Tom SooHoo has 23 years of extensive managerial, development, operational, and startup experience across a number of global brands in the food services, branded footwear/apparel, internet, and retail industries. Prior to joining SFC, SooHoo was the Managing Director – Greater China, for Baskin Robbins the world’s largest specialty ice cream company. SooHoo was also CEO of eLong Inc., a NASDAQ listed affiliate of Expedia Inc. and one of the leading on-line travel agencies in China. Previous to this, he was Managing Director, South China Region for McDonald’s China, overseeing 325 company-owned restaurants. He also served as General Manager for Nike Southeast Asia and has held senior operational positions at Nike China, Hyatt Hotels International and Cabot Corporation. Tom holds an MBA from the Kellogg Graduate School of Management, Northwestern University and completed his Bachelor of Arts at University of California, Berkeley.

Based in Shanghai.