Grace Zhu joined Mdlz China in May 2019. Currently, she is VP of MKT & Growth dept, Mdlz China, and her work scope covers marketing, I&A, ecommerce and food service functions. Over the past 20 years’ career, Grace Zhu has successively played important roles in different companies, such as Nielsen, Pepsico. From consumer insight, sales to marketing, she has rich experience and unique views on food industry. From 2019 to the end of 2021, Grace Zhu was appointed as Sr. sales director, Mdlz China.
In two and half years. she designed and implemented sharp sales strategy, building on the strong fundamentals that an execution excellence team already had, and led to the stepped changes of sales function. Then, she has been appointed as VP, MKT & Growth, Mdlz China. She leads the team consolidating more end-to-end strategy into consumer space with her deep understanding of China market and its evolvement and sticking to consumer/customer centricity.
International Plenary Hall - Level 2 of North Lobby west
From the launch of "Spring Oreo" to the release of Oreo Thins and Mini, and the popularity of Cloud Cakes among consumers, the Oreo brand under Mondelēz seems to never grow old. The successful product combination innovation model that has been proven on Oreo is also gradually inherited by other brands such as Chips Ahoy! and Ritz.
Behind this success, how does Mondelēz China continue to innovate and accumulate brand assets based on the market orientation of "Go-Deep, Go-Up, Go-Online"?
International Plenary Hall - Level 2 of North Lobby west
In the past, people were represented as numbers derived from attitude surveys in marketing. However, with the advancement of digital tools, individuals are now perceived as multifaceted entities with attributes encompassing attitudes, behaviors, and social factors.
Brands were abstract concepts that were difficult to define and measure. However, now they have evolved into tangible assets that can be measured and accumulated through a series of actions.
In this topic, we would like to discuss the transition from a one-dimensional perspective of people to a multidimensional one, as well as the transformation of brands from ambiguity to measurability.