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Priya Sharma

Carlsberg moves Priyadarshini Sharma to China as marketing director

Priyadarshini Sharma, international brand director of premium brands at Carlsberg Group, has taken on a new role as marketing director of Carlsberg China.

According to her LinkedIn, Sharma will be tasked with leading the company’s flagship Carlsberg brand in China. This is in addition to the “Craft & Specialty” Super-Premium portfolio. She will also be based in Carlsberg China headquarters in Guangzhou, China.

Prior to the appointment, Sharma took on commercial brand duties for the company’s international brands portfolio. This includes Tuborg, Kronenbourg 1664, Somersby Cider and Grimbergen Belgian Ale, according to her LinkedIn. Her remit extended to 13 markets across Asia, including China, India, Nepal and ASEAN.

Some of her responsibilities included driving profitable brand growth for the international premium brands portfolio across the region while consistently growing brand equity. She was also tasked to drive the innovation agenda for the premium portfolio and help build marketing and commercial capability in all markets across the region.

Before Carlsberg, Sharma was a global brand manager for personal beauty care at Procter & Gamble, overlooking markets such as China, Russia and Mexico. She was also a regional brand manager for ANZ oral care and a digital lead for Asia Pacific from 2008 to 2013.

Most recently, Carlsberg named Initiative as its global media partner, and the partnership includes its Singapore and Malaysian market. The incumbent on the account was understood to be OMD, which has worked with the brand since 2005. The global review was first called in March this year and was said to be handled by Ebiquity globally. According to global media reports, the review covers international brands, including Tuborg, Somersby ciders and Kronenbourg 1664, across 30 markets.

Earlier this year in Singapore, Carlsberg saw the exit of marketing director Jolene Yeo moving to a marketing and branding role at NTUC Enterprise. This is shortly after Juliet Yap, marketing director of Carlsberg Malaysia stepped down from her role after a tenure of almost 10 years. Her current replacement in the Malaysia is Charles Wong, who was former general manager at Red Bull Malaysia.

Read also:
Premiumise to differentiate your brand experience
Carlsberg’s Sharma on the three key changes in consumer behaviour
Beyond advertising: The Carlsberg approach to digital

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