Mondelēz China CMO exits following e-commerce investigation

Vice president for marketing and growth for Mondelēz China, Grace Zhu (Zhu Yijing), has stepped down from her role following the findings of an investigation into alleged e-commerce misconduct as reported by Campaign Asia late last month. Also understood to have exited is Simon Xiu (Xiu Zerong) director of e-commerce at Mondelēz China.

In an unverified memo seen by Campaign, both Zhu and Xiu are described as having departed from the organisation effective 22 August 2024, with their replacements being subject to further announcement. 

Grace Zhu (left) and Simon Xiu, Mondelēz China.

When contacted by Campaign, Mondelēz confirmed the departure of two employees but did not provide specific details—including their names.

A spokesperson shared: "Mondelēz China adheres to the highest standards of compliance. To this end, Mondelēz China conducted an internal investigation and placed two colleagues on administrative leave pending an enquiry. Based on the findings, the two colleagues have left the organisation."

Campaign first reported the allegations surrounding the executives on July 30 in connection with an ongoing e-commerce investigation. Multiple Chinese media outlets, including Nanduwan Finance, Finance China, and Jiemian News, had identified Zhu and Xiu as the executives involved at the time.

Zhu is a seasoned marketing leader with extensive experience in the consumer goods industry, having held key roles at PepsiCo Foods, The Nielsen Company, and British American Tobacco prior to joining Mondelēz. Meanwhile Xiu has extensive experience in the FMCG sector, having held leadership positions specialising in digital commerce and retail strategies. 

This investigation into Mondelēz China executives is the latest in a series of high-profile incidents highlighting issues of compliance and corruption in China's business landscape. Earlier this year, Adidas dismissed employees following bribery allegations in China, while in 2023, GroupM was embroiled in a major scandal involving the detention of several executives on bribery charges. These incidents underscore the increasing scrutiny on corporate practices in China, and it remains to be seen how companies will navigate this challenging environment going forward.

Campaign has reached out to Zhu for comment. More as the story develops.

Minnie Wang contributed to this story.