The Silk Initiative ( is China’s leading food and beverage brand strategy consultancy, working with companies such as Campbell Soup, Pepsi, Vita Coco and Mars Wrigley.

The Silk Initiative (TSI) is an insights-driven brand consultancy giving packaged food and beverage brands, and retail F&B brands, the strategic direction they need to understand, enter and prosper within the Chinese market. Armed with the perfect combination of insight, strategy, innovation, and design, we pride ourselves in bridging the gap between brands and consumers in China.

We provide brand strategy consulting from determining new market opportunities and positioning strategies, brand asset development, product innovation, pack design, launch agency selection, launch design preparation, and in-market monitoring.  Our office is truly immersed in Shanghai culture, located in a beautiful laneway behind busy and bustling downtown streets.
Why TSI?
We might be small but we are high impact – both inside China and outside. Our reputation is strong and with our focus on producing only excellent work we’ve managed (in a very short time) to work with some of the most interesting clients in many of the world’s top food and beverage companies. They all have one thing in common as do we; to improve the food and beverage experience for tomorrow’s Chinese consumer. No one-day is the same at TSI.  On Monday you might receive an inbound lead from a major Chinese dairy brand while the next day it could be a Scandinavian seafood exporter. 

Given the dynamic nature of our consulting work we are an enthusiastic and curious bunch who want to see our colleagues and clients succeed in China.  We take time to always stay on top of market changes and seek out what is happening in the China food and beverage space (in fact our team activities each month are built around this). We believe in constant learning and development and have a desire to seek out great collaborative partners who can provoke our thinking and inspire greater impact to our client work.

TSI is an equal opportunity employer. We consider all applicants regardless of background (race, gender, religion, color, religious creed, sex, national origin, citizenship status, age, physical or mental disability, sexual orientation, marital, parental status). We thrive on having a diverse team and are proud or our track record in doing so.


Business Development Manager

TSI Shanghai is looking for a Business Development Manager to help us build the TSI brand in China.  We are looking for someone who can significantly expand our brand awareness among new clients as well as deepen some of the relationships we have already established in China since our inception.  In this role you would quickly become familiar with the footprint of our work, our core solutions and client case studies – connecting this knowledge to the needs of identified client opportunities. 

A successful BD Manager would be someone who brings a strong commercial mindset to any client’s marketing and insights related questions and has a good grasp of marketing strategy understanding and the research approaches and methods to provide solid answers and strategies to our clients. Ultimately, this is a position that ensures we connect with more clients where a high level of consulting trust is gained on their most pressing strategic questions.

Why are we looking for you?
We are a high growth, Shanghai based, consultancy with a strong global client footprint into China. We have spent the last few years building out an offer that has seen strong project experience with global food and beverage companies coming in to China. Our reputation is now starting to see relevancy in China and hence why we need to make a more active effort to bring our solutions to locally based companies (both foreign and local brands).
Our model and approach is proven – we now need someone who has the tenacity, energy and ambition to lead our brand development in China. It is essential that the person leading this role has a strong track record of being a relationship builder across all levels of consumer packaged goods food and beverage (and retail) companies  – particularly relationships among senior marketing, strategy, innovation / R&D, consumer insights and general management teams.

In this role you will
• Help create and drive a culture of doing business development at TSI.  On any given day you will be rapidly identifying new leads (by any means necessary), qualifying those leads (and any inbound leads or those assigned to you), networking (you should be more out of the office than in it – a lot!), meeting with clients, taking briefs, working with the client services team to write great proposals and ensure new projects are booked.
• Actively find ways to communicate TSI’s value proposition to new clients in compelling ways.  
• Ensure we develop and maintain a strong network of new leads while building formidable, deeper client relationships.
• Serve as a trusted advisor to both our clients and project teams by providing strategic level guidance, coaching, and critique in service of delivering world-class thinking and building client relationships.
• Achieve quarterly and annual assigned revenue goals.
• 6+ years building new client relationships in consultancy and agency environments in China (marketing, Ad, PR, research agencies) preferably with a focus on brand strategy, innovation, research and design.
• A track record developing and leading lasting client relationships (from scratch)
• Naturally comfortable operating at all levels within a client organization  – experience working directly with senior management
• A strong existing network of clients and partners within China (and ideally clients abroad who may have a China remit/responsibility)
• Able to embrace and meet assigned revenue targets.
• Super organized when it comes to note taking during client meetings, transferring this knowledge internally and ensuring our company CRM system is up to date at all times
• Excellent written and verbal communication skills both internally and externally (you can quickly learn new stories and tell these in an enriching and compelling manner that excites clients and gets them onboard with you)
• A fast, solutions focused, consultative seller who connects clients needs to our solutions. Driving the dialogue end to end (from brief to delivery and close)
• In-depth experience in working with executive-level individuals and teams
• Client service skills, such as facilitating/public speaking, consulting, and/or project management
• Experience in helping build skill level of your colleagues around you. Being an inspiration and motivational force within your environment
• Strong aptitude of market research approaches and strategic (brand and marketing)
This role offers an attractive base (commensurate with experience), some of the best employee benefits and a significant upside in sales commissions that you wouldn’t find in other smaller consultancies!

Please submit cover letter (in English) and updated CV to:



By: Summer Zheng


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