It’s easy, in an industry built on pixel pitch, processors and panel finishes, to lose sight of the people actually making it all work. LED Studio’s Life Behind the Screens is where we step away from the spec sheet and introduce them properly: the engineers, the project managers, the people quietly solving problems most customers never see. Each instalment is a chance to find out how they got here, what they’re working on, and how their part fits into where LED Studio is headed next.
The Bridge Between People, Projects and Possibilities
Every successful LED project has a story behind it. Not just of the technology, the engineering or the installation, but of the people working tirelessly behind the scenes to make everything come together.
For LED Studio, one of those people is Sherry Xie.
Based in Xi’an, China, Sherry is the vital link between LED Studio’s global teams and its network of factories, engineers and manufacturing partners. Whether she’s answering technical questions, coordinating production schedules, supporting factory acceptance testing, managing customs paperwork or solving after-sales issues, chances are Sherry has had a hand in keeping the project moving.
She smiles when she describes her role.
“I’m like a bridge,” she says. “Anything they need, technical or commercial, I need to get an answer.”
It’s a simple description, but it perfectly captures what she does every day: bringing people together, solving problems and making complex international projects feel seamless.
A Day That Never Really Stops
Working across continents means Sherry’s day follows the sun.
Her mornings are spent working closely with colleagues and manufacturing partners across China. As Europe wakes up, her attention shifts to supporting the UK and European sales teams. By evening, it’s often time to answer questions from colleagues in North America before preparing everything for the next day.
It would be easy to imagine the role as a constant stream of emails and phone calls, but there’s much more to it than that.
Sherry isn’t simply translating languages. She’s translating expectations.
She understands what customers need, what engineers require, what factories can deliver and how different cultures communicate. That unique perspective allows her to keep projects moving without unnecessary confusion or delays.
“I know what our team thinks and what the client thinks,” she explains. “It’s easier for me to translate between them and make sure everything happens efficiently.”
Building Something from the Ground Up
Before joining LED Studio, Sherry had already built an impressive career in international business, working with companies including QS Tech and BOE across sales, marketing and channel management.
Following the pandemic, she was ready for a new challenge.
That opportunity came through someone she’d known professionally for more than ten years: Rob Bint.
She describes him as innovative, professional and genuinely caring towards his team. It was those qualities that convinced her LED Studio would be somewhere she could grow.
Nearly three years later, she’s never looked back.
One of her proudest achievements has been helping establish LED Studio’s China office.
It wasn’t simply about doing her existing job in a new location. It meant stepping into unfamiliar territory: learning finance, administration, recruitment, training and creating new processes that worked for both the business and the local culture.
It’s a challenge she embraced wholeheartedly.
Finding Order in Complexity
International manufacturing is rarely straightforward.
A single project can involve hundreds of individual decisions. Technical specifications, bills of materials, lead times, pricing, logistics, quality control, customer expectations and after-sales support all have to align perfectly.
“Sometimes there are too many details and too many pieces in one project,” Sherry says. “They’re all connected, so everything has to happen in the right order.”
It’s exactly the kind of puzzle she enjoys solving.
By working closely with factories to analyse every order before production begins, she helps ensure the finished product matches exactly what customers expect, while avoiding unnecessary delays or costly misunderstandings.
It’s work that often goes unseen, but it has a huge impact on every successful delivery.
Never Stop Learning
Spend just a few minutes talking to Sherry and one thing quickly becomes obvious.
She loves learning.
The LED industry evolves incredibly quickly, and that’s exactly what keeps her engaged.
“We’re not selling standard products,” she says. “We’re creating turnkey solutions. Every project is different, so it never gets boring.”
She keeps herself informed by following industry news, monitoring currency markets, attending exhibitions and staying connected through Chinese media platforms.
Among the emerging technologies she’s most excited about are Chip-on-Glass (COG) and e-ink displays, particularly the potential COG offers through its improved brightness, contrast and visual performance.
For Sherry, learning isn’t something you schedule.
It’s simply part of everyday life.
Using AI to Work Smarter
Like many professionals, Sherry has already embraced AI as part of her daily workflow.
Tools such as DeepSeek have transformed the way she handles translation, allowing her to convert Chinese documents, drawings and technical information into English in a fraction of the time.
“Before, I had to type and translate everything myself,” she laughs. “Now AI helps me so much with cross-cultural communication.”
But she’s also realistic.
Technology is an assistant, not a replacement.
She still carefully checks every translation to make sure the technical meaning and context are exactly right.
Looking ahead, she’s excited by the possibility of AI doing even more: bringing together information from multiple sources and automatically generating professional documentation, technical solutions and manufacturing information.
Relationships Built on Trust
When asked what matters most in international business, Sherry doesn’t hesitate.
“Honesty.”
For her, successful business is built around mutual success.
“Business is win-win,” she says. “If one side wins and the other loses, it won’t last. The best relationships are the ones where everyone succeeds together.”
It’s a philosophy that’s reflected throughout everything she does.
Whether she’s helping customers understand manufacturing constraints, supporting factories with customer requirements or assisting colleagues across different countries, her focus is always the same: building trust through openness, clarity and collaboration.
Beyond the Office
When work finally slows down, Sherry swaps production schedules for open roads.
She loves road trips through China’s mountains, sometimes driving hundreds of kilometres simply to explore somewhere new.
“Driving helps take the stress away,” she says.
Photography is another passion, and she rarely travels without a camera.
Her quick-fire answers reveal plenty more about her personality. She’s a night owl, prefers city breaks over beach holidays, always chooses a window seat on a plane, and would happily spend an evening reading a good book. Chinese hotpot and barbecue top her list of favourite meals, while Italy remains her dream destination, for its architecture, culture and incredible food.
And if she could instantly master one completely different profession?
A pop singer.
More Than Just a Job
Although Sherry works thousands of miles away from LED Studio’s UK office, she never feels distant from the team.
“I feel very lucky to have met this team during this period of my career,” she says. “Even though I’m far away, it really feels like one big happy family.”
It’s a fitting reflection for someone whose entire career revolves around bringing people together.
Behind every successful project is someone connecting ideas, solving problems, answering questions and quietly keeping everything moving.
For LED Studio, that someone is Sherry Xie: the bridge between continents, cultures and people.
Sherry’s story is one part of a bigger one. Behind every LED Studio project there’s someone bringing their own experience to the table, and Behind the Screens exists to introduce them properly, one instalment at a time. Keep an eye out for the next one.
Sherry’s story is one part of a bigger one. Behind every LED Studio project there’s someone bringing their own experience to the table, and Behind the Screens exists to introduce them properly, one instalment at a time. Keep an eye out for the next one on our News & Blog page.
