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Hello, I’m Lu Guo


Lu was digital expert-in-residence. During her residence, Lu set up a know-how series to help broaden IDEO’s general understanding of China’s digital business and consumer landscape. She coached project teams, enabling them to better understand client-side considerations and challenges.

Lu was Vice President, Digital and Ecommerce at Johnson & Johnson, the global leader in Consumer Goods and Healthcare, leading up all digital marketing, CRM, analytics, and ecommerce P&L, building JNJ ecommerce business from 400 to 1500 mil RMB in 2 years. 

Lu received her MBA from Wharton School of University of Pennsylvania, US, where she double majored in Finance and Entrepreneurial Management. 

Lu’s career spans from building ambitious entrepreneurial start-ups, leading projects at strategy consultancy powerhouse, the Boston Consulting Group, building and operating hyper-complex supply chain planning for Anheuser Busch InBev, to leading digital innovation and capability building for VF Corporation, the world’s largest apparel company that owns brands such as The North Face, Lee, and Timberland. Lu was cited in VF 2012 annual report and Wall Street VF Investor report for her outstanding effort in building digital excellence as a competitive advantage. 

Her successful business achievements and case studies were also cited by The Economist magazine for innovative and powerful brand building via digital in China.