Zespri CMO Jiunn Shih steps down after nine years

Jiunn Shih has stepped down as Zespri’s chief marketing, innovation and sustainability officer after nearly nine years with the company.

Since joining in September 2016, Shih has been responsible for leading Zespri’s marketing, innovation R&D, sustainability, and corporate strategy functions.

Initially appointed as chief marketing officer, he directed Zespri’s global brand strategy, overseeing marketing communication development and deployment across all channels. Over time, his role expanded to include innovation and sustainability, reflecting the company’s evolving strategic priorities.

Don't miss: Prudential SG nabs AIA's Toni Fung as chief customer and marketing officer

Under his leadership, Zespri more than doubled sales to over NZ$5 billion and cemented its position as the number one fruit brand across its 15 core markets.

He also played a key role in embedding sustainability into the business strategy, driving significant growth in returns for the company’s growers.

Before joining Zespri, Jiunn built a strong sales and marketing track record in senior roles at Unilever and L’Oréal, working across Latin America, Asia, and Europe.

In a LinkedIn post announcing his departure, Jiunn reflected on the journey: “When I joined in 2016, we set out to double sales and build a world-class brand in a commoditised category. Along the way, I had opportunities to stretch professionally and sharpened the clarity of my own purpose: to build brands and businesses that are good for people and planet." 

"What I'll cherish the most are the people: growers, colleagues and partners, whose passion and beliefs made this journey unforgettable. You've made me a better leader, a better friend and a better person. Thank you for the trust, the memories and above all, the purpose. I leave with gratitude and pride for what we accomplished together," said Shih, adding that:

"Zespri will always be one of the most important chapters in my story."

Shih plans to take a few weeks to decompress before starting his next chapter in September. 

Shih's tenure saw Zespri embrace bold, purpose-led marketing approaches, such as its latest Asia-Pacific campaign, “Jam-packed".

The "Jam-packed" campaign brings natural nutrition to life through an upbeat concept that personifies vitamins as guests at a lively house party hosted by the Zespri KiwiBrothers. It aimed to educate consumers on nutrient density, highlighting the richness of nutrients packed into each kiwifruit, and to cut through the clutter of typical health messaging with a feel-good, vibrant tone.

The marketing leader was also key in launching the kiwifruit company's first-ever global brand ambassador, Dame Lisa Carrington, world champion kayaker from New Zealand. To launch the partnership, Zespri released a cinematic short that offers a rare glimpse into how Carrington draws on nature, discipline and resilience to fuel herself both on and off the water. 

Related articles:   
Prudential chief customer officer Theng Kiat Goh steps down after 7 years   
Taylor’s Education Group CMO Ben Foo departs after nine-year run  
Universal Robina appoints new CMO amid Southeast Asia expansion drive