Staff Reporters
Jun 29, 2020

Asia-Pacific Power List 2020: Nini Chiang, Nestle

Leading an FMCG giant's marketing in a market that is also giant, Chiang has a mammoth task in keeping Nestle's brands current.

Asia-Pacific Power List 2020: Nini Chiang, Nestle
SEE THE FULL 2020 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#LeadersForGood
 

Nini Chiang

CMO, Greater China
Nestle
China

Being the chief marketing officer for Nestle in Greater China Region for more than five years, Nini Chiang has been a trendspotter and has demonstrated a clear understanding of her market, helping the 154-year-old company adapt toward the needs of younger consumers and new consumer behaviours.  

One step Nestle took was to start an internal incubator to develop products in line with more youthful tastes. Then, as traditional sales slowed during the pandemic and consumer health became top-of-mind, Nestle launched a customised product plan for consumers called nesQino, allowing people to choose their own light meals, promote a healthier lifestyle. 

The Chinese market has been a key focus for Nestle’s focus as the FMCG giant's second largest market. Part of its competitive edge has been to align with other strong brands. Last August for instance, Nestle teamed up with Starbucks in China to begin selling Starbucks-branded coffee products. 

SEE THE FULL 2020 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#LeadersForGood
 

 

Related Articles

Just Published

3 hours ago

Murdoch steps down: Succession stories aside, why ...

With Lachlan Murdoch now anointed as the heir to the Murdoch empire, real life appears less dramatic than TV.

3 hours ago

Samsung urges siblings to make the most of ...

Watch the film conceptualised by Cheil India here

11 hours ago

Formula One debuts the world’s first ‘kiss-activated...

Clearly innovation at F1 isn’t just limited to what’s under the hood—it extends to every aspect of the sport, including the way in which champions are celebrated.

12 hours ago

Cultural competency is critical to creative success ...

Whatever Hollywood may think, Asia is not a monolith. Rather, it's an incredibly complex region—home to 51 countries and over 2,300 languages. Mash's Rich Akers shares why what works for one Asian country may not work for another, and how brands can avoid partaking in what he terms as 'creative colonialism'.