, establishing partnerships with talent in the industry, and successfully repositioning the business from an exhibition company to a reputable brand experience agency in the market.


Lu is replacing Dionne Holder, who has been with Freeman China since 2016 and played a key role in building the company into a leading agency in the market today. Holder will be moving to a client service role within Freeman in North America.

“It is with a heavy heart that I say goodbye to this country where I have been living for over 20 years,” said Holder. “The team at Freeman China are some of the best people I have worked with, and I look forward to staying connected as I move into a new role. Relocating to North America is a new chapter in my career, and I am thrilled for this opportunity to bring my experience from Asia into a different market to continue supporting Freeman’s global operations.”

Lu began her career as a financial analyst and eventually went on to work at both ATL and BTL agencies, building strong partnerships with brands from various industries including technology, media, telecommunications, luxury automotive, pharmaceutical as well as top-tier consumer brands.

“I am excited to welcome Sally to the Freeman team,” said Evans. “Her appointment reflects our commitment to our clients to create the best brand experiences for them to achieve their business goals. Her leadership and expertise will greatly strengthen our operations in the region. I would also like to thank Dionne for her incredible work and contribution to the China business and wish her all the best as she begins a new chapter in the US.”

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