Lin Liu joins UM China as chief strategy officer

UM Shanghai has appointed Lin Liu as Chief Strategy Officer.

A veteran in strategic planning and brand communication, Liu (pictured) brings 20 years’ experience in creative and digital agencies across China and North America, with demonstrated success in formulating strategies for brands spanning the FMCG, technology, automobile, cosmetics and luxury sectors.

Most recently, Lui was Head of Strategy & Planning of Isobar China, where she successfully transformed the planning offering to digitally-led yet idea-centric. Prior to Isobar, she was Brand VP of naked Group, and she had held strategic planning roles at Ogilvy & Mather, BBDO, R/GA, Saatchi & Saatchi and TBWA, working with multiple brands including Dove, Apple, Tiffany & Co., HP, Subaru, Mondelez, Kimberley-Clark and Tsingtao Beer.

As Chief Strategy Officer Liu will lead UM China’s strategic offering, working closely with business leads to drive growth with clients and developing a best in class strategy team.

Tom Wan, CEO of IPG Mediabrands China commented, “We are delighted to have Lin on board. The increasingly digital media landscape offers unprecedented opportunities to connect with consumers. Yet the complexity of the ecosystem in China urges even the best-informed marketers to engage their audience in a meaningful way. Through the power of strategic offerings led by Lin UM is poised to capitalize on the opportunities in the digital era on behalf of our clients”.

Liu commented, “I’m impressed by how UM is welcoming the monumental changes in our industry with rigor, foresight, and intelligence, which is captured in ‘Better Science, Better Art, Better Outcomes’. I look forward to working with a diverse and extremely talented group of professionals to forge creative thinking, a strong focus on consumers, and fluency in data and technology, into new solutions for our clients.”

Liu will be based in Shanghai, reporting to Tom Wan and her appointment is effective immediately.