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"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
CEO
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
Chairman
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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WHO WE ARE

Management Team


Paula Beroza | Advisor

Ms. Beroza has more than 25 years of experience in investment banking. She has originated, structured and marketed over $26 billion of new debt and equity issues of U.S. and international companies. She has raised more than $2 billion in financing and M&A transactions with Chinese companies, including some of mainland China's first international equity offerings.

Prior to founding Sierra Asia, Ms. Beroza spent 11 years at Merrill Lynch. During the mid-1990's, she was appointed head of Merrill Lynch's Greater China investment banking group, where Ms. Beroza completed the first international equity offering of a mainland Chinese company. During this period, Ms. Beroza structured and placed innovative Asian financial products, helped multinational firms obtain access to the Chinese market, and she was among the first to bring Chinese enterprises into the international capital markets. Her work included introducing government regulators and Chinese companies to foreign investor expectations, regulatory practices, transparency issues, after-market trading, and other aspects of foreign financial markets with which they had previously had limited contact.

Prior to joining Merrill Lynch, Ms. Beroza worked in the High Yield Capital Markets and Private Placement divisions of Salomon Brothers, where she structured, arranged, negotiated and sold complex financings, leveraged products and loans to institutional investors. Prior to working at Salomon Brothers, Ms. Beroza spent five years with the Prudential Insurance Company of America, where she managed, negotiated and monitored a portfolio of private placements and participated in some of the first leveraged buyouts to be completed in the US market.

Ms. Beroza received her undergraduate degree in mathematics and her master's degree in finance from the University of California, Berkeley. Ms. Beroza is based in San Francisco, California.

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