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.