Staff Reporters
May 16, 2024

Asia-Pacific Power List 2024: Grace Zhu, Mondelez

Steering the marketing team at Mondelez, Zhu has successfully led business growth and brand transformation for brands such as Oreo and Stride in China.

Asia-Pacific Power List 2024: Grace Zhu, Mondelez
SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
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Grace Zhu 

VP, marketing and growth
Mondelez
China
New member

Grace Zhu has emerged as one of the most transformative leaders in China’s highly competitive FMCG sector, having developed comprehensive digital systems and route-to-market strategies for Mondelez, while expanding into lower-tier markets, and propelling Oreo’s growth into double digits.

With Zhu's guidance, Oreo in China has transformed from a biscuit-only brand to a leading bakery brand. Last year, Oreo launched Airy and Frozen cakes in China, recognised as a “groundbreaking” innovation by the F&B industry and awarded in 2023 by NielsenIQ. Oreo has now reached nearly half of all households in China through its brand campaigns and has won numerous industry accolades, including Brand of the Year by Effie China and Top Brand of the Year by Forbes China

In 2023, Zhu also led her team to collaborate with the Tsing Hua Global MBA programme to formulate a business case for Oreo’s growth in China which has since been officially incorporated into the school’s case library for MBA students, setting an industry benchmark for marketing effectiveness. 

Beyond Oreo, Zhu doubled Chips Ahoy’s business in three years by sharpening its proposition and pivoting to social-led communications. She also transformed the media strategy for Stride, making it content-focused despite a smaller media budget and establishing it as the top chewing gum brand for Gen Z consumers in China.

Selected as one of the “amazing women” in the food and beverage industry by Chinese industry publication FBIF, Zhu often leverages Mondelez’s extensive reach to maximise the impact of corporate social responsibility initiatives, including adopting recyclable packaging, upgrading product nutrition profiles, and supporting brand charity programmes.

Having won prestigious marketing awards across China and across the region, Zhu has been frequently invited to deliver keynote speeches at various prominent industry forums, sharing her expertise in brand management, digital marketing, and ecommerce to inspire marketers beyond her own team.

Previously, Zhu had worked for PepsiCo Foods in China since 2005. Growing all the way from senior account manager to nutrition category general manager during her tenure at PepsiCo, she established end-to-end commercial planning and customer management processes and capabilities for the brand while leading the transition of ecommerce towards creative commerce. She then moved to Mondelez China, taking on the role of vice president for sales in 2019 before stepping into the CMO role in 2021. 

SEE THE FULL 2024 POWER LIST
Asia-Pacific’s 50 most influential and purposeful marketers
#AuthenticLeaders

 

Source:
Campaign Asia

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