Cross Worlds is led by people who have built and run premium brands — not only invested in them.
An operator and investor who builds and scales premium consumer and technology brands across the United States and China.
Isabel is the founder of Cross Worlds. She brings a rare combination — US market expertise, China execution depth, capital-markets experience, and brand-building capability — and her work consistently connects US brand credibility with China's manufacturing and technology strength.
Isabel and her team have launched, built, and scaled multiple US brands — several by more than five-fold — and built long-term, trusted partnerships across the outdoor, wellness, and consumer-technology sectors.
Isabel was Managing Director at Puji Capital US, a cross-border private-equity firm, focused on buyouts and investments in consumer technology and digital entertainment alongside leading Asian family offices — structuring cross-border businesses built to succeed in both US and Asian markets.
Earlier, at Mattel's Los Angeles headquarters, she served as Head of Corporate Development for China and Director of Global Business Development, leading joint ventures and strategic partnerships with Tencent, Alibaba, JD, NetEase, and Fosun. She began her career in M&A and joint-venture roles at Cummins, leading investments in energy and advanced technologies — work that demanded rigorous standards of safety, durability, and enterprise trust.
Our operating-platform team brings a breadth of relevant local and global experience — from leading consumer, retail, technology, and outdoor companies across the US and Greater China.
Operating-platform team logos to be added.
Cross Worlds is supported by an advisory group spanning brand and culture, M&A and strategy, and commercial growth. Names to be announced.
Global brand-building and creative relevance for premium consumer brands.
To be announcedCorporate development, transaction structuring, and exit positioning.
To be announcedDemand creation, e-commerce, and omnichannel scaling across markets.
To be announcedWith Cross Worlds, the operator and the owner are the same — there is no learning curve after close.
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