"I’m not just maintaining a business volume, I’m constantly challenged to stay No.1”

Fennie Lui

Passion shaped by the market

For Fennie, FrieslandCampina has always been a place where the pace of the market shapes the pace of growth. “When I first joined, the baby formula industry was in a booming phase,” she recalls. “Today, we’ve evolved into a true omni-channel business, spanning offline retail to e-commerce.” While channels and business models have changed over time, one mindset has remained constant: a strong can-do spirit. “We don’t wait, we try, we adapt, and we aim to lead.” Her career has been built close to the market, not just behind a desk. From shopper marketing execution to leading channel and category strategy, she has spent her time at the frontline of the business. “In sales, everything is close to the consumer and the customer. You see changes instantly, and you have to respond just as fast.” Over time, and with the trust of her manager, Fennie expanded from an execution-focused individual contributor into a broader commercial team leader. “It pushes you not just to follow the market, but to think ahead of it.”

Winning through speed, trust and teamwork

What sets FrieslandCampina Hong Kong apart for Fennie is how teams operate under pressure: aligned, agile, and ready to act. “There’s a shared goal, and very little internal politics. When something needs to get done, people step in immediately.”

She experienced this during one of her most intense periods: managing the Friso Gold Formula Upgrade relaunch, including a BTL programme and rapid speed-to-market execution, while orchestrating a 600-pax partner event. “Two critical priorities at the same time, but the team aligned quickly and leadership made fast decisions. That’s what allowed us to deliver.”

Working on Friso, a No.1 brand across segments, has shaped her mindset. “You’re not just maintaining volume, you’re challenged to stay No.1.” That shared ambition pushes the team further. Moments like interacting with parents at Baby Expo make the impact tangible, bringing the work closer to real consumer connection.

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Seeing the bigger picture and leading forward

In 2023, Fennie visited the Netherlands as part of a long-service recognition programme. “Meeting the farmers and seeing the farms connects everything,” she says. “You understand the full journey behind the products we bring to market.” For someone working so close to sales and execution, that experience added a new dimension. “It reminds you that what we do is part of something much bigger, from farm to shelf.”

Now leading her own team, Fennie brings the same pace and forward mindset into how she develops others. “I always tell my team there is always a way through challenges. It’s about how you approach them.” She focuses on building both capability and confidence, particularly in stakeholder management and negotiation. “I want my team to feel supported, but also challenged to grow.” The reason i love Campina is because it's a place where you win in the market together, with a team that moves fast and plays to win. Her advice to future talent is clear and practical: “The market is fast and competitive. You have to keep learning, stay flexible, and move quickly.”