SunRice marketing and insights chief departs

Andrew Jeffrey reflects on his local and international marketing efforts at SunRice and next steps

Seeking new challenges after charting the international cycle of agribusiness is in the sights of SunRice’s head of marketing and insights, Andrew Jeffrey, who finishes up with the company this week.  

Jeffrey is departing the Australian-based business after a four-year stint. He joined the FMCG in 2018 after senior marketing, strategy and category development roles with Coca-Cola, Campbell Arnott’s and Nestle.  

Jeffrey said he’s had a great four years with SunRice overseeing marketing and insights across 55 countries and five global regions: Middle East, Asia, Pacific Islands, North America and A/NZ.  

“It’s a category that is at the heart of cultures. For a marketer, representing an Australian business in these regions and connecting with consumers in such diverse parts of the world has been truly rewarding,” he told CMO.  

“My decision to leave is more driven by the desire to seek a new challenge, having been through a full cycle of experiences at SunRice. Along with the many highs with such a business, an international agribusiness comes with its fair share of challenges - drought, record low crops, shipping challenges, covid, geo-political realities to name a few. I feel now the business is broadly through these times, it is a good time to move on in the knowledge the business is in good health.”  

Jeffrey is planning to take some time out before settling on his next step. He said his career motivations are driven by several distinct principles.  

“My passion is to seek a role in a business where I can truly make a difference for consumers, for the business and for the people who I work with and who work for me,” he said. “I am motivated in finding an interesting challenge in a business with a strong culture and values. These key attributes mean more to me more than any more traditional motivations.”

And Jeffrey will bring plenty of learnings from his time as a marketer at SunRice. “SunRice has a lean structure for such a geographically diverse business,” he explained. “I have really learnt how to get the balance between rigorously pursuing some of my more purist marketing principles with a good dose of pragmatism and agility.”  

A particular achievement for Jeffrey has been how the marketing function has taken the brands forward, enhancing market share and consumer connection, supported by really strong brand communications and innovations. SunRice is the trading name for Ricegrowers Australia and has several brands and businesses in its portfolio including SunRice, SunWhite, Riviana Foods, SunFoods and Solrais.  

“I have loved helping to develop those who I work with to be empowered balanced commercial marketers who can act with urgency and at the same time make smart consumer-first decisions,” Jeffrey said. “I have learnt that while your broader external environment can often be challenging, having the ability to be agile while maintaining a steadfast belief in being consumer-centric allows your business, brands and team to thrive.  

“With the benefit of a sizeable crop and a positive outlook, SunRice is well placed to continue its positive momentum in its next chapter.”   

While highlighting local Australian retail sales growth and partnerships as milestones over his tenure, Jeffrey’s has cherished the international successes.  

“With a mostly Sydney based team, I have very much enjoyed the successes we have achieved in really connecting with local consumers who relate to rice and mealtime in culturally very different ways to those we are personally familiar with,” he commented.  

Marketing programs of work that have been instrumental include TV campaigning in the Solomon Islands during the Soccer World cup, a pan-Arab campaign across the Middle Eastern markets, and expansion of SunRice’s snacking brands into new markets in Asia such as China, Hong Kong and Singapore.  

“I was also very proud of our collaboration with identity communications in developing our program connecting with rice loving Australians from ethnic food heritages,” Jeffrey said. This led the team to winning the NSW Premiers Multicultural Award for Campaign of the Year.   

CMO understands SunRice has appointed Kellogg’s marketer and current NZ general manager, Tamara Howe, as its new marketing chief, commencing end of February. 

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page            


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Great Sharing thoughts.It is really helps to define marketing strategies. After all good digital marketing plan leads to brand awareness...

Paul F

Driving digital marketing effectiveness

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in