HI! I’m Joyce, your go-to F&B professional specializing in FMCG, dairy, and plant-based meat with over 25 years of experience.
Joyce Qiao
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How I Work

Joyce Qiao brings over 25 years of expertise in the FMCG and B2B food industries, specializing in dairy and chocolate sectors. With extensive experience at esteemed companies like Lactalis, Westland, Valio, and Barry Callebaut, Joyce's individual sales acumen is marked by a result-driven approach and meticulous attention to detail. Her track record includes managing P&L and achieving challenging targets, with a maximum revenue managed of 600-700 million RMB during her tenure at Lactalis China.

Known for her sharp business acumen and keen understanding of market trends, Joyce efficiently converts consumer insights into successful new product launches, driving significant growth in the Chinese market. She excels in managing cross-functional teams and is a firm believer in the power of teamwork, fostering transparent communication, vision alignment, and effective KPI implementation. Joyce's recent projects include consulting for major clients like Vesta China and Chuanbei China (franchise project for Tim Hortons), alongside her dedication to personal development, as evidenced by her 200-hour yoga teaching training certification. With her multifaceted experience and unwavering commitment, Joyce is poised to continue driving innovation and success in the dynamic landscape of the food industry.

Recent Projects:

  • Consulting for Vesta China (industrial croissant/frozen dough maker, American-invested), tender project for Marriott Group, China
  • Consulting for Chuanbei China (digital partner for highway gas station service area), franchise project of Tims (Tim Hortons)

Case Studies
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Blog Posts
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V2 Food China

plant-based meat company

Vice President of China ・ China 2022-2023

  • Responsible for sales and all other functional departments of v2 China; Manage and develop global QSR accounts (ie, Burger King).
  • Manage and develop key local customers (catering/prepared-meal companies, key coffee roasting chains, Chinese dim sum prefab factories, luncheon meats, other OEM factories).
  • Lead the marketing and application chef team, study the market trend, and make the corresponding marketing support and promotion plan to support product launch.
  • Lead supply chain and sales team to manage and optimize sales forecasting/supply chain management.

Beyond Meat China

plant-based meat company

Vice President of China・ China Feb 2022-Aug 202

  • Responsible for the sales and marketing of different customers in China, with a total team of 12 people; Manage global customers in retail and catering channels (Sam's Club, Starbucks, McDonald's, KFC, etc.).
  • Manage and develop local retail chain customers and E-commerce sales; Manage and develop local catering channel customers (hotel chain, Chinese and Western fast food, bakery chain, etc.).
  • Lead and coordinate R&D, marketing and sales teams to develop product innovation/iteration.

Lactalis China

French private family business, the world's largest dairy company

Manager ・ China 2018-2021

  • Reached or exceeded the company's key P&L targets for three consecutive years (both topline and bottom line targets met from Year 2; Revenue is around 600-700 million yuan).
  • Capture the gap in demand for cream cheese in foodservice channel, located the right upstream supplier in time, and quickly developed and launched (from 0 to 10% of the domestic market share of this product within one year).
  • Defined and established e-commerce sales channels, re-opened the President's Tmall flagship store, and jointly managed E-Retailer/distributors, so that the President Retail Butter ranked second in market share.
  • In terms of retail, successfully convinced Sam's Club to readjust the distribution items of cheese stores, focusing on the President series of cheese products in 2019/2020(sales increased by 200% in one year); Coordinate with the French headquarters and the Russian branch to introduce and develop the Russian spread cheese series to market in China; Coordinate the development of Metro's private-label UHT milk project.
  • Set up North China and South China regional teams outside Shanghai headquarters to support the company's RTM strategy to meet business needs.

Westland Dairy China

New Zealand's second largest dairy company, now acquired by Yili Dairy

Sales Director of Foodservice &E-Com channels ・ China Jan 2018-Dec 2018

  • Turned around the declining trend of WestPro butter pat sales and doubled the sales volume within one year by jointly developing E Retailer distributors and effective promotion plans
  • Developed multiple WestGold whipping cream distributors to serve different regions and key accounts, and the sales volume increased from 2TC/month to 10TC/month within a year.

Barry Callebaut (Suzhou) Cocoa Co., LTD.

Swiss-listed company, the world's largest chocolate & cocoa enterprise

Sales Director for Gourmet China (Gourmet FoodService) ・ China 2012-2017

  • Sales and profits reached targets for three consecutive years, and the performance of Carma Chocolate brand declined for many years was reversed and returned to growth
  • Establish a community of chocolate ambassadors in China (both Western chocolate chefs and young domestic talents)
  • Worked with QA/R&D to solve technical barriers and successfully listed fondant products in China

Borges AG- Shanghai Representative Office

Spanish olive oil family company

Country Manager ・ China 2010-2012

  • Start to develop business from 0, retail into Metro, RT-Mart. In Hong Kong, developed Sims as regional distributor.
  • Maintain and manage the internal and external coordination of the representative office, timely feed back the domestic market information and coordinate with the headquarters following up on orders.

PepsiCo Foods China

Key Account Manager ・ China 2008-2010

  • Responsible for assigned retail KAs in East China(Suguo, Zhejiang Lianhua, FamilyMart, Alldays, etc.); Responsible for annual contract renewal negotiation, contract rebate management, A/R management; Work with trade marketing team and regional field sales team to ensure timely new product listing, in-store promotion and inventory management for these customers.
  • Regular joint customer visits and joint promotions with Pepsi Beverage team/counterparts to maximize synergies.
  • Coordinate closely with customers' related purchasing/warehousing departments and internal departments during the daily promotion period to ensure timely and effective supply requirements.
  • Managed 2010 WorldExpo US Pavilion PepsiCo Chips/Coke joint promotion, and received internal award.

Valio - Shanghai Representative Office

Finland's largest dairy company

Sales Manager ・ China 2002-2006

  • Responsible for sales/marketing of Valio retail butter and cheese business development in China ( start from scratch ), in close collaboration with distributor / line manager in Helsinki. Launched the retail butter and cheese business in China in 2003.
  • Also responsible for sales/marketing of Valio bulk butter for foodservice channel in China, kept working with existing distributor, while developed one more distributor to cover different market, Valio bulk butter import to China was ranked @ No. 2 ( only after New Zealand ), one year after my start.