Jonathan Liu Email & Phone Number

Shanghai

Shanghai, China

Shanghai City, China

- Communications strategy re-development in response to Changing competitive dynamics: from pure product communications to product & corporate communications- Corporate messaging & issue management: set the tone and act as the gatekeeper for external communications, especially under issue/crisis circumstances: communications amid China-US trade conflict; ‘Huawei shipment’ issue; establishment of Infineon Greater China brand promise, etc.- M&A communications: establish communications guidance and offer support for local executives during M&A regulatory approval period- The development of award-winning corporate communications programs to increase brand preference • Promoted Infineon to be a star at 2nd CIIE: 2700+ media coverage through earned media, including ~60 TV reports, of which 23 are from National Television CCTV. (winner of two SABRE Awards 2020, one of the most prestigious international PR award; two local awards from China PR association and 17PR.com) • Position senior executive in the market through high-level public speeches and media engagement.- Digital Communications: drive the transformation of Infineon’s WeChat from contentdriven to data driven (social CRM)- Product communications programs restructuring to better align with business focus and amplify the voices: 150% product information increase on media channels

Traveling Around The World

Shanghai City, China

Report to: Asia President / Subordinate: 3Business Strategy & Planning: • Market strategy: developed three-year plan prioritizing value creation opportunities (e.g. new product, adjacent market entry, dealer strategy, geographical extension) and got support from Headquarters • VOC (Voice of Customer) & business value chain audit: re-defined competitive advantages and discovered the needs to improve operations efficiency • Business intelligence & portfolio management: invested and grew healthcare business; maximized education business and de-prioritized industrial business. Consumer-Insight Driven Marketing & Communications: • Financial products positioning• Demand generation approach re-innovation: engaged and nurtured customers at each stage of their decision journey: awareness; consider; purchase; experience & advocate• Marketing programs re-structuring to support approach re-innovation. The new program mix optimized expenditure effectiveness, including but not limited to: o Awareness stage: new digital advertisement campaign and the creation of company driven activities (e.g. CEO forum, tradeshow, sponsorship) o Considering stage: refocused on consumer-driven activities and a full leverage of PR & SEM o Purchase stage: reposition and messaging development o Advocate stage: the creation of endorsement programs

Shanghai City, China

Report to: Director / Subordinate: 2• Total IMC project management in consumer marketing and corporate branding: from idea generation to program development, implementation & measurement (Project Highlights: IKEA Shopping Centre China market entry and store promotion, Electrolux C5 Products Launch, Coca Cola Corporate Branding, etc.)• Product/corporate positioning consultation: perception gap, key competitor benchmark, performance driver, etc. (Project Highlights: Genzyme，IKEA Shopping Centre, etc.)• Crisis prevention communications (Project Highlights: Eli Lilly, Perfetti and P&G.)• Executives training: assistant trainer and program planner (Project Highlights: DSM media spokesperson and issue management training)

Shanghai

Report to : Head of Communications and External Relations Director, Asia • Marcom: collaborated with sales team and global marketing team to design and execute marcom programs based on product life cycle: trade show, sponsorship, technology seminar, customer testimonial, etc. • Media relations & social media: Set-up external communications platform to increase brand awareness and drive advocacy: social media, media campaign, etc. • Government relations: monitored policy and regulation dynamics; coordinated government meetings and developed meeting briefings• Budget management across multiple business units

Master Of Business Administration (Mba), Mba

B.A, English

- National English Speaking Contest Winner (third runner-up), 2005. - 2 years English teaching experience in a foreign language school.