Nicolas
Chu
Driving innovation, leading with purpose
In less than 80 words...
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Dad, husband, global traveller, foodie, tech entrepreneur, runner & personal development enthusiast.
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CEO & Founder of Sinorbis
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Professor of Practice in Marketing at UNSW Business School
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Past 25 years: Led Fortune 500s (Amadeus, Expedia, Orbitz) and tech startups in Europe, the US, and APAC
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Board advisor, non-executive director & investor (not that successful…) mainly in technology and digital.
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Author of How to Succeed in a Website Project (Eyrolles Publishing)
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Born in London, grew up in Paris, currently lives in Sydney.
CEO & Founder
Sinorbis
After facing the challenges of promoting a brand in Asia without much local presence, I realised just how difficult it could be for international organisations to truly connect with audiences in this vibrant region.
That’s what inspired me to start Sinorbis: a digital experience platform (DXP) built to make a real difference.
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At Sinorbis, we’ve tackled a significant challenge: making digital marketing in high-growth, high-potential Asian markets, including China, not only accessible but also efficient and straightforward.
My goal has always been to empower organisations around the world to engage with these incredible markets at scale, bridging gaps and creating opportunities for meaningful connections.
Professor
UNSW Business School
​I serve as a Professor of Practice in Marketing at the University of New South Wales (UNSW) Business School in Sydney, where I contribute to bridging academia and industry.
My key roles include:
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Professor of Practice in Marketing: Developing innovative research topics, supporting course content creation, and fostering relationships between the University and industry leaders.
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Co-Chair of the Marketing Analytics Symposium: Leading UNSW’s flagship marketing event, which has become the most significant marketing analytics event in Australia and the largest in the southern hemisphere, bringing together academics and practitioners.
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Guest Lecturer:
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UNSW various Marketing Courses
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UNSW AGSM MBA program
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NYU Stern MBA International Week
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​Council Member of the UNSW Marketing Leadership Forum: Collaborating with fellow council members to drive initiatives and shape the future of marketing at UNSW.
Each of these roles gives me the opportunity to learn, share, and contribute to the dynamic world of marketing.
Investor/Advisor
Altpure
Altpure is my personal venture, born out of a desire to combine my experience in digital transformation, international business, and technology to help businesses thrive.
Through strategic consulting, investments, and entrepreneurial projects, I aim to drive innovation and support sustainable growth.
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At Altpure, I’m passionate about partnering with companies across industries to explore forward-thinking solutions, unlock new opportunities, and create lasting value.
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If there’s a project you’d like to share, I’d love to hear from you.
Blogger
Nico's Musings
Nico's Musings is my personal blog, a space where I share my thoughts and reflections on a variety of topics that fascinate me.
From health and personal development to business strategy, marketing, stoicism, positive psychology, science fiction, and history, I explore ideas that inspire me and sometimes challenge the norm.
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In each post, I draw on both my professional journey and personal experiences to offer insights and perspectives. It’s my way of connecting with others who share a curiosity for these diverse areas.
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I hope you find something here that sparks your interest
Author
Réussir un Projet de Site Web
Réussir un Projet de Site Web, published by Eyrolles in France, is a project I’m especially proud of.
This book is my way of sharing practical advice and insights to help individuals and businesses successfully plan, develop, and launch impactful websites.
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Drawing from my experience in digital strategy and web development, I’ve outlined the essential steps: from conceptualisation to execution.
The book dives into key areas like user experience, content strategy, design, and technical implementation, aiming to simplify the complexities of web projects.
Whether you’re just starting out or already an experienced professional, I hope this guide proves helpful in navigating the challenges of web development and achieving long-term success online.
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