New Zealand-based snack-sized apple company, Rockit Global, has appointed Cullen Zhang as General Manager for Greater China, adding him to its global senior leadership team. China, a key export market for Rockit, plays a crucial role in the company’s growth, and CEO Grant McBeath noted that Zhang’s appointment comes at a pivotal time for the business.
“Zhang’s excellent leadership capabilities and commercial skills, with a real focus on building strong teams who are committed to their customers and delivering high performance, will be critical in leading the Greater China markets while supporting the strong growth that is projected over the next five years”, said McBeath.
“His experience in building and changing channels to adapt to the rapid growth in modern trade in China, as well as his focused approach to building demand and brands will be essential in supporting our 2025 strategy, where we will be launching new products and growing our distribution and consumer base”.
Zhang joins Rockit after eight years at Pladis, a confectionery and snack foods company. His past experience also includes roles at Metro China, Luxottica, Danone, Ferrero China, and Gillette. He brings extensive expertise in sales and marketing, as well as in channel management, key account management, brand strategy, supply chain, warehousing, and logistics.
Zhang said it’s exciting to be joining a dynamic company backed by its strong brand, delicious, premium product, and capable team.
“The Rockit brand has huge potential in the Greater China region and I am looking forward to leading the team to expand company margin, and rapidly grow brand market share”, said Zhang.
“As a huge fan of Rockit products, I can’t wait to be part of its ambition to become the world’s most loved Apple brand, while building on the solid foundation that the organization and team have already achieved in Greater China”.