In a release to the ASX on Monday, a2 said Mr Xiao had helped grow a number of multinational consumer-driven companies in China including Mars, Nike, Burger King, and more recently the high-growth Kids Entertainment Division at Wanda Group.
“[He] will be responsible for maximising the significant opportunities that the China market presents for the company, with an initial focus on delivering against the company’s existing well-developed strategy and preparing for future growth opportunities across Greater China,” the company said.
At the time of the February half-year results, chief executive Jayne Hrdlicka said :“In the last six months we’ve spent considerable time deepening our understanding of consumers in China.
“We know brand awareness in China still has scope for growth and that our consumers – once they’ve tried our products – are typically some of the most loyal and committed in the category.
“As a consequence, marketing investment in second half of FY19 will be approximately double the first half, with the majority of that going to brand building activities in China.”