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With over 15 years of marketing leadership experience, I am a strategic innovator with a deep commercial acumen honed in Blue Chip FMCG environments. My expertise spans brand development, portfolio strategy, and driving growth across local and global markets (ANZ, APAC). I am passionate about transforming brand potential into tangible business outcomes by blending visionary thinking with executional excellence. I have a proven track record of inspiring large teams and fostering a culture of innovation to achieve exceptional results. Whether developing groundbreaking innovation strategies, driving brand renovations, or managing complex portfolios, I am adept at navigating both high-stakes environments and the intricacies of large matrix organizations. Key highlights of my approach include championing innovation and portfolio management across local, regional, and global landscapes, and building strategic blueprints tailored for local success.…With over 15 years of marketing leadership experience, I am a strategic innovator with a deep commercial acumen honed in Blue Chip FMCG environments. My expertise spans brand development, portfolio strategy, and driving growth across local and global markets (ANZ, APAC). I am passionate about transforming brand potential into tangible business outcomes by blending visionary thinking with executional excellence. I have a proven track record of inspiring large teams and fostering a culture of innovation to achieve exceptional results. Whether developing groundbreaking innovation strategies, driving brand renovations, or managing complex portfolios, I am adept at navigating both high-stakes environments and the intricacies of large matrix organizations. Key highlights of my approach include championing innovation and portfolio management across local, regional, and global landscapes, and building strategic blueprints tailored for local success.

Cindy Fu

Brand Strategist, Marketing Strategist, Creative Director, +7

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With over 15 years of marketing leadership experience, I am a strategic innovator with a deep commercial acumen honed in Blue Chip FMCG environments. My expertise spans brand development, portfolio strategy, and driving growth across local and global markets (ANZ, APAC). I am passionate about transforming brand potential into tangible business outcomes by blending visionary thinking with executional excellence. I have a proven track record of inspiring large teams and fostering a culture of innovation to achieve exceptional results. Whether developing groundbreaking innovation strategies, driving brand renovations, or managing complex portfolios, I am adept at navigating both high-stakes environments and the intricacies of large matrix organizations. Key highlights of my approach include championing innovation and portfolio management across local, regional, and global landscapes, and building strategic blueprints tailored for local success.…With over 15 years of marketing leadership experience, I am a strategic innovator with a deep commercial acumen honed in Blue Chip FMCG environments. My expertise spans brand development, portfolio strategy, and driving growth across local and global markets (ANZ, APAC). I am passionate about transforming brand potential into tangible business outcomes by blending visionary thinking with executional excellence. I have a proven track record of inspiring large teams and fostering a culture of innovation to achieve exceptional results. Whether developing groundbreaking innovation strategies, driving brand renovations, or managing complex portfolios, I am adept at navigating both high-stakes environments and the intricacies of large matrix organizations. Key highlights of my approach include championing innovation and portfolio management across local, regional, and global landscapes, and building strategic blueprints tailored for local success.

Available to hire

With over 15 years of marketing leadership experience, I am a strategic innovator with a deep commercial acumen honed in Blue Chip FMCG environments. My expertise spans brand development, portfolio strategy, and driving growth across local and global markets (ANZ, APAC). I am passionate about transforming brand potential into tangible business outcomes by blending visionary thinking with executional excellence.

I have a proven track record of inspiring large teams and fostering a culture of innovation to achieve exceptional results. Whether developing groundbreaking innovation strategies, driving brand renovations, or managing complex portfolios, I am adept at navigating both high-stakes environments and the intricacies of large matrix organizations. Key highlights of my approach include championing innovation and portfolio management across local, regional, and global landscapes, and building strategic blueprints tailored for local success.

Skills

Branding

Leadership

Copywriting

Experience Level

Branding

Expert

Leadership

Expert

Copywriting

Expert

Language

English

Fluent

Work Experience

Senior Marketing Manager ANZ at Clorox ANZ

April 1, 2024 - March 25, 2025

Led portfolio of GLAD, Burt’s Bees, and Pet Wellness with a $400M ANZ revenue footprint. Managed a Trans Tasman team of 4. Drove portfolio optimization aligned to the Long Range Plan and 3-Year Growth Plan; delivered Burt’s Bees turnaround by redefining growth strategies and recalibrating the product portfolio; sustained GLAD growth through trade-up opportunities and adjacent innovations; led a strategic revamp of GLAD’s growth agenda with premiumisation in Trash.

Group Marketing Manager (Global Brand Leadership) – Muffin Break & Jamaica Blue at Foodco Group

January 1, 2023 - March 1, 2024

Led brand and portfolio transformation for Muffin Break and Jamaica Blue; defined omnichannel strategy, including leadership of brand, trade marketing (LAM), digital and new sales channels; drove a digital loyalty overhaul and 20% same-store sales growth for Muffin Break, plus 8% growth in Jamaica Blue coffee with targeted NPD and rotational campaigns.

Regional Marketing Manager (APAC) at Lactalis International Division

October 1, 2018 - January 1, 2023

Senior Leadership Team member for APAC; responsible for portfolio value of $500M Revenue across key markets (Singapore, China, Hong Kong, PNG, South Korea, NZ). Developed a 5-year brand blueprint for Pauls in Asia; delivered 20% YoY growth in 2020; launched new product segments in Asia; led cross-functional regional initiatives and budget execution; recognized with Best Brand Evolution in 2020.

Senior Brand Manager – Vaalia Yoghurt, Non Dairy & Kids Yoghurt Portfolio at Lactalis Australia

October 1, 2015 - October 1, 2018

Transformed the kids portfolio to #1 position; led a complete brand relaunch including reformulation, visual identity overhaul, licensing negotiations and an integrated digital-first campaign; established a robust 3-year innovation pipeline with CAPEX; Vaalia campaigns earned Lactalis Global Marketing Awards (Most Effective Campaign, Best Communications Campaign, 2018).

Senior Brand Manager – Sparkling Portfolio at Coca Cola Amatil

October 1, 2011 - August 1, 2015

Managed the Sparkling portfolio (Kirks, Deep Spring) and pioneered white-space opportunities; led a successful relaunch and range expansion, contributing to sustained growth; launched Kirks Surprises sub-brand and built a 3-year innovation pipeline, driving penetration and volume growth.

Brand Manager – Extra Gum (Contract) at Wrigley Pacific

April 1, 2011 - October 1, 2011

Accelerated growth plan for ANZ; launched Extra Active (World First Innovation) as an additional sub-brand, managed CAPEX and P&L with Global R&D alignment, achieving all business targets; Extra Active became the highest-turning SKU in Grocery driving category value.

Assistant Brand Manager Extruded (Twisties, Cheetos, Burger Rings) at PepsiCo Australia

October 1, 2009 - April 1, 2011

Led an Innovation Pipeline blending local initiatives with re-purposed global projects to deliver double-digit growth for Twisties; oversaw the launch of 10+ NPD SKUs on-time and within budget; contributed to holistic brand activations.

Assistant Brand Manager - SELPHY at Canon Oceania

June 1, 2008 - October 1, 2009

Transformed product communications through brand architecture; launched SELPHY experiential website and 'Joy of Printing' campaign; secured retailer uptake and global recognition for the initiative.

Marketing Assistant at Unilever Australasia

October 1, 2007 - May 1, 2008

Supported the Dove Pro-Age and Lynx launches; managed packaging, digital, and PR components; contributed to integrated market execution across multiple brands.

Assistant Product Manager at L’Oréal Australia Luxury Products Division

March 1, 2006 - October 1, 2007

Owned marketing strategies and launch plans for Giorgio Armani Skincare; supported Kiehl’s brand rollout and flagship store activations in Sydney; contributed to major launch targets.