Mian brings over 17 years of experience in sales and marketing from a leading multinational company, where she held both local and global roles.
Since joining URC in 2018 as vice president for beverages, she has been instrumental in revitalizing key brands.
Notably, she spearheaded the resurgence of Great Taste coffee and reengineered the C2 portfolio, leading to increased volumes and improved profitability. These efforts solidified C2's position as the dominant leader in the ready-to-drink tea market. She also expanded URC's market share in snacks, cookies, chocolates, and candies, reinforcing the company's leadership in these categories.
Prior to her new role, Mian served as managing director for URC International and chief marketing officer. Over the past two years, she led URC International to achieve significant milestones, including boosting incremental revenue and attaining double-digit operating margins.
Her focus on innovation resulted in new products launched in the last three years contributing over 8 percent of URC International's incremental sales. Under her leadership, C2 became the second-largest player in Vietnam's ready-to-drink tea market, experiencing multiple years of high double-digit growth. In the biscuits segment, URC maintained its leadership in Thailand and strengthened its dominance in Malaysia.
In her new capacity, Mian will oversee URC's Branded Consumer Foods business in the Philippines, focusing on strategic initiatives to enhance market leadership, deliver consumer value, and drive sustainable growth.
"We want to focus on driving topline and market share," Mian stated. "And we will do that by remembering our mission: to delight the people we serve."— Ed: Corrie S. Narisma
