Benjamin Li
Feb 13, 2012

Mindshare China hire ex Unilever’s head of marketing analytics to lead business planning

SHANGHAI - Mindshare China has appointed Ming Liao, most recently head of marketing analytics at Unilever China, as managing director, head of business planning.

Former Unilever's marketing head joins Mindshare China
Former Unilever's marketing head joins Mindshare China

Liao replaces Alex Ruffle, who was most recently partner, business planning for Mindshare China, and has recently transitioned into a WPP China role.

In his new role, Liao (pictured) will be responsible for setting vision and leading Mindshare’s business planning capabilities across all China-based clients.

He is on board this month and based in Mindshare's Shanghai office, where he will report directly to Karl Cluck, national head of planning for Mindshare China.

Armed with a Ph.D. in statistics and decision sciences from Duke University in the US, Liao brings to Mindshare China a decade of experience in the area of marketing analytics and research. He has worked in the US and China and has expertise in marketing research, data mining, digital marketing analytics, and strategic consulting.

Prior to joining Mindshare, Liao was head of marketing analytics at Unilever China for two years, where he was responsible for the development and application of advanced analytics in media mix optimization, brand portfolio investment, forecasting, pricing, and promotion.

Ming also worked as director, analytic consulting at Acxiom in China for a further two years and spent the early part of his career with Nielsen and IMS Health in the US, where he worked across various sectors including pharmaceuticals, FMCG, retail, e-commerce, and financial services.

“At Mindshare, we believe in adding depth to our service offerings, and business planning is one key area in which we can achieve that," said Cluck. “I am confident that Ming’s experience and expertise will further elevate the business planning initiatives.”

Mindshare China has promoted Gordon Domlija to managing director of key international accounts and Sarah Yi to managing director of team Yili, as reported last June.

Campaign China

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