Chatime appoints new global chief growth and marketing officer

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Taiwanese teahouse brand Chatime has appointed Jeff Cheng as its new global chief growth and marketing officer. He will report to global CEO of Chatime, Carlos Antonius.

In his new role, Cheng will be responsible for global brand, marketing, innovation and growth strategy for Chatime. In this global role, Cheng's remit will cover the over 60 countries Chatime is present in, including Taiwan, Singapore, Malaysia and more.

Prior to joining Chatime, Cheng was a general manager of Southeast Asia (excluding Thailand and Malaysia) and Asia export markets at JDE Peet's and a marketing director and cafe director of Häagen-Dazs Asia, Middle East and Africa (ice cream).

Don't miss: Chatime takes 'cups of joy' worldwide with vibrant brand refresh

Cheng also had a 17-year long stint at Unilever where he rose through the ranks from assistant brand manager of Vaseline lotion (skin care) for the Philippines in July 2001 to becoming the senior global brand marketing director of Dove (skin cleansing) in April 2014. He left Unilever in June 2018.

According to his LinkedIn, Cheng started his career at Mead Johnson Nutrition in the Philippines where he was the area sales manager for Greater Manila Area.

Cheng's appointment comes after the brand unveiled a global brand refresh earlier in May this year.

The brand refresh aimed at capturing the vibrant, youthful spirit of the company and to appeal to gen Zs around the world who are seeking opportunities to create and celebrate in their everyday lives.

The brand refresh also aims to solidify Chatime's strong brand relevance and permanence across international markets and capitalising on the increasing demand for its products in key markets such as Indonesia, the Philippines, Australia, Canada, the UK, Ireland, UAE and Mauritius. The teahouse brand also recently expanded into India and Thailand.

The brand refresh is anchored on its new brand tagline "Cups of Joy" and featured an updated purpose, logo, menu choices, packaging and store designs.

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