He starts in the A2 Milk role at the end of April, based in Shanghai, and will join A2’s senior leadership team. He will report to the firm’s Asia-Pacific chief executive Peter Nathan and managing director Jayne Hrdlicka.
China is the biggest end-market for A2’s infant milk powder and its fastest-growing region.
A2 accounted for almost 6% of the market in major Chinese centres last year and its China label revenue in the six months through December was almost 83% higher than a year earlier.
Hrdlicka described Li, whose previous roles include chief executive of Burger King China, as an entrepreneurial and accomplished executive with a background in traditional businesses and local fast-growth, consumer-driven brands including Nike and Mars.
“Li Xiao brings with him a deep and long track record of excellent business results achieved by finding innovative pathways to building businesses across multiple consumer categories in China,” she said.
His initial focus will be on delivering the company’s existing, well-developed strategy and preparing for future growth opportunities.
Li replaces Michael Bracka, who left the business in December and previously led the China business in his role as head of business development in emerging markets.
In January Hrdlicka named Melanie Kansil as chief commercial officer. She joined the company the following month and has direct responsibility for emerging markets and Britain.
A2 Milk shares fell 0.9% to $13.68, matching a similar decline on the S&P/NZX 50 Index this morning. – BusinessDesk
