‘A fantastic researcher’: Think HQ’s team gets a boost from ex-Bastion insights GM
Positive change agency, Think HQ, has tapped a Bastion alumni to take on the role of head of cross-cultural research.
Isabel Zhang boasts more than two decades’ worth of experience in multicultural and cross-cultural research garnered from working across the Asia Pacific, including Australia, Singapore and Malaysia.
She spent more than six years at independent agency Bastion, from July 2018 to November 2024, where she worked as head of cross-cultural insights before becoming general manager of cross cultural insights in June 2022.
Zhang’s career has seen her work across several industries, including financial services, property, tourism and travel, education, government, FMCG and retail.
Overall, her expertise covers helping companies “effectively navigate complex multicultural environments” by leveraging culturally specific nuances that inform policies, planning and strategies.
Isabel Zhang
“I’ve been admiring Isabel’s work and contributions to our industry for years. 2025 marks our 15th anniversary and I can’t think of a better way to kick things off than by welcoming Isabel to the team,” said Think HQ managing director and founder, Jen Sharpe.
“Isabel is a fantastic researcher with an enviable reputation across Australia and the wider APAC region, and I know that her research pedigree and commercial smarts will make a big impact at Think HQ and the value we can offer the market.”
While at the agency, Zhang’s role will see her serve as a member of the strategy and insights team, while collaborating with CultureVerse – the company’s multicultural communications division.
“My entire career has been focused on acting as a vital bridge to help organisations, business and brands connect meaningfully with multicultural communities both here in Australia and globally,” Shang commented.
“Think HQ is uniquely positioned to connect with today’s Australia, so joining a fantastic team at a truly rare agency was an opportunity I couldn’t pass up. I’m here and I’m ready to get to work!”
In addition to her work with Think HQ, Zhang will remain as the chief executive officer of the Australian Institute for Diversity in Mental Health, to continue helping produce mental health approaches to better support multicultural communities.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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