Raised in Shanghai China, Liya has a diverse education and working background across China, Singapore and Canada. As an English major, she is fluent in Chinese and English and was often invited to interpret at joint venture negotiations, meetings of board of directors and even at the crucial meeting between Siemens’ Global Vice President and Shanghai Secretary General. After graduating from the world’s top MBA programme at McGill University with a marketing degree, she fully dedicated herself to B2C marketing. She is familiar with industries of consumer packaged goods and e-commerce, used to lead the Trade Marketing team for the famous skin care brand NIVE and managed the overall marketing activities for the renowned French e-commerce retailer 3Suisses.
For the past 9 years, Liya has acted as Marketing Vice President in international banks like OCBC and Standard Chartered and led China operations for a leading forex broker. Here, she grew online leads 5-fold within 2 years and conducted branch micro-marketing events with an ROI of 3,000%. Responsible for setting up marketing strategies, developing and overseeing the implementation of integrated marketing campaigns, organising local expos, coordinating digital marketing including website development and email campaigns, social media activities, PR, events and branch merchandising, Liya’s reputation in the finance industry is stellar. At Contentworks Agency Liya heads up the China business division onboarding VIP clients and coordinating local marketing efforts. Her knowledge of business relations between China and Europe are a considerable asset to the agency.
FUN FACT: Liya loves Flamenco and even performed on stage in the Shanghai Centre Theatre. She has visited 27 countries and shares her stories on a popular Chinese travel website.