Chik Aun Foo

Chik Aun Foo

Partner, Strategy& China

Chik Aun Foo is the strategy lead for the China Consumer Markets practice within Strategy&, PwC’s strategy consulting group. He is a Partner based in the Shanghai office.

Chik Aun Foo has 12 years of strategy consulting experience, serving many large global and local key accounts. His clients include both Consumer Packaged Goods (CPG) and Retail players across Food & Beverage, Personal Care, Beauty, Apparel, Travel and Retail clusters. He has deep functional expertise in growth strategies, revenue growth management (RGM), route to market (RTM) and digital/advanced analytics (D+A).

Examples of his experience include:

  • Growth strategies including market entry strategy, business expansion and change management for companies across multiple industries over the past decade 
  • Transformation for large SOEs including beer and airline companies
  • Extensive expertise in the food and beverage industry, including providing long-term consulting services to a large beverage major on various strategic topics, such as RGM, RTM and Digitization
  • Customer value proposition, RTM transformation (traditional, digital B2B and hybrid) for FMCGs
  • Trade spend optimization for FMCG and retail companies, such as channel (e.g., eCommerce, offline retail) promotion spending plans with advanced analytics 
  • Capability building programs for several CPGs, such as RGM Academy training system development 
  • Digital transformation and analytics, for example, leaning a digital strategy project covering 7 APAC countries, covering areas such as digital marketing, eCommerce and B2B 

Outside of consulting, Chik Aun has had about 10 years of corporate experience in Operations and Corporate Strategy in China and the APAC region.


  • Corporate growth strategy
  • Revenue Growth Management (RGM) – Portfolio, Pricing, Promo Optimization 
  • Route to Market (RTM) strategy 
  • Digital Transformation & Advanced Analytics 
  • Supply chain / Operations Optimization


  • MBA, Australian Graduate School of Management
  • B.Bus, Nanyang Technological University (Singapore)

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