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Definition of Reputation Credits
Pei Liu
Vice President
Taiwan
As a media and advertising professional for more than 20 years, I am familiar with printed and digital content production, digital advertising, and I am also an expert in promoting e-commerce marketing through well-crafted advertising materials. I have extensive experience in online and offline integrated marketing, project costing, profit estimation, planning, and execution.
Specialties:
1. Planning and producing fashion, beauty, and finance-related content.
2. Managing business costs and achieving profitability.
3. Digital marketing, including Facebook and Google advertising, as well as the management of social media platforms (Facebook fan page, Instagram, and Line).
4. Scheduling e-commerce campaigns and developing sales strategies.
5. Implementing integrated cross-media marketing involving main media, KOLs, and KOCs.
6. Coordinating internal cross-departmental communication and collaboration. Integrating and connecting external resources.
7. Planning and executing physical activities.
Work Experience
Chief Operating Officer • Jianho International Ltd.
April 2023 - Present
1. Oversee all operational aspects of the company, including own-brand management, procurement, business development, distribution, inventory, and marketing strategy formulation and budgeting.
- Own Brands: Managed product development for two product lines, fashionable women's clothing and fragrances. This included market analysis, defining brand development strategies, overseeing product development and manufacturing, forecasting sales revenue and gross profit, planning online channel activities (including the official website and external e-commerce platforms), formulating brand marketing strategies and budgets, executing marketing campaigns, and negotiating collaborations.
- Procurement: Developed procurement budgets, planned procurement category ratios, and adjusted them in real-time based on sales performance. Selected procurement items based on profit margins and category ratios, planned the listing of procurement items, and scheduled procurement item promotions.
- Business Development: Assisted colleagues in business development and collaborated with suppliers.
- Distribution: Set monthly performance goals for the official website and external e-commerce platforms, planned and organized website activities, and supported colleagues in achieving performance goals.
- Inventory: Monitored inventory levels for each product and adjusted procurement quantities and production volumes for own-brand products. Conducted monthly stocktaking and managed perishable items.
- Marketing: Created marketing budgets and revenue estimates, formulated marketing goals and plans, collaborated with marketing companies to execute marketing campaigns.
2. Responsible for human resource management within the operations department, including:
- Recruitment
- Establishing KPIs for team members in the operations department
- Regularly reviewing team members' performance
- Developing bonus policies and calculating bonuses
Chief Marketing Officer • The Agora
May 2022 - March 2023
Agora is an American publishing group with over 30 years of history, currently offering online financial services and having subsidiaries in 15 countries worldwide. The Oxford Club is a brand under the Agora Group. In May 2022, we initiated operations in Taiwan under the name "Taiwan Oxford Club."
American Agora Corporate Website: https://theagora.com/
American Oxford Club Official Website: https://oxfordclub.com/
Taiwan Oxford Club Official Website: https://oxfordclubtaiwan.com/
1. Managing the allocation of a monthly marketing budget of $40,000 and achieving performance targets.
2. Planning, optimizing, and analyzing FB and Google advertising strategies.
3. Creating social media and digital advertising materials, including copywriting, video scripting, production execution, whiteboard animation creation, and live broadcasting.
4. Analyzing the effectiveness of social media and digital advertising campaigns.
5. Developing email marketing strategies and conducting data analysis.
6. Crafting email marketing copy.
7. Reporting marketing data and future plans to the American headquarters on a weekly basis.
Director of Marketing and CRM • David & Maisie Select (Fragrance & Cleaning Product Online Retailer)
January 2020 - February 2022
https://www.david-maisie.com/https://www.david-maisie.com/
1. Official website content management and SEO.
2. Annual marketing budget planning and sales target achievement.
3. FB and Google advertising strategies planning and optimization.
4. Online Community (FB, LINE, IG) operating and data analyzing.
5. Planning and executing KOL, KOC cooperation projects.
6. Media procurement
7. Official website campaign scheduling.
8. Official website data tracking.
9. Competitor analysis.
10. Negotiating and bargaining with foreign suppliers.
11.Achieve KPI, ROAS 4~5.
Chief Marketing Officer • Dylan Real Estate Institute California (Real Estate Transaction and Brokerage Training)
April 2019 - February 2020
The Dylan Institute is based in Irvine, California, USA, and encompasses real estate transactions, real estate agent, and mortgage broker training programs, as well as real estate financing and loans. Its primary clientele consists of the local Chinese community. During this time, I worked remotely.
Responsibilities:
1. Management of social media operations, including YouTube, Facebook, and WeChat Official Accounts.
2. Formulation of advertising placement strategies and data analysis.
3. Writing guest articles for real estate columns in U.S. Chinese media.
4. Planning and executing member engagement programs.
Vice President • Deal Media International
December 2015 - March 2019
https://www.milkxtw.com/
1. Formulated strategies and objectives based on market trends.
2. Set performance targets, prepared budgets, and managed costs.
3. Established team and individual KPIs (Key Performance Indicators).
4. Restructured the organizational framework to optimize productivity and value.
5. Developed "Wave News," a trend-focused video series, including content creation, external platform collaborations, and e-commerce initiatives.
6. Oversaw the content, projects, events, distribution, and business aspects of "milk" and "milk X" magazines.
7. Integrated media resources and advertising clients, organizing VIP events for advertising clients periodically.
8. Assisted team members in resolving execution-related issues to achieve work objectives.
Editor in Chief • TVBS Media Inc 聯利媒體股份有限公司
December 2006 - December 2015
1. Managed the content of the QUEENmagazine.
2. Prepared budgets and performance targets.
3. Planned and executed the production, distribution, and overseas licensing of expert-authored book series.
4. Facilitated internal communication and coordination between departments, including collaborating with the Marketing and Distribution Department to develop PR event strategy direction, assisting the Business Department in project planning, and establishing effective communication channels with partner brands and advertising clients on behalf of the QUEEN magazine.
Fashion Director of Haper's Bazzar • Hearst Magazines
December 2004 - November 2006
1. Planned and coordinated the overall fashion segment for Harper's Bazaar.
2. Oversaw the execution of cover stories featuring prominent individuals.
3. Authored trend reports and designer profiles; conducted personal interviews with renowned designers such as Karl Lagerfeld, Marc Jacobs, and high-level executives of the LVMH Group in the Asian region.
4. Provided guidance and supervision to fashion editors in the execution of related fashion segments.
5. Assisted the Sales and Marketing departments in planning and executing projects and events commissioned by advertising clients.
Education
National Chengchi University
EMBA
2014 - 2016
Projects
TVBS North Coast Marathon 12/2014~05/2015
Project Summary:
This was the second time TVBS held a marathon event. We cooperated with the local organization, the Department of Information and Tourism, Taipei City Government. Since this was the first marathon event held along the north coast, it attracted more than 8,000 runners to participate. All proceeds from the participants' registrations were donated to public welfare organizations.
Project Profit:
NT$23 million from sponsorships
Task Description:
1. Planning activity and marketing strategies.
2. Cost control and profit estimation.
3. Coordinating and supervising the execution partner.
4. Supervising the production and maintenance of the event website.
5. Planning and executing the advertorial content for sponsors.
6. Creating and executing promotional ideas.
QUEEN Awards 2014 03/2014~09/2014
Project Summary:
Following the success of the first QUEEN Awards, the second QUEEN Awards was held biennially. There was a 60% increase in the number of participating products, and the event was even larger than the first one, generating approximately $36 million in revenue.
Project Profit:
NT$36 million
Task Description:
1. Overall event planning.
2. Cost control and profit estimation.
3. Construction of the assessment process.
4. Brand communication.
5. Supervision of the construction of the voting website.
6. Planning and executing the advertorial content for sponsors.
7. Writing and publishing event press releases.
8. Planning and executing the award ceremony.
TVBS Power of Red Lips Marathon 01/2014~05/2014
Project Summary:
This project marked the first time TVBS organized a marathon to promote public welfare through its media platform. It received an overwhelming response from the audience. Sponsorship arrangements included TVBS program placements, event site exposure, and booth displays, among others.
Project Profit:
NT$12 million from sponsorships
Task Description:
1. Planning activity and marketing strategies.
2. Cost control and profit estimation.
3. Coordinating and supervising the execution partner.
4. Supervising the production and maintenance
of the event website.
5. Planning and executing the advertorial content for sponsors.
6. Creating and executing promotional ideas.
QUEEN Awards 2013 3/2013~10/2013
Project Summary:
The Queen Awards is the most renowned beauty awards program with high credibility in Taiwan. Products that receive these awards typically experience a significant increase in annual sales.
Project Profit:
NT$20 million
Task Description:
1. Overall event planning.
2. Cost control and profit estimation.
3. Construction of the assessment process.
4. Brand communication.
5. Supervision of the construction of the voting website.
6. Planning and executing the advertorial content
for sponsors.
7. Writing and publishing event press releases.
8. Planning and executing the award ceremony.
Languages
Language — Native-Madarin Language — Professional-English
Pei Liu
Vice President
Taiwan
As a media and advertising professional for more than 20 years, I am familiar with printed and digital content production, digital advertising, and I am also an expert in promoting e-commerce marketing through well-crafted advertising materials. I have extensive experience in online and offline integrated marketing, project costing, profit estimation, planning, and execution.
Specialties:
1. Planning and producing fashion, beauty, and finance-related content.
2. Managing business costs and achieving profitability.
3. Digital marketing, including Facebook and Google advertising, as well as the management of social media platforms (Facebook fan page, Instagram, and Line).
4. Scheduling e-commerce campaigns and developing sales strategies.
5. Implementing integrated cross-media marketing involving main media, KOLs, and KOCs.
6. Coordinating internal cross-departmental communication and collaboration. Integrating and connecting external resources.
7. Planning and executing physical activities.
Work Experience
Chief Operating Officer • Jianho International Ltd.
April 2023 - Present
1. Oversee all operational aspects of the company, including own-brand management, procurement, business development, distribution, inventory, and marketing strategy formulation and budgeting.
- Own Brands: Managed product development for two product lines, fashionable women's clothing and fragrances. This included market analysis, defining brand development strategies, overseeing product development and manufacturing, forecasting sales revenue and gross profit, planning online channel activities (including the official website and external e-commerce platforms), formulating brand marketing strategies and budgets, executing marketing campaigns, and negotiating collaborations.
- Procurement: Developed procurement budgets, planned procurement category ratios, and adjusted them in real-time based on sales performance. Selected procurement items based on profit margins and category ratios, planned the listing of procurement items, and scheduled procurement item promotions.
- Business Development: Assisted colleagues in business development and collaborated with suppliers.
- Distribution: Set monthly performance goals for the official website and external e-commerce platforms, planned and organized website activities, and supported colleagues in achieving performance goals.
- Inventory: Monitored inventory levels for each product and adjusted procurement quantities and production volumes for own-brand products. Conducted monthly stocktaking and managed perishable items.
- Marketing: Created marketing budgets and revenue estimates, formulated marketing goals and plans, collaborated with marketing companies to execute marketing campaigns.
2. Responsible for human resource management within the operations department, including:
- Recruitment
- Establishing KPIs for team members in the operations department
- Regularly reviewing team members' performance
- Developing bonus policies and calculating bonuses
Chief Marketing Officer • The Agora
May 2022 - March 2023
Agora is an American publishing group with over 30 years of history, currently offering online financial services and having subsidiaries in 15 countries worldwide. The Oxford Club is a brand under the Agora Group. In May 2022, we initiated operations in Taiwan under the name "Taiwan Oxford Club."
American Agora Corporate Website: https://theagora.com/
American Oxford Club Official Website: https://oxfordclub.com/
Taiwan Oxford Club Official Website: https://oxfordclubtaiwan.com/
1. Managing the allocation of a monthly marketing budget of $40,000 and achieving performance targets.
2. Planning, optimizing, and analyzing FB and Google advertising strategies.
3. Creating social media and digital advertising materials, including copywriting, video scripting, production execution, whiteboard animation creation, and live broadcasting.
4. Analyzing the effectiveness of social media and digital advertising campaigns.
5. Developing email marketing strategies and conducting data analysis.
6. Crafting email marketing copy.
7. Reporting marketing data and future plans to the American headquarters on a weekly basis.
Director of Marketing and CRM • David & Maisie Select (Fragrance & Cleaning Product Online Retailer)
January 2020 - February 2022
https://www.david-maisie.com/https://www.david-maisie.com/
1. Official website content management and SEO.
2. Annual marketing budget planning and sales target achievement.
3. FB and Google advertising strategies planning and optimization.
4. Online Community (FB, LINE, IG) operating and data analyzing.
5. Planning and executing KOL, KOC cooperation projects.
6. Media procurement
7. Official website campaign scheduling.
8. Official website data tracking.
9. Competitor analysis.
10. Negotiating and bargaining with foreign suppliers.
11.Achieve KPI, ROAS 4~5.
Chief Marketing Officer • Dylan Real Estate Institute California (Real Estate Transaction and Brokerage Training)
April 2019 - February 2020
The Dylan Institute is based in Irvine, California, USA, and encompasses real estate transactions, real estate agent, and mortgage broker training programs, as well as real estate financing and loans. Its primary clientele consists of the local Chinese community. During this time, I worked remotely.
Responsibilities:
1. Management of social media operations, including YouTube, Facebook, and WeChat Official Accounts.
2. Formulation of advertising placement strategies and data analysis.
3. Writing guest articles for real estate columns in U.S. Chinese media.
4. Planning and executing member engagement programs.
Vice President • Deal Media International
December 2015 - March 2019
https://www.milkxtw.com/
1. Formulated strategies and objectives based on market trends.
2. Set performance targets, prepared budgets, and managed costs.
3. Established team and individual KPIs (Key Performance Indicators).
4. Restructured the organizational framework to optimize productivity and value.
5. Developed "Wave News," a trend-focused video series, including content creation, external platform collaborations, and e-commerce initiatives.
6. Oversaw the content, projects, events, distribution, and business aspects of "milk" and "milk X" magazines.
7. Integrated media resources and advertising clients, organizing VIP events for advertising clients periodically.
8. Assisted team members in resolving execution-related issues to achieve work objectives.
Editor in Chief • TVBS Media Inc 聯利媒體股份有限公司
December 2006 - December 2015
1. Managed the content of the QUEENmagazine.
2. Prepared budgets and performance targets.
3. Planned and executed the production, distribution, and overseas licensing of expert-authored book series.
4. Facilitated internal communication and coordination between departments, including collaborating with the Marketing and Distribution Department to develop PR event strategy direction, assisting the Business Department in project planning, and establishing effective communication channels with partner brands and advertising clients on behalf of the QUEEN magazine.
Fashion Director of Haper's Bazzar • Hearst Magazines
December 2004 - November 2006
1. Planned and coordinated the overall fashion segment for Harper's Bazaar.
2. Oversaw the execution of cover stories featuring prominent individuals.
3. Authored trend reports and designer profiles; conducted personal interviews with renowned designers such as Karl Lagerfeld, Marc Jacobs, and high-level executives of the LVMH Group in the Asian region.
4. Provided guidance and supervision to fashion editors in the execution of related fashion segments.
5. Assisted the Sales and Marketing departments in planning and executing projects and events commissioned by advertising clients.
Education
National Chengchi University
EMBA
2014 - 2016
Projects
TVBS North Coast Marathon 12/2014~05/2015
Project Summary:
This was the second time TVBS held a marathon event. We cooperated with the local organization, the Department of Information and Tourism, Taipei City Government. Since this was the first marathon event held along the north coast, it attracted more than 8,000 runners to participate. All proceeds from the participants' registrations were donated to public welfare organizations.
Project Profit:
NT$23 million from sponsorships
Task Description:
1. Planning activity and marketing strategies.
2. Cost control and profit estimation.
3. Coordinating and supervising the execution partner.
4. Supervising the production and maintenance of the event website.
5. Planning and executing the advertorial content for sponsors.
6. Creating and executing promotional ideas.
QUEEN Awards 2014 03/2014~09/2014
Project Summary:
Following the success of the first QUEEN Awards, the second QUEEN Awards was held biennially. There was a 60% increase in the number of participating products, and the event was even larger than the first one, generating approximately $36 million in revenue.
Project Profit:
NT$36 million
Task Description:
1. Overall event planning.
2. Cost control and profit estimation.
3. Construction of the assessment process.
4. Brand communication.
5. Supervision of the construction of the voting website.
6. Planning and executing the advertorial content for sponsors.
7. Writing and publishing event press releases.
8. Planning and executing the award ceremony.
TVBS Power of Red Lips Marathon 01/2014~05/2014
Project Summary:
This project marked the first time TVBS organized a marathon to promote public welfare through its media platform. It received an overwhelming response from the audience. Sponsorship arrangements included TVBS program placements, event site exposure, and booth displays, among others.
Project Profit:
NT$12 million from sponsorships
Task Description:
1. Planning activity and marketing strategies.
2. Cost control and profit estimation.
3. Coordinating and supervising the execution partner.
4. Supervising the production and maintenance
of the event website.
5. Planning and executing the advertorial content for sponsors.
6. Creating and executing promotional ideas.
QUEEN Awards 2013 3/2013~10/2013
Project Summary:
The Queen Awards is the most renowned beauty awards program with high credibility in Taiwan. Products that receive these awards typically experience a significant increase in annual sales.
Project Profit:
NT$20 million
Task Description:
1. Overall event planning.
2. Cost control and profit estimation.
3. Construction of the assessment process.
4. Brand communication.
5. Supervision of the construction of the voting website.
6. Planning and executing the advertorial content
for sponsors.
7. Writing and publishing event press releases.
8. Planning and executing the award ceremony.
Languages
Language — Native-Madarin Language — Professional-English