Linda started her career in media in her home country Malaysia. With over 20 years’ experience, she’s worked in Malaysia and China before moving east, to London, in 2011 as Zenith’s Global Strategic Insights Director. As a practitioner of psychology and behavioural economics, she applies valuable understandings to lead a meaningful life and to help clients deliver better business outcomes. Using her work, cultural background and understanding and life experiences, she has authored reports addressing current consumer issues, such as ‘Ready to Shop: Unlocking the Potential of China’s Frontier Markets’, which provided marketers with tools on how to capture the hearts of Chinese consumers. Her recent reports include ‘The Pursuit of Happiness: Creating Meaningful Brand Experiences for Millennials’ and ‘Artificial Intelligence Powering the Consumer Journey’.