CHINA, 19 SEPTEMBER – Proof & Company proudly announces the appointment of Julia Xiang as the new General Manager of Greater China. Julia brings a wealth of experience, a proven ability to deliver outstanding business results, and a strategic vision that aligns seamlessly with our Proof & Company business objectives. Her dynamic leadership and deep industry knowledge are set to propel this market to new heights.
In her role, Julia will report to Paul Broadbent, Chief Executive Officer, managing a growing local team and responsible for executing an aggressive multi-year business plan to expand Proof & Company’s regional presence.
Paul Broadbent
“Since joining the business as the General Manager of our second largest market China, Julia Xiang has had an immediate impact on driving our continued growth ambitions in this important region. Her vast experience in liquor and distribution in Asia, coupled with her exceptional leadership qualities means our business there is in a great position to drive the craft spirits category growth in China in the coming years.”
In previous roles, most recently serving on the senior leadership team at Coravin Inc. and Campari Group, Julia was responsible for driving growth in volume and value across the key categories of her territory. During this tenure, Julia adeptly navigated significant challenges posed by the pandemic and successfully steered her teams towards accelerated online sales strategies. Her commitment to exceeding annual budgets and key metrics while nurturing new channel sales leads will undoubtedly catalyse sustainable growth for the region.
Julia Xiang
“I am excited to be joining such a passionate, innovative family that enables our clients and spirits lovers to extend the ways they serve, enjoy and explore craft spirits. In the past few weeks, I have been developing a team where every individual could reach their full potential through innovative and inclusive leadership, meanwhile exploring new brands and portfolio to our customers with more robust category strategies in line with local market trends.
I look forward to guiding Proof & Company China through this next phase of aggressive growth in APAC. By strengthening our partnerships with National Key Accounts, including international hotel groups, on-trade chains, catering groups, and more, we aim to drive positive change and foster growth. Our commitment to excellence and a customer-centric approach will be at the forefront of our strategy.”