Janice L
Chief Marketing Officer
Dynamic Marketing Leader with Extensive Experience in Branding and Strategy
Summary
Janice Lee-Fu is a people-centric leader with a passion for building collaborative cultures. She excels in transformational leadership, M&A integration, strategic vision, omnichannel strategy, AI-enabled optimization, and regulatory compliance. Her recent roles include Fractional CMO/Marketing Director & Consultant at JLF Consultancy, Seasonal Academic at Monash Business School, and Marketing Director AUNZ at doTERRA and Healing Hands. Previously, she worked at Kraft Heinz, Patties Foods Group, and Cobram Estate Olives in various marketing leadership roles. Janice holds a Bachelor of Commerce from Monash University.
Experience
JLF Consultancy (Freelance)
Fractional CMO / Marketing Director & Consultant (2024 - current)
Built a boutique consultancy servicing SMEs in FMCG, retail, and e-commerce. Provided advisory services on new market entries, communications strategies, and business brand refresh. Also worked as a Seasonal Academic at Monash Business School, enhancing student learning in marketing and strategy disciplines.
doTERRA and Healing Hands
Marketing Director AUNZ (2022 - 2024)
Led the AUNZ marketing function, managing teams across brand, product, studio operations, creative services, and digital marketing. Achieved operational efficiencies, improved e-commerce platforms, and drove growth through innovative strategies and CRM. Developed rigorous compliance standards and advocated for employee well-being.
KRAFT HEINZ
Head of Portfolio (Beverages) Commercial Strategy (2021 - 2021)
Led the Beverages portfolio strategy, optimizing category focus and driving growth through retail and e-commerce channels. Successfully rebuilt the commercial strategy for underperforming brands and achieved significant profit growth despite challenges. Strengthened customer relationships and managed product optimization efforts.
PATTIES FOODS GROUP
Category Marketing Manager (2017 - 2020)
Led the integration of newly acquired businesses and drove growth in finger foods and chilled categories. Achieved profit optimization, revamped brands, and expanded listings into food service channels. Implemented strategic growth plans and innovation processes, resulting in substantial market impact.
COBRAM ESTATE OLIVES
Senior Brand Manager (2014 - 2017)
Directed brand strategies for Cobram Estate and Red Island, driving innovation and market penetration. Successfully relaunched brands, developed NPD funnels, optimized marketing budgets, and expanded the team to support strategic demands. Led the implementation of new processes for NPD projects and drove growth through digital strategies.