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Xinxin Zhang

Xinxin Zhang

Regional Director, Asia Pacific
+86 138 1117 8594

As Regional Director for the Asia-Pacific region, Xinxin is responsible for ensuring that Preferred by Nature’s interests are well represented and for identifying, pursuing, and implementing opportunities where Preferred by Nature can have a positive impact in line with our mission.

Additionally, Xinxin provides leadership and strategic vision by developing and executing the Regional Market Development and sales strategy for our sustainability services, including certification and advisory, while tracking and analysing regional market trends.

Xinxin has over 15 years of experience in sustainability and corporate due diligence and is currently responsible for business development, management, and marketing in the Asia-Pacific region at Preferred by Nature.

Before joining Preferred by Nature, Xinxin held several key positions in the sustainability sector. She served as the China Country Representative for the Rainforest Alliance, where she was responsible for transforming the Chinese market. She also worked as Senior Officer for WWF's China-Africa Programme, contributing to sustainable development initiatives. Xinxin's experience includes roles as a Sustainability Specialist at IKEA and as a Research Assistant at the Chinese Academy of Forestry.

Educated at the University of Göttingen in Germany and the University of Wales in the UK, Xinxin holds double master's degrees in sustainable management of natural resources and land conservation and management. Her academic background, combined with extensive field experience, makes her an invaluable asset to Preferred by Nature.

In addition to her management responsibilities, Xinxin is actively involved in fieldwork and serves as a trainer for the EU Deforestation initiative. She is also a lead auditor and trainer for FSC forest certification.

Xinxin joined Preferred by Nature in 2018.

"As a leading provider of innovative sustainable natural resource management solutions, gathering some of the best expertise in the world, I feel privileged to be part of Preferred by Nature."

Skills at a glance
  • FSC Forest Management (FM) Auditing
  • FSC Chain of Custody (CoC) Auditing
  • FSC FM and CoC Expert Course Trainer
  • EUDR advisory and training
  • CanopyStyle Viscose Framework and Standard Auditing
  • Project management and project advisory work
  • EU Timber Regulation and LegalSource technical support/expertise
  • MSc in Natural Resources and Forest Management, and Land Conservation and Use
  • Languages: Chinese and English
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Other staff members from China

Senior Sustainability Specialist
gzhao@preferredbynature.org
Senior Sustainability Specialist
gwang@preferredbynature.org
Supply Chain Specialist
gsong@preferredbynature.org
Forestry Manager
rhuang@preferredbynature.org
Senior Operations Specialist
hchen@preferredbynature.org
Country Representative China
jsun@preferredbynature.org