Taiwanese teahouse brand Chatime has named Jeff Cheng as its new Global Chief Growth and Marketing Officer. Reporting to Global CEO Carlos Antonius, Cheng will spearhead Chatime’s global brand, marketing, innovation, and growth strategies across its presence in over 60 countries, including Taiwan, Singapore, and Malaysia.
Before joining Chatime, Cheng held prominent roles, including General Manager of Southeast Asia (excluding Thailand and Malaysia) and Asia Export Markets at JDE Peet’s, and Marketing Director and Café Director for Häagen-Dazs Asia, Middle East, and Africa.
His career also includes a 17-year tenure at Unilever, where he progressed from Assistant Brand Manager of Vaseline Lotion in the Philippines to Senior Global Brand Marketing Director of Dove.
Cheng’s appointment follows Chatime’s recent global brand refresh aimed at capturing the vibrant, youthful spirit of the company and appealing to Gen Z consumers. This refresh, featuring the new tagline “Cups of Joy,” includes updates to the brand’s purpose, logo, menu choices, packaging, and store designs, and aims to solidify Chatime’s relevance in key markets like Indonesia, the Philippines, Australia, Canada, the UK, Ireland, UAE, and Mauritius. Chatime has also expanded into India and Thailand.
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