Carat China promotes long-serving business director Tanya Liu to general manager

Liu’s main responsibility is to lead Kraft, Beiersdorf, Ferrero, Sisley, and La Praire as well as new business development.

She will be charged with transforming clients’ media communication under an integrated strategy in order to attract both young target audiences as well as existing consumers in China. 

She joined Carat in 2005 as planning director and was the key person in winning Kraft business. She managed key accounts such as Nivea and Ferrero. Prior to Carat China, Liu also worked for Universal McCann, where Johnson & Johnson was one of her key accounts.

During her years as business director, clients have been impressed with Liu’s consistent service and results-driven solutions, according to the agency. 

For example, in 2007 Kraft Prince was awarded Most Innovative campaign at the Asian Marketing Effectiveness Awards and in 2011 they received a Cannes Media Lion for Best Consumer Engagement.

Adil Zaim, who has recently taken up the role of Carat China CEO said, “Liu has been instrumental in driving excellence in effective communications for our clients, and her new role will empower her to be a key driver for Carat China’s future growth.”

Liu added, “I am very grateful for this recognition and look forward to the new challenges that lay ahead, while work with the team to achieve new heights.”

In January, Carat China promoted Hristo Cui, previously assistant vice president of digital planning, to the newly created role of general manager, digital.