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Sandpiper Appoints Estelle Xu as Director in Shanghai
November 2025
25 November 2025 – The Sandpiper Group (“Sandpiper”), the largest independent communications, public affairs, and research group headquartered in Asia Pacific and operating across the Middle East, has appointed Estelle Xu in the role of Director based in Shanghai.
Estelle will lead the continued growth of Sandpiper’s Shanghai office, helping to meet rising demand for strategic communications, issues and crisis counsel, and reputation advisory from multinational and domestic clients navigating China’s evolving business landscape and Chinese companies going global. She will oversee the office’s strategic development and bolster senior client advisory capabilities as Sandpiper looks to expand its mainland China presence.
Estelle will also work closely with Sandpiper’s leadership and teams across Asia Pacific and the Middle East to further build the firm’s financial communications and special situations advisory offering, supporting clients through complex transactions, capital market activity, and moments of heightened scrutiny.
With 15 years of experience spanning media, law, and high-stakes corporate communications, Estelle has advised clients through major market transitions, regulatory challenges, and critical corporate events. Her expertise includes corporate communications, financial and transactional communications, restructurings, compliance matters, and crisis situations, and working alongside senior executives across multiple industries.
Her appointment coincides with the growth of Sandpiper’s business across Asia Pacific and the Middle East, which now extends to 13 locations.
Emma Smith, Chief Executive Officer of Sandpiper, said: “Shanghai is an essential market for our clients, and Estelle brings a combination of strategic insight, financial communications experience, and crisis and issues expertise to accelerate the development of our team and capabilities on the ground. Her leadership will be central to strengthening our presence in mainland China and enhancing the support we provide across our regional network.”
Estelle Xu, Director, Sandpiper Communications, said: “I am excited to join Sandpiper at a time of such strong momentum across the region. Businesses are facing unprecedented opportunities and challenges, requiring trusted advisors with both a global perspective and deep local knowledge. I look forward to partnering with our talented team to further expand our Shanghai presence and support clients as they manage reputation, risk, and transformation.”
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