Women to Watch 2025: Alan Ma, Ruderfinn

Alan Ma

Head of RFI China
Ruder Finn
China

Alan Ma joined Ruder Finn in 2016 to lead RFI, the digital arm of the comms firm, and has since played a pivotal role in its growth and success. Today, RFI contributes 10% of Ruder Finn China's total business revenue. 

Ma solidified RFI as a digital powerhouse by blending new media platforms with technical innovation to deliver measurable impact for global brands. She has delivered several standout campaigns, from a viral TikTok filter for Bobbi Brown that trended in the platform’s Top 11 Hot Searches, to Porsche’s award-winning WeChat Media Center which is still in RFI’s portfolio eight years later. She also led high-profile projects for La Mer, Audi, Estée Lauder, Dolby, Johnson & Johnson, Tencent, Nestlé, and more. 

Beyond creative excellence, Ma built RFI’s technical development unit, pairing UI designers with account teams to deliver automation, data analysis, and workflow optimisation. Her innovations have fueled major client successes, such as saving Tencent millions of RMB through a long-running measurement system. Under her leadership, RFI’s revenue skyrocketed from under 1 million RMB (US$140,000) to over 23 million RMB (US$3.2 million) in just eight years—proof of her ability to deliver sustained business growth through a fusion of creativity, technology, and strategic vision.

A huge element of Ma’s success has been her expansion of the team which started off from fewer than 10 people to over 50 today. She’s committed to building a workplace that attracts diverse talent and supports individuals from all backgrounds. Outside the agency, through her involvement with the China Foundation for Poverty Alleviation (CFPA), she regularly delivers workshops and training in digital marketing and communications to underprivileged communities. 

From mentoring students to supporting client growth, Ma is dedicated to building strong teams and fostering a connected digital network that contributes to the industry’s development.