2021 JUDGE’S PROFILE

Shi Fun Phoon

Head of Marketing
JACOBS DOUWE EGBERTS Malaysia

Shi Fun is Head of Marketing at JACOBS DOUWE EGBERTS (JDE), Malaysia who owns brands such as OldTown White Coffee, Super, Essenso, L’OR and Moccona. JDE is a subsidiary of JDE Peet’s, the world’s leading pure-play coffee and tea company, headquartered in The Netherlands. With over 20 years of marketing and brand experience, Shi Fun has held various marketing roles in Malaysia with Coca-Cola, Mead Johnson Nutrition, GSK Consumer Healthcare and regional roles in Singapore with F&N Singapore and Nestle Health Science. Shi Fun is passionate about building brands and campaigns centred on consumer insights, believing that capturing the human truths and always coming back to the consumer are keys to a successful, memorable campaign with brand stories that will stand the test of time.