Janice Lee-Fu

I help CEOs and executive teams drive growth and change

🔶 I help figure out the next big thing and coach the team to build it fast and get it to customers

🔶 I make sure their products and brands are paying for themselves and leave no money on the table

🔶 I get people in marketing and innovation to stop spinning wheels and get things done

🔹 Specialisation

• Growth strategy & commercial transformation

• Marketing leadership (interim & advisory)

• Brand revitalisation & customer experience

• Post-M&A marketing integration

• Product & innovation strategy

• Omnichannel marketing execution (digital and eCom in house or outsourced)

• AI, automation

• Agile marketing & innovation models

🔹 How I Add Value

• Architect scalable marketing, innovation and CX strategies that unlock margin and revenue

• Rewire teams, budgets, and capabilities for high-performance execution

• Coach founders and marketing teams through growth transitions

• Lead product, brand, and channel strategies that build relevance and reputation

• Act as a strategic plug-in for businesses needing momentum without the overhead

🔹 Industries

✔️ FMCG & Consumer Goods

✔️ Retail & E-commerce

✔️ B2B Distribution

✔️ Health & Wellness

✔️ Deep tech & Digital products

✔️ Not-for-Profit & Social Impact

✔️ Scale-ups

✔️ Private equity & VC

🔹Practicing Academic

• Enhancing Postgraduate and Undergraduate programs by applying real-world business insights to improve student engagement and grading.

🔹 Teaching Units:

✔️ Marketing Strategy & Planning

✔️ Market Insights and Data

✔️ Not for Profit

✔️ Monash Innovation Guarantee (Agile Innovation Model with Industry)

✔️ Marketing Internships (Business Coaching)

🔹 Industry Guest Lecturer

✔️ Consumer Goods, FMCG

✔️ Go-to-Market Strategy

✔️ Innovation

✔️ Authentic Connections (Networking)

🔹 Commitment to coaching and excellence

• Recognised by the Dean being part of the Post Graduate unit Marketing Management awarded as one of the top performing units by students

• Recognised by students for outstanding commitment to coaching in semester end review (SETU)

doTERRA:

• Global leader in essential oils.

• Founder-led private business renowned for health and wellness.

• Essential oils, supplements (TGA AU & Medsafe NZ), personal care, cleaning, and nutritional goods.

• B2C, B2B, e-commerce.

Led the transformation of the AUNZ marketing function, enhancing execution, team culture, and performance to support scalable growth and innovation. Integrated regional product and promotional responsibilities while optimizing operational and creative capabilities. Managing a team of 20 across brand and product management, promotional and pricing strategy, innovation, studio operations, creative services, and digital marketing.

Kraft Heinz is a fortune 500 company, 5th largest Food and Beverage company in the world.

General management of categories in the Beverages portfolio (Juice, Cordials, Powered Mixers and Coffee). Owning annual operating plans and category strategies to ensure long term sustainable growth plans with commercial P&L accountabilities.

Responsible for Finance, Revenue Management, Category Development and Category Customer

Patties Foods is privately owned by Pacific Equity partners leaders in savoury foods manufacturing iconic market leading brands Four N'Twenty, Patties finger foods and Nannas).

🔹 Commercial leadership:

• Business category portfolio lead for Savoury Finger Foods and Sweets 3 year strategic plans (P&L accountabilities).

• Finger Foods category strategy: Relaunched Patties master brand meat kids snack to entertaining for everyone (plant based). New category entry 'Frozen Snacks' in Coles and Hot snacking entry Petrol and Convenience.

• Sweets category strategy: Secured core ranging retail portfolio at threat of simplification in a declining category.

• Portfolio optimisation: SKU rationalisation, pack and price architecture, portfolio mix and cost optimisation.

🔹 Merges and Acquisitions:

• Australian business integration revenue pipeline for Leaders NZ acquisition, white space identification retail, P&C, QSR and foodservice.

• New category entry strategy and execution, Chiller launching new brand Ruffie Rustic Foods +$10M 18 months from launch (awarded #1 supplier Chilled Advantage Group 2019 Woolworths Category Marketing).

🔹Process and Change:

• Business transformation of group innovation process, Stage and Gate across 5 sites.

• Chair executive leadership team forum for group innovation funnel setting commercial hurdles and resource prioritisation.

• Set group standards for functional innovation execution to deliver steps at each stage.

Owned strategies for Cobram Estate and Red Island, driving innovation and market penetration

Brand and product strategy for Latina Fresh Pasta and Sauces. New Product Development and Digital lead.

Brand lead for Frozen Pizza, Meals and Fruit. Lead P&L reporting, innovation, above the line and digital media and creative strategy.

Consumer and B2B activities in communications, events and activation.