DFI Group names new brand marketing head

DFI Retail Group has appointed Adrian Leung (pictured) as its brand marketing head. In this position, he is responsible for the group’s regional level brand equity, customer insights, marketing strategy and communications planning for multiple own brands, including Meadows, Yu Pin King and VitaPet.

Leung joined DFI Retail Group in January 2022 from Hawley & Hazel, where he was marketing head for Hong Kong from September 2018 to January 2022. He oversaw the Darlie brand and was responsible for its brand building strategy, portfolio management, omni-channel experience planning, and business delivery with  P&L accountability.

Leung joined Hawley & Hazel in September 2015 as regional strategy head, HQ and Asia. He handled the company’s marketing strategy leadership and deployment, market business planning with group level P&L accountability. He also led group strategic initiatives and cross-market synergy projects.

In the earlier stage of his career, Leung worked for other notable brands such as Procter & Gamble as brand management for Hong Kong and Taiwan. In this position, he was responsible for marketing strategy, campaign and media planning and execution, market research and retailer activation for multiple skincare and haircare brands. Other brands that Leung worked for included LG electronics and Citizen Watch.

DFI Group said Leung replaced Simon Ornelis, who was head of brand marketing Hong Kong and Pan-Asia. He also oversaw the group's own brand previously in the group. Currently, Ornelis works for telecommunications company "du" in Dubai.

DFI Retail Group was also previously on the hunt 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.

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