About
Global Brand Builder
Helping Australian brands grow across borders.
Specialising in market expansion, brand reset, and accelerated growth — with deep expertise in taking Australian brands into China and the Asia-Pacific.
Work with meBrand strategy with real market experience
Carolyn Heath is a global brand builder and business growth expert, experienced at market expansion and resetting brands for accelerated growth. Over the past decade she has worked with Australian brands navigating the full arc of international expansion — from initial market assessment and localised brand positioning, through to trademark protection, channel strategy, and digital commerce activation in China. Her category focus spans consumer, health, wellness, beauty, baby, and food — areas where Australia's reputation as a clean and green producer carries genuine commercial weight in Asian markets. She understands both the strategic and operational complexity that comes with crossing a border, and brings hands-on experience to every engagement.
What Carolyn brings to your brand
China market entry expertise
Approximately 10 years working with Australian brands entering China, covering trademark registration, Chinese brand naming, KOL strategy, and digital commerce on platforms including Tmall and Xiaohongshu.
Brand positioning & reset
Helping brands identify their most compelling positioning — especially the 'clean and green' Australian provenance story that resonates strongly with Chinese and Asia-Pacific consumers.
Trademark & brand protection
Market expansion without trademark strategy is a significant risk. Carolyn integrates IP protection thinking into every expansion plan from the outset, drawing on direct experience with China trademark processes.
Ecommerce channel strategy
Practical experience selecting and activating on Chinese ecommerce platforms — Tmall, Taobao, and cross-border channels — including hero product selection, content localisation, and fulfilment considerations.
Areas of expertise
- Brand strategy and positioning for international markets
- Australia-to-China market entry planning
- Chinese brand naming and localisation
- Trademark registration strategy (AU and CN)
- Chinese social media and ecommerce platform strategy (Tmall, Xiaohongshu, WeChat, Taobao)
- Hero product selection and SKU prioritisation for new markets
- KOL and influencer strategy for Chinese digital platforms
- Health, beauty, food and consumer brand categories
Carolyn is a member of the Australian Marketing Institute (AMI) and contributes publicly to professional discourse on international brand expansion — including published thought leadership on marketing Australian brands in China.
Ready to take your brand further?
Whether you're mapping your first international move or resetting an existing market presence, reach out to start the conversation.
Get in touch