Joseph Liu Email & Phone Number

My mission is to help professionals bravely relaunch their careers to do more meaningful work. My unique approach of applying marketing principles to help individuals relaunch their personal brands during career transitions is informed by 10 years of global blue-chip marketing experience in the US & UK on consumer brands including Glad, Liquid-Plumr, Gü.

London, GB

• With listeners in 170+ countries, the Career Relaunch® podcast helps you navigate the emotions, challenges, and dynamics of changing careers. Each episode features interviews with individuals who have bravely stepped.
• 🌎 Global audience in 170+ countries featuring guests from 5 continents and 10+ countries
• 📈 Ranked as a top 20 career podcast on Apple Podcasts in the US 🇺🇸, UK🇬🇧, Australia🇦🇺, Canada🇨🇦 & Singapore 🇸🇬.
• 🏅Ranked as a Top 100 Career podcast in countries including Ireland🇮🇪, South Africa🇿🇦, Norway🇳🇴, 🇫🇷France, China🇨🇳, Turkey🇹🇷, Thailand🇹🇭, Hong Kong🇭🇰, Spain🇪🇸, Bulgaria🇧🇬, and Saudi Arabia🇸🇦.
• 🧑🏻‍💼 Featured as a "top business podcast for entrepreneurs" in Forbes, the “best podcast for transitioning to a new career” in Glassdoor, and a top podcast to "help you find a job” in Business Insider.

Minneapolis, Minnesota, US

• Led global collaborations with International regions and markets to create integrated Häagen-Dazs campaigns and experiences across Shops & Retail. Key responsibilities include global brand strategy, campaign asset.
• Unlocked $500K annual cost savings opportunity through sub-branding initiative in France, Middle East, and Germany, driving final strategy to resolution among regional stakeholders and global headquarters.
• Spearheaded $140K holiday brand campaign & toolkit development for all consumer channels by managing creative asset development and alignment among stakeholders representing 80 global markets.
• Led assessment for newly formed global marketing team, synthesizing key findings for Global Marketing Director and Global HR Director to optimize and improve team’s effectiveness

Minneapolis, Minnesota, US

• Led UK strategic marketing development and brand planning to deliver business targets. Leverage global strategies to maximize brand equity, revenue, and profit. P&L management includes monthly sales, spend and profit.
• Managed brand P&L to remain on target plan by leading monthly analysis of sales, spend and profit, and full responsibility for management and forecasting of £5.4M marketing budget.
• Delivered expected £2M incremental sales with new product launch by collaborating with Sales team and pan-European NPD team to create retailer sell-in and total marketing support plans.
• Identified £6M incremental sales growth opportunity in non-Grocery retail channels by developing strategic brand vision to focus priorities of food service & out-of-home sales team.
• Fueled +5 pt brand equity increase & 130% media ROI by overseeing PR launch of first seasonal ice cream cake, landing front page coverage in leading London daily newspaper and amongst influential media.

Bishop's Stortford, GB

• Led brand marketing for Gü Puds, the UK's #1 premium chilled desserts brand with sales in UK, Australia, Austria, Germany, The Netherlands and France (+£35 million annual turnover). Responsibilities include: ATL & BTL.
• Launched company’s largest brand campaign by devising advertising & media strategy for £2M spend across TV, Press, Outdoor, In-store, PR, and Digital. Drove record-high market share, brand awareness, household.
• Managed relationships and coordinated work streams across 4 agencies: PR, Media, Design, and Creative to deliver tightly integrated marketing across all vehicles within budget.
• Negotiated new promotional partnership with 20th Century Fox to create co-branded launch of 150,000 DVDs across UK, creating brand awareness in new channels, new store aisle, DVD on-pack, and inclusion on Fox’s ATL.
• Spearheaded advertising agency selection by leading pitch process and driving alignment to final decision across various stakeholders including CEO, outgoing & incoming Managing Directors, and existing agency partners.
• Oversaw development of Gü's first online instructional videos across PR & design agencies to drive brand relevance during Christmas and Valentine's. Content delivered 10,000+ views/week with no ad support generating.

Oakland, CA, US

• Oversaw all aspects of marketing for Liquid-Plumr, the US’s #2 consumer drain opener ($130 million annual retail sales) including brand positioning, “green” product assessment, advertising development, media planning.
• Assessed feasibility of launching organic clog remover to deliver green innovation to category and improve market share. Gained senior management’s alignment to recommendation not to pursue after determining limited.
• Established strategic positioning for new product launch by managing product name creation, consumer positioning, package design, and pricing strategy, delivering $3.1 million incremental sales revenue, 167 volume.
• Led cross functional marketing, R&D, and supply chain team to adjust product formulation and achieve superior product performance versus rest of drain care category while generating $840,000 cost savings.
• Collaborated with creative agency to develop new $9 million advertising campaign with expected 60% payout increase, delivering incremental $5.6 million in annual revenues.
• Developed FY’11 marketing plans by leading strategic brand development across creative media agencies. Obtained senior management’s approval for $11 million investment to support new brand positioning.

Oakland, CA, US

• Contributed to marketing initiatives for Glad (Procter & Gamble Joint-Venture), the US’s #1 bin liner brand and Clorox’s highest revenue business ($1.2 billion annual retail sales). Identified “green” product.
• Developed consumer proposition for green bin liner innovation to lower resin usage, thus reducing plastic bin liner waste by 10%. Leveraged consumer insights and packaging research to develop product’s new strategic.
• Led cross-functional team’s assessment of packaging innovation to simplify bin liner shopping experience and reduce packaging materials by 50%. Gained management’s alignment to recommendation not to pursue based on low.
• Managed brand strategy for $400,000 package redesign to optimize consumer at-shelf shopping experience and drive trade-up. Key retailers launched new design across 45 premium SKUs that generate $335 million revenue.
• Oversaw $780,000 graphics budget for 100+ Glad bin liner SKUs. Identified opportunity to consolidate packaging design work and simplify on-pack graphics, achieving $150,000 annual cost savings.
• Analyzed IRI (Information Resources Inc.) point-of-sale data to uncover key performance indicators and share drivers to drive brand planning and competitive tactics. Created new streamlined summary report for senior.

Oakland, CA, US

• One of six students in US selected for Clorox’s MBA brand internship program. Contributed to strategic analysis, consumer promotional program, and retail sales tracking for Glad bin liner brand ($1.2 billion annual.
• Identified SKU rationalization opportunities and gained senior management's alignment to fast-track product launch into new Club customer channel with expected $14 million annual sales revenue.
• Managed development of $1.5 million point-of-entry sampling program which received senior management’s launch approval with estimated 150% payout.
• Developed strategic partnership evaluation tool to identify brand growth opportunities. After internship completion, brand actively used tool and pursued partnership recommendations.

Washington, DC, US

• Brand Associate & Health Policy ConsultantDual role as health policy consultant and corporate brand marketer for start-up consulting firm (160 employees) and think-tank serving Fortune 500 pharmaceutical and.
• Managed company name creation during corporate rebranding initiative. Developed original concept for "Avalere,” eventually selected as new company name. Provided creative direction on company logo design, now used on.
• Oversaw company website redesign during corporate rebranding by directing team of designers and programmers on optimal information architecture, content, navigation, and imagery. New design remains in use as company’s.
• Led cross-functional team of consultants, programmers, and vendors to launch company’s first educational CD-ROM. Product's success led company president to create new Educational Products division with expected.

Washington, DC, US

• Served as news anchor for Hawaii Public Radio, servicing the Hawaiian Islands for National Public Radio, one of the US’s largest not-for-profit, non-commercial public radio providers with 26 million listeners.
• Announced and edited stories for daily "All Things Considered" news program broadcast to Hawaii's National Public Radio (NPR) stations with over 150,000 listeners.

Mba, Marketing, Entrepreneurship

Ba, Psychology

Professional Co-Active Coach, Life Coaching