Lucas Liu
About Lucas Liu
Lucas Liu is the Brand Director of Whisper at 宝洁, with extensive experience in brand management and marketing across various global companies.
Brand Director at Whisper
Lucas Liu is the Brand Director of Whisper, a position he has held since 2019. In this role, Lucas manages a brand portfolio with a P&L responsibility of RMB 1.3 billion across various channels such as hypermarkets, supermarkets, distributor channels, and eCommerce. He successfully launched a super premium product line that contributed to the brand's growth by acquiring over 2 million new users year on year. Additionally, Lucas led business strategies and customer engagement initiatives for key retailers such as Walmart, SAMS' Club, Costco, and CR Vanguard. He also owned the Whisper Olympic Campaign, orchestrating both ATL and BTL marketing efforts.
Background in Brand Management
Before serving as the Brand Director of Whisper, Lucas Liu worked as the Brand Manager for P&G Ecom at 宝洁 from 2015 to 2019 in Guangzhou. His responsibilities in this role included managing various brand portfolios and executing effective eCommerce strategies. Lucas has extensive experience in digital marketing and brand development, which has been instrumental in his current role. His career trajectory showcases a strong foundation in brand management and strategic planning.
Global Sales Strategy Experience
Lucas Liu gained valuable international experience while working as a Global Sales Strategy Intern at Dr. Ing. h.c. F. Porsche AG in 2014 for eight months. During his tenure in the Stuttgart Area, Germany, he was involved in sales strategy initiatives that provided him with a solid understanding of global markets. This experience contributed to his well-rounded approach to brand management and strategic marketing.
Early Career and Roles in Marketing
Lucas Liu's early career includes serving as the Brand Development Manager Assistant for Premium Tea at Unilever for two months in London in 2013. Additionally, he was a Marketing Assistant at CEBEX Group for two months in 2012. His experience in these roles equipped him with essential skills in brand development, market research, and strategic planning. Moreover, Lucas was the VP ICX at AIESEC from 2011 to 2013, where he honed his leadership and project management skills.
Education and Academic Background
Lucas Liu holds a Bachelor's degree from Zhejiang University, where he studied at the School of International Studies from 2010 to 2014. His academic background provides a solid foundation in international relations and business studies, which have been pivotal in his professional development. Lucas also attended No.24 High School in Dalian.