40 Under 40 2024: Jacob Lin, Leap Strategy

Jacob Lin

Founder and CEO
Leap Strategy
China

Launching a marketing shop at the height of a global crisis requires a unique blend of vision and resilience. In early 2020, as the world grappled with the shock of the Covid pandemic, Jacob Lin founded Leap Strategy. With no roadmap for navigating large scale crises, shutdowns or lockdowns, Lin’s decision to start his own agency during such uncertain times speaks volumes about his confidence and adaptability.

Leap Strategy was born out of Lin’s experience in digital marketing, having previously led e-commerce strategy at the L'Oréal Group. There, Lin played a key role in driving the company’s success during mega online sales events like 6.18 and 11.11, helping solidify the brand’s dominance in China’s fiercely competitive e-commerce space. But Lin had bigger ambitions. He saw an opportunity to create an agency that would not only deliver business results but also foster genuine connections between brands and their audiences.

In just four years, Leap Strategy has grown into a formidable player in China’s marketing industry. With clients such as L'Oréal, CICC, and Li-Ning Group, the agency has also successfully incubated influencer accounts with a combined following of over 20 million. Lin himself is an influencer with more than two million followers across Douyin, Bilibili, and Red, where he shares culturally relevant content aimed at bridging the gap between China and the world.

One of Lin’s standout achievements is creating the “3I” strategy—Initiate, Inspire, Influence—which has transformed employer branding for several multinational companies. For example, for a multinational conglomerate, he built the largest foreign-owned employer branding account on Douyin with over 500,000 followers. The brand found the initiative effective in engaging younger audiences, a testament to Lin’s knack for understanding Gen Z and the evolving digital landscape.

For a premium real estate client, Lin’s team built the largest Douyin account in the professional services sector, generating over two million followers. This not only expanded the client’s digital footprint, but also opened new revenue streams, showcasing Leap Strategy’s ability to deliver tangible business results. Last year, Lin also spearheaded the brand revamp of an iconic American sportswear label, breathing new life into its image and driving a surge in sales.

Recognising that true success extends beyond profits and visibility, and focusing on creating a more equitable and inclusive world—Leap’s workforce is over 70% female. 

The agency also reports a remarkably low turnover rate, with Lin championing the "Leap Forward" mentorship programme for underrepresented groups. 

Lin's DE&I vision extends far beyond the walls of his own agency. He leads Leap’s Equal Opportunities Network, collaborating with Fortune 500 companies to develop and share industry-wide best practices. He has also spearheaded the creation of a DE&I toolkit, which has been adopted by over 15 companies to improve their hiring practices and workplace policies.

For climbing up the ranks and blending innovation with social impact, Jacob Lin is a deserving member of Campaign’s 40 Under 40 class of 2024.