I-COM is pleased to announce that Christina Liao [pictured], Senior Vice President and Senior Partner, Director of Applied Data at FleishmanHillard in the US, is joining the I-COM Data Creativity Awards Board.
Christina Liao leads FleishmanHillard’s global Research & Analytics team. In this role, she leads a team of researchers and analysts who are nimble and adept at leveraging the power of research, data, and analytics to fuel persuasive insights, inspire powerful ideas, and create integrated communication solutions for clients. Ms. Liao is also responsible for the team’s talent development, P&L and global research offerings.
Most recently, Ms.Liao was group director, knowledge and insights, at The Coca-Cola Company, where she led significant work in brand equity, ROI across the Owned, Earned, Shared, Paid media channels, and the linkage between short-term and long-term business outcomes. The results of the work were used to shape strategies for various brand investments and creative development. Before that, she was the vice president of analytics services at CMI, a full-service market research firm where she developed a proprietary pathway model to identify turning points indecision-making journey. She has also served as group technical director at Opinion Research Corporation, where she provided leadership and consultation on large-scale, multi-year program evaluation projects.
Ms. Liao has almost 20 years of research, analytics, and insights experiences and expertise. She is the proven leader and expert in consulting with internal and external clients on the appropriate use of data, research and analytics tools; and translating research results into actionable brand, marketing and communication insights. She has been called upon to design and conduct large multi-brand studies and analyses in the areas of trends, brand loyalty, consumer satisfaction, customer lifetime value, and Return on Investment. Her work is used to help shape the direction of brand investments, media buy, new product development, customer acquisition, and creative development. During her nearly two decades in the measurement and analytics field, Ms. Liao has worked in both the private and public sectors and served clients in a variety of industries, from consumer packaged goods to pharmaceuticals, hospitality to insurance and financial services.
Ms. Liao is a frequent speaker at various research and industry conferences. She teaches at the annual American Marketing Association Advanced School of Marketing Research. In addition to being a Ph.D. candidate in research and measurement at Georgia State University, Ms. Liao has a bachelor’s degree in English language and literature from Fujian Normal University in her native China. More...