Appointment reunites former Zespri executive with ex-CEO Dan Mathieson, and underscores company’s commitment to strengthening global brand presence
Berry company Driscoll’s has appointed Jiunn Shih as its first ever global chief marketing officer.
The move, which takes effect on 15 September, reunites the former Zespri marketing lead with its ex-CEO Dan Mathieson, who left the New Zealand-based kiwifruit marketer in July 2024 to take up a new role as president of the Americas for Driscoll’s.
According to the berry giant, the appointment underscores the its “commitment to strengthening its global brand, delighting consumers, and driving purpose-led growth”.
In the newly created role, it said, Shih will set out to build a world-class global marketing structure and expand investment in brand programmes across its markets.
He will be based in Hong Kong, relocating from Singapore.
“Driscoll’s has built its reputation on delightful flavour, quality, and strong relationships with growers, customers, consumers, and communities,” commented Driscoll’s CEO Soren Bjorn.
“With Jiunn’s leadership, we are taking the next step to ensure our brand continues to reach and resonate with consumers worldwide. His track record of building purpose-driven brands and inspiring global teams makes him an ideal leader for this new chapter.”
The creation of the global CMO role marks a significant milestone in Driscoll’s evolution from a category leader to a globally recognised consumer brand, it suggested.
Shih spent nine years at Zespri, where he became its chief marketing, innovation and sustainability officer.
He will work closely with various regional managers to align marketing strategies, scale global programmes, and ensure the company continues to lead the fresh produce industry in terms of innovation, sustainability, and consumer experience.
“Joining Driscoll’s felt like a natural step for me,” he said. “It’s a company built on care – for flavour, 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.”
