Title: Head of Global Brand Partnerships
Company: TikTok
Location: Westbury, New York, United States
Vanessa Liu, head of global brand partnerships at TikTok, has been recognized by Marquis Who’s Who Top Executives for dedication, achievements, and leadership in e-commerce.
Across more than 15 years, Ms. Liu has established a sterling reputation in the fields of e-commerce and marketing. Her impressive career began in her home country of China, where she joined Epson as a commercial and trade marketing associate in 2007. Ms. Liu further established herself as a regional sales and training manager at Procter & Gamble’s Chinese branch, overseeing regional sales of the Olay skin care brand and achieving a 100% training coverage rate for the company. Following that, she stepped into the role of digital marketing and e-commerce consultant for LVMH Perfumes & Cosmetics in 2014.
During Ms. Liu’s five-year tenure with LVMH, she led efforts to grow brand engagement on a variety of Chinese platforms, including WeChat, Weibo and Red. Her success led to her joining the company in a full-time role as a marketing manager and immigrating to the United States.
Continuing her succession of impactful jobs, Ms. Liu became the executive director of marketing at The Estée Lauder Companies. In this position, she headed up marketing for the company’s esteemed La Mer skin care brand, growing the organization’s market share in the process. Ms. Liu later took on the responsibilities of director of international markets and global online marketing for The Estée Lauder Companies. During this stretch, she developed a business plan for the international launch of the company’s new family band, Aerin, including a global e-commerce strategy.
Since 2024, Ms. Liu has served as the head of global brand partnerships for TikTok, with a focus on the TikTok Shop portion of the popular social media platform. Building on her experience with various skin care and cosmetic brands, she has focused on boosting the beauty and personal care section of the TikTok shop. Under Ms. Liu’s guidance, this area has seen a triple-digit increase in gross merchandise value, aided by partnerships with major brands like L’Oréal, Colgate, Procter & Gamble, Unilever, Estée Lauder, Shiseido and more.
Ms. Liu’s trajectory in the field was born of her academic journey, beginning with obtaining a bachelor’s degree in computer science from Northeastern University in 2008. She returned to school more recently, earning a Master of Business Administration in general management and marketing from Baruch College, part of The City University of New York (CUNY), in 2020. Dedicated to continuous improvement, Ms. Liu completed Columbia Business School’s chief marketing officer senior executive education program in 2023. She is also certified in business and English through the University of Pennsylvania.
Long dedicated to civic advocacy, Ms. Liu contributes to her wider community as an ambassador to the Procter & Gamble Alumni Foundation and a global network ambassador for Columbia Business School’s executive education branch. She also continues to lead Asian Affinity Group Advocacy for The Estée Lauder Companies. Additionally, Ms. Liu is dedicated to uplifting others in her industry. She offers her time as an executive coach with Baruch College and as a member of Chief, a well-regarded professional network for women executives.
While her career has been full of milestones, Ms. Liu is most proud of the hard work she has put into furthering her journey as a first-generation immigrant, crafting a life for herself in a new country. She attributes much of her success in this endeavor to her natural curiosity and desire to always ask questions and grow.
Outside of her professional life, Ms. Liu is a devoted wife. In her free time, she enjoys hiking and trapshooting. Ms. Liu looks forward to improving in her latest role with TikTok as she moves forward in her career.
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