I feel strongly supported to pursue my ambition and passion
‘’I get energised when I see the passion of my team, who work hard and bring new ideas to the discussion.”
Tracy is collaborative by nature. Curious how she translates this into her work as Managing Director at FrieslandCampina Hong Kong Ltd ? Read her story below.
Tracy has had a rich 13 years’ experience within FrieslandCampina Hong Kong and successfully oversees strong No. 1 brands such as BLACK & WHITE® (Evaporated Milk), Dutch Lady® (UHT Milk) and currently Friso® (Specialized Nutrition). "Of all brands, I am particularly passionate about is BLACK & WHITE® (B&W), as it is an 80-year-old brand committed to promoting the authentic Hong Kong Style milk tea-drinking culture and its tea making techniques to the next generation. It makes me proud to contribute to a culture that is very important to the people of Hong Kong."
Start small, think big, and scale fast
Backed in 2019, FrieslandCampina aimed to transform B&W from a B2B to a B2C dairy beverage brand and looked to recruit young generations into the category. Therefore, I formed a micro-battle team to "start small, think big, and scale fast" to win in the market. It was great to lead my team with a clear strategy and motivate them to be committed to driving execution excellence. As a result, we proudly launched our first B&W ready-to-drink Classic Milk Tea within 1.5 years!
The test launch received great feedback, and we gained distribution support from retailers for the grand launch. With the help of a young celebrity endorsement, our product became very popular among youngsters. As a result, B&W's brand awareness and imagery were elevated to the next level!
For me, ‘from grass to glass’, speaks about quality, nutrition, and how we can bring nature back to the kitchen table in all walks of life. Whether you are a working mom, a kid going to school, or a teenager on the go, our products touch them.
"Cultivating a culture that values each member's unique strengths and working style."
I get energised when I see the passion of my team, who work hard and bring new ideas to the discussion. They are not afraid of the unknown, as shown by their resilience and compassion during the pandemic and lockdown situation in Hong Kong. It’s great to see how dedicated my team is to our purpose. They are self-driven and communicate openly to address challenges and support one another's accountability. We have also undergone a strength-based workshop using the CliftonStrengths assessment to cultivate a culture that values each member's unique strengths and working style. Finally, the team focuses on truly understanding the "Power of We" to thrive together.