Meet the Team
Meet our team members
Lincoln Liu (He/Him)
Founder
Group Managing Director
Over 10 years of hands-on experience in international trade across the EU, UK, and China. Before founding Pinecone Group., Lincoln worked in the recycling industry, gaining deep insight into global supply chains and market entry. Recognised for connecting global brands with Chinese consumers, he has led success in management, channel expansion, marketing, operations, and M&A.
A true industry practitioner with a solid finance background, Lincoln is known for turning strategy into execution with speed, precision, and commercial impact.
Passionate about driving growth, enabling cross-cultural opportunities, and helping brands compete internationally.
Frank Xu (He/Him)
Board Member
Group Manging Partner
Entrepreneur and experienced business leader in supply chain, logistics, and e-commerce area.
Experienced international supply chain and logistics business leader. Worked in China, Australia, Africa, and Europe/UK in the last 17 years.
Former JD,com Inc. UK Country Head. Business management, team development, P&L ownership, sales, planning, operations, multi-culture, multi-location & cross-functional teamwork.
Shengyang Cui (He/Him)
China General Manager
Group Managing Parnter
With 10+ years in cross-border commerce, Shengyang brings both strategic vision and technical execution.
As Former China President of 51 Group, he led RMB 2B+ in annual brand sales, built an integrated "activation-to-distribution" model, and drove 30% CAGR.
He streamlined UK-China logistics, cut inventory turnover to 90 days, and helped secure EMS partnership. His scalable model attracted strategic capital, driving exponential valuation growth.
Lisa He (She/Her)
Brand Parnter
Managing Partner
Graduate from Edinburgh University with Law and Aix-Marseille Université with French Double Degree. Experienced legal background from Bedell Cristin.
Consulting experience across Beauty, Health and Wellness, Food & Beverage and Alcohol business.
Lisa is a Scottish-Chinese actor and finalist in the Miss Universe GB competition in 2021 and a finalist in the Miss Scotland competition in 2022.
Head of Retail
Jason Wang (He/Him)
Former JD.com Inc. International Business Team Leader with 8 years of experience as a buyer and trader. Former Head of Automotive Care and former buyer in the food sector at COFCO International. Achieved over 500 million RMB in Automotive Care product trading.
Experienced in commodity and consumer goods trading. A resourceful team player.
Head of Marketing and Sales
Melissa Meng (She/Her)
Former JD.com Inc. International Business Team Leader, Head of Automotive Care, Head of Omni-Channel Marketing, and Head of Mother and Baby Care. Achieved over 100 million RMB in FMCG product trading.
Experienced consumer goods trader and resourceful team player.
Head of Supply Chain
Vincent Sun (He/Him)
Former Head of Sales at Avenue 51, achieving over 100 million RMB GMV in sales for the Royal Mail Tmall Global Flagship Store. A top-ranking service provider within the Alibaba Group Ecosystem, with extensive experience in international distribution and channel sales.
Skilled in business relationship building and development, and a resourceful team player.
Procurement Manger
Helen Zhao (She Her)
Graduated from the University of Edinburgh with, Sports Policy, management, and International Development master degree, love travel and music.
Otso Media Talent Manager
Ethan Yu (He/Him)
Music Theatre Study background Passioner. Assistant Talent Manager at Otso Media.
Pinecone Ltd
Operations Manager
Joe Wang (He/Him)
Extensive experience in distribution, marketing, and operations with specific knowledge of channel sales, import & and export, and digital marketing.
Pinecone Ltd
Ecommerce Manager
Tracy Xu (She/Her)
Graduated with an MA in UX and Service Design from Loughborough University. She runs the Influencer Marketing and Management system for Pinecone Group and Otso Media.
Otso Media Talent Manger (Freelancer)
Oliver Georgiou (He/Him)
Resourefully Talent Manager in Otso Media. Experienced in managing TikTok creators to collaborate with Brands with efficiency.
Otso Media Marketing Manager
Janette Taylor (She/Her)
Marketing for IM at Otso Media. Experienced in managing e-commerce creators to collaborate with Brands with efficiency.
Graphic Designer
Jason Law (He/Him)
Graphic Design from UAL background Passioner.