Industries Cases Snapshot
Pet Food
Position
Head of E-commerce & Digital Growth
Pet Food | Shenzhen | $140 k
The Client
A European premium-pet-food brand entering Tmall & Douyin. GM required someone who had scaled a pet or baby-nutrition brand from 0 → RMB 100 M in China GMV.
The Challenge
• Category expertise: must understand cross-border pet nutrition regulations.
• Channel mix: Tmall flagship + Douyin live-streaming + offline pet-hospital sampling.
• Language: fluent in both English (HQ) and Chinese (KOL agencies).
Our Approach
• Mapped 18 target companies: Nestlé Purina, Royal Canin, Hill’s, three local new-brand unicorns.
• Used “dark-post” search on Xiaohongshu to identify senior pet-brand KOL managers.
• Delivered 4 finalists; client ran a 48-hour take-home growth-plan case.
Outcome
Offer: $140 k base + 15 % GMV bonus. Candidate hit RMB 50 M GMV in first 6 months; brand now top-5 imported pet-food flagship on Tmall.
