Jeff Reed has 30 years' experience in international marketing management and business building in a wide variety of environments in Europe and Asia Pacific. His diverse background covers general management roles in start-up joint venture operations with multinationals like Bestfoods, joint venture negotiation and regional management with Reckitt & Colman plc, formal brand management with Gillette Co. to chain store turnarounds and project work with local retail operations in Hong Kong.
During the past 10 years with Bestfoods, Jeff has set up and managed consumer foods joint venture businesses in Pakistan and Beijing, China, with strong emphasis on brand building and merchandising and with special attention to staff development and mentoring particularly during his six years working in China. He has developed effective business strategies to open up consumer goods markets and, in addition, has first-hand experience of consumer goods distribution and supermarket and chain store retailing in the Asian region.
He has spoken and presented at Economist Conferences in China on the role of the foreign expatriate manager in emerging markets and the need for thorough understanding of differing business cultures as well as the importance of training, development and mentoring for local national executives.
Jeff has lived and worked in Scandinavia, Singapore, Malaysia and Hong Kong as well as Pakistan and China. In addition he has a first-hand knowledge of marketing in most Asia Pacific countries.