DFI Retail Group names new CEO for HK and SG as Danni Peirce steps down

DFI Retail Group has appointed Yoep Man (pictured left) as CEO for 7-Eleven for South China, Hong Kong, Macau and Singapore, succeeding Danni Peirce (pictured right). Reporting to Scott Price, group chief executive of DFI Retail Group, his role is effective immediately.

In his new role, Man will lead the strategic direction and operations of the convenience retail business across these markets, driving innovation and growth to meet evolving customer needs. As part of his appointment, Man will also join the Group’s management committee, contributing to the broader leadership of the organisation.

Man brings over 20 years of retail industry leadership in food and FMCG across the Asia Pacific. Most recently, he served as managing director of food, Singapore, for DFI Retail Group, where he led the giant, cold storage, CS Fresh and Jason’s Deli brands. Under his leadership, these businesses achieved financial improvements, enhanced operational efficiencies and stronger market positioning despite a challenging retail environment, according to the release.

"We are pleased to appoint Man as CEO of 7-Eleven for South China, Hong Kong, Macau, and Singapore," said Price. "His appointment aligns perfectly with our customer-first approach, given his proven ability to enhance customer experiences and drive innovation. Man's success in leading our food business in Singapore, coupled with his deep understanding of the Asian retail landscape, positions him well to accelerate 7-Eleven's growth. His expertise in digital transformation and operational excellence will be crucial in evolving our convenience retail offerings to meet and exceed customer expectations across these key markets."

This appointment comes as 7-Eleven recorded robust growth as it gains momentum in the growing ready-to-eat market and continues to elevate customer experiences through digital acceleration.

"I am excited to have the privilege to support 7-Eleven’s growth and ambitions in the markets we serve,” said Man. “I look forward to working with our teams and partners to deliver greater convenience, value and innovative experiences for our customers.”

Throughout his career, Man has played key roles in advancing business growth and operational success. This includes supporting the growth of Sam’s Club business at Walmart China and the expansion of Dutch-based retailer SPAR into China, Indonesia, Thailand and Mongolia.

Meanwhile, Peirce said on her LinkedIn that joining DFI in 2018 marked the start of an unforgettable chapter in her life. "That year, I became a mother, moved to Hong Kong, and embarked on a journey that has taken me across so many parts of the business - food retail, yuu Rewards, Guardian Health & Beauty and 7-Eleven. It has been an incredible honour to grow both personally and professionally, with our family expanding to four and our home spanning Hong Kong and Singapore."

"What has truly made this experience extraordinary is the people. From the dedication of our store teams to the passion of those in our DCs and SSC, I’ve been constantly inspired by the heart and commitment that drive DFI forward. Leading and learning from such remarkable individuals has been the greatest privilege of all," she added.

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