Bastion Effect’s Richard Chapman and Roxanne Millar take on additional CEO and GM roles for Bastion China

Bastion Effect’s CEO, Richard Chapman, and general manager, Roxanne Millar, have taken on the additional roles of CEO and GM of Bastion China, respectively.

The move is to bring the business’ China operation closer to Australia, following the departure of Bastion China’s CEO Jane Lu this month. Lu is departing to focus on her family.

CEO Richard Chapman and general manger Roxanne Millar have taken on the additional respective roles for Bastion China

The two businesses will continue to operate as separate entities, but will work closer together under the leadership of Chapman and Millar, and provide clients with a more integrated offering.

Bastion Effect and Bastion China offer similar services, across communication strategy, creative execution, media relations, influencer marketing, social media and activations. Bastion Effect also has an international marketing arm, led by Jesse White, that help Australian brands with their export marketing through Asia.

CEO of Bastion Collective, Jack Watts, said Chapman and Millar were the best people to bring the two businesses together.

“Given how closely Effect and China are already working and the volume of requests we are now seeing come through from clients, it makes sense to bring them closer together in this manner while retaining both brands,” Watts said.

“Richard Chapman and Roxanne Millar will take a leadership role across both businesses, and Jane Lu, who has been with Bastion China for a little over a year has decided to step back from the business to undertake a third masters degree and start a family.”

Bastion China was launched in 2018 with the goal of helping businesses better understand and engage with Chinese consumers. Lu was appointed as CEO in January last year.

Chapman said: “Marketing to our Chinese community has long been seen as an intimidating art form, with many brands putting it in the too hard basket for too long. We’re really seeing that tide change and are working with a number of clients to craft truly integrated strategies that execute with the appropriate cultural nuance across ethnicities in Australia and abroad.

“We believe Bastion is poised to lead this approach in market leveraging the insights of our cross-cultural research team at Bastion Insights, our international marketing experts at Bastion China and those within Effect’s broader international division.”


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