In This Section

"Sierra Asia delivers. For us in China, they brought access, built bridges, developed commanding positions and accelerated accomplishment in China... and we have been working successfully in China for over a decade.""
Patrick Jenevein
Tang Energy Group

"Lee guided us through the ins and outs of the Chinese business and entertainment world, allowing us to avoid many of the common mistakes newcomers to China make."
Robert Nederlander
Jr. President
Nederlander Worldwide Entertainment

"I am particularly impressed with Paula's ability to connect with senior Chinese clients. Her proven track record in adapting and excelling in new business environments and her abilities to understand, appreciate and leverage unique cultural intricacies and nuances will be of particular value to her clients."
Charles Li
JP Morgan, China

"Lee Sands was essential to our efforts to establish the first sanctioned Cooperative Joint Venture in the highly sensitive youth culture oriented music business in China. The depth of his cultural awareness, linguistic skills and familiarity with Chinese Government personnel and process were the practical key to our success in our market entry strategy."
John Dolan
Former Senior Vice President of Business Development
Sony Music

Lee's "tenacity and street smarts win raves from U.S. business."
Business Week

Lee was commended for "developing a negotiating strategy for persuading China to drop a range of restrictions on foreign companies, and to phase out protection for state-run industries."
The New York Times

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Management Team

Collectively, Sierra Asia's team of professionals has represented more than 50 major corporations in China from the U.S., Europe and Japan, helping them successfully execute transactions that opened the door to significant profitability. We have particularly deep expertise in industries that have benefited from China's implementation of World Trade Organization treaties, including media/entertainment, clean technology, information technology, financial services and consumer products.

Lee Sands | Managing Director

Mr. Sands has more than 30 years of work experience in Asia in both the public and private sectors. Prior to founding Sierra Asia Partners, Mr. Sands founded and served as Chairman of MBP Consulting, a consulting practice of Mayer, Brown, Rowe & Maw. Prior to joining the private sector, Mr. Sands was the chief US trade negotiator with China.
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William A. Lofft | Managing Director

William A. Lofft has 30 years of executive and financial management experience. He has founded, owned, operated, financed, served on the board of directors, and been an executive for a broad array of technology, energy and media businesses including: electronic media measurement, print media, broadband Cable and Satellite television distribution technology, the San Diego Super Computer Center, as well as nuclear and advanced fossil fuel power. As a serial entrepreneur and five-time CEO, he has spent a career interpreting change and identifying opportunity across multiple industries - both domestically and internationally. Mr. Lofft was recently a member of the Regional US Bank Board, has been past President of the World Trade Association of San Diego and was a Commerce Department appointee to the San Diego District Export Council.
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Joe Massey | Partner

Joseph Massey has more than forty years Asian experience. Professor and Founding Director of the Center for International Business at Dartmouth's Tuck School of Business from 1992 to 2007, Massey taught graduate courses on doing business in China and Japan and directed Tuck's international business consultancy, which during his tenure conducted 115 assignments for more than 50 multinationals, local companies, NGO's and governments in over 30 countries. Massey personally supervised nearly 30 projects in Asia. From 1982 to 1992, Massey held White House posts at both the Office of the U. S. Trade Representative (USTR) and the Office of Policy Development. As Assistant USTR and chief U.S. trade negotiator with China and Japan from 1985 to 1992, he led U.S. negotiating teams in all talks with China, resulting in landmark agreements on intellectual property protection and market access, and with Japan in many sectors from satellites and semiconductors to pharmaceuticals, insurance and agriculture. He has a Ph.D. from Yale and was a Research Scholar at Tokyo University.
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Frank Craighill |Partner

Frank Craighill is the chairman and chief executive officer of Altis Marketing LLC. Altis is actively involved in the world of sports marketing as well as pursuing several private equity opportunities. Widely regarded as a leading authority and influential voice in Olympic sponsorship, Mr. Craighill was part of the team that pioneered the modern approach to global Olympic sponsorship in the early 1980's and developed The Olympic Program (TOP). During the 1996 Atlanta Games, Advantage International, a firm he co-founded, handled the sponsorship plans for 10 official Olympic sponsors.
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Jia Mingru | Partner

Mr. Jia, L.L.B. of Beijing University, has long-term experience working in China's State Council Legislative Office and in other central government departments. Mr. Jia was one of the key members of the Chinese delegation in the Sino-US IPR negotiations. He has directed or participated in the drafting and reviewing of hundreds of laws, administrative regulations, and policy documents of China. They include patent trademark law and copyright laws, and the laws for Countering Unfair Competition, Protection of the Rights and Interests of Consumers, Technology Contracts, Pharmaceutical Administration, Food Hygiene, Education, and Physical Culture and Sports. Further, Mr. Jia has played a critical role in important regulations relevant to computer and software, publishing, radio, film and TV broadcasting, entertainment and performance, and audio visual products.

Fang Quanlin | Partner

A partner of Sierra Asia in Shanghai, Mr. Fang had a long and distinguished career in the Chinese central and provincial governments, in Beijing, Nanjing and Shanghai. In Shanghai, Mr. Fang served as Director of the Shanghai Cultural Bureau and Deputy Director of the Shanghai Propaganda Department before retiring. Mr. Fang is now Chairman of the Sanjiu Entertainment & Cultural, Ltd in Shanghai.