Xinyi Liang
Chief Marketing Officer China · Global perspective
Turning customer understanding into enduring brand value.
Open to Board appointments · Advisory roles · Speaking invitations
Start a conversationA point of view
Strong brands begin with a precise understanding of the customer and become valuable through consistent commercial choices. I connect positioning, experience and growth measurement, while staying honest about what the evidence can attribute to marketing.
Decisions in context.
Brand transformation
An expanding portfolio had blurred the organisation's proposition.
Explore the work ↗Customer growth
Acquisition activity and customer experience were managed in separate conversations.
Explore the work ↗Market creation
Entering an unfamiliar segment required more than a new campaign.
Explore the work ↗The leadership record
Trusted with consequential decisions.
In the boardroom
- Aurelia ConsumerIndependent Director · 2023 — Present
- The Creative Futures TrustTrustee · 2019 — Present
Recognition
- Marketer of the YearThe Brand Effectiveness Awards · 2024
- Women in Leadership — MarketingThe Boardroom Review · 2022
In conversation
- “How a fourth-placed brand became the category leader”The Brand Effectiveness Journal · 2025
- “Why the board should own brand risk”The Boardroom Review · 2024
- “Episode 104 — Customer truth over campaign noise”The Leadership Ledger podcast · 2023
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
An invitation
The most consequential work begins with a conversation.
For board, advisory and leadership conversations where brand strategy matters.
- Board appointments
- Advisory roles
- Speaking invitations
office@xinyiliang.example