Driscoll’s appoints ex-Zespri CMO to newly created global role

Driscoll’s has appointed Jiunn Shih (pictured), previously chief marketing, innovation and sustainability officer at Zespri, as its first global chief marketing officer (CMO), effective 15 September 2025.

Shih will be based in Hong Kong, relocating from Singapore, and is tasked with building a global marketing structure and expanding investment in brand programmes across the fresh berry company’s markets.

He brings over 20 years of senior leadership experience in FMCG and agribusiness, having held roles at Zespri, Unilever, Syngenta and L’Oréal. At Zespri, he led the company’s brand and growth strategy, launched a sustainability innovation fund, and introduced new product innovations across markets.

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In a statement, Driscoll’s said the creation of the global CMO role marks a milestone in its evolution from a category leader to a globally recognised consumer brand. Shih will work with regional business unit leaders to align strategies, scale programmes and drive initiatives in innovation, sustainability and consumer engagement.

“Driscoll’s has built its reputation on delightful flavor, quality, and strong relationships with growers, customers, consumers, and communities. With Shih's leadership, we are taking the next step to ensure our brand continues to reach and resonate with consumers worldwide,” said Soren Bjorn, CEO of Driscoll’s.

He added, “His track record of building purpose-driven brands and inspiring global teams makes him an ideal leader for this new chapter.”

Speaking on his new role, Shih said, "Joining Driscoll’s felt like a natural step for me. It’s a company built on care, for flavor, for growers, for customers, for consumers, and for the planet. I’m excited to help unlock even more of the brand’s potential through creativity, consistency, and consumer connection. Together, we can grow something extraordinary, berry by berry." 

Shih steps down from Zespri after nearly nine years with the company. Since joining in September 2016, he led marketing, innovation R&D, sustainability and corporate strategy functions. Initially appointed as chief marketing officer, he directed Zespri’s global brand strategy and oversaw communication development across channels. His remit later expanded to cover innovation and sustainability, in line with the company’s strategic priorities.

During his tenure, Zespri more than doubled sales to over NZ$5 billion and secured its position as the number one fruit brand across 15 core markets. Shih also played a central role in embedding sustainability into the business strategy, helping drive returns for the company’s growers.

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