DFI hunts for North Asia comms lead, looks to grow team for yuu Rewards

DFI Retail Group is looking to ramp up its communications in North Asia as it hunts for a new head of communications for the region.

Based in Hong Kong, the candidate will manage the communication needs and oversee the communications activities for the North Asia business hub, and work in close collaboration with the regional teams and the leadership teams across North Asia; and develop the DFI banner brand and strengthen retail brand awareness to drive business momentum, protect the reputation of brands and banners in North Asia. 

The candidate will also lead and manage all external stakeholder engagement including media relations, crisis, issue and reputation management; cover a broad range of areas from the store level to corporate; and take on the role of spokesperson on behalf of the Hong Kong business. 

Moreover, the candidate will be required to collaborate with the business marketing team to develop short and long-term communication plans and budget for business banner communication initiatives and manage external agencies. 

DFI Retail Group added that the candidate should have more than 10 years of experience in Hong Kong and Asia; in-depth knowledge of the local media landscape and other key influences in the region; design and implement long-term strategic communication plans, including managing teams and budgets for all corporate communication initiatives. 

The company said as of 30 June 2021, it and its associates and joint ventures operated over 10,000 outlets and employed some 230,000 team members.

DFI Retail Group is also looking for a vice president of CRM and performance marketing for yuu rewards. The candidate needs to establish the CRM & performance marketing strategy for driving revenue, user acquisition and retention, as well as mass personalisation across all member segments, partners and product service categories through optimising customer experience.

He or she needs to maintain a strong focus on continual improvement in customer visits growth, customer retention ROI and ROAS by fostering a culture of on-going optimisation of CPCs, conversion and channel mix across categories and banners.

The group had another major appointment last year. It promoted Kelly Lim to head of marketing, health and beauty in Singapore. She was formerly head of eCommerce trade marketing, health and beauty, Southeast Asia for over two years. Prior to that, she was head of health and beauty, private label, SEA for close to five years.

Meanwhile, it renamed to DFI Retail Group from Dairy Farm last summer too. In a post on LinkedIn, the company said, "We have a rich history dating back to 1886, when we started our business as a dairy company, supplying fresh milk to improve the health of people in Hong Kong. Now, 135 years later, our mission to provide fresh, high quality and affordable products to customers continues."

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