Jiunn Shih has joined Driscoll's, a global leader in strawberries, blueberries, blackberries, and raspberries, headquartered in California, in a newly created role of global chief marketing officer. He will be based in Hong Kong, relocating from Singapore, and will travel frequently to the U.S., starting from September 15.
Speaking exclusively to Campaign Asia-Pacific, Shih said his mandate as global CMO is “to shape the future of the marketing organisation to really sustain this tremendous growth and performance that the business has had over the last few years.”
He will also focus on translating brand power and category growth into “value for consumers and value for Driscoll's growers, while looking into the global brand strategy.”
When asked by Campaign about his motivation to move into a new brand, Shih cited his “personal conviction to build businesses and brands that are good for people, communities, and the environment” that sit at the "intersection of taste, health and sustainability."
What further excites him is the ability to work for a company known for its agri-tech advances. “Driscoll's has a unique combination of an innovation engine that has so much proprietary genetics," he tells Campaign. "They are constantly innovating better and better berries”.
From kiwifruit to berries, Shih says he wants to remain a "bridge between consumers and growers, building trust on both sides, and helping connect these two important stakeholders.” Noting many similarities between Driscoll's and Zespri, Shih wants to accelerate Driscoll's brand successes, particularly in North America, to a global audience.
Berry good marketing
This is where Shih's marketing chops kick in. Shih says he hopes to “drive creativity with a bit of edge,” understanding and sharpening distinctive brand assets, raising creative ambition, clarifying the jobs to be done by market, and working with the right agency partners.
“Creativity is probably the most important lever we can pull as marketers to deliver value creation for a business,” he says.
As a long-time brand CMO, Shih champions a “value creation narrative” for business but values talent over tools. Eager to build a world-class marketing team, Shis says its also important that they have fun, but "driven by conviction, creativity, and collaboration.”
Born in Taiwan and raised in Brazil and the U.S., Shih has lived and worked across cultures worldwide. Shih joined the New Zealand-headquartered business in 2016 as general manager of global marketing, was promoted to CMO in 2018, and later assumed broader leadership roles, including chief growth officer and global head of marketing, innovation, and sustainability. He was named to Campaign Asia-Pacific’s CMO Power List in 2025. He announced his departure from Zespri in July, marking the end of a nine-year tenure with the brand.
Prior to Zespri, Shih held senior marketing roles at Unilever, Syngenta, L’Oréal, British American Tobacco, and United Airlines, working across Brazil, China, the Netherlands, and Singapore.
