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Joseph Liu

Career & Personal Branding Consultant, Founder

Public Speaker • Career Consultant • Podcast Host. Dedicated to helping people relaunch their careers.

London, Greater London, United Kingdom

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Joseph Liu's Email Addresses & Phone Numbers

Joseph Liu's Work Experience

ILUMITY Coaching

Career & Personal Branding Consultant, Founder

August 2012 to Present

London, United Kingdom

General Mills

Senior Brand Manager, Global Strategy & Communications, Häagen-Dazs

January 2013 to August 2013

London, United Kingdom

General Mills

Senior Brand Manager, Häagen-Dazs UK

April 2012 to December 2012

London, United Kingdom

Joseph Liu's Education

University of Michigan - Stephen M. Ross School of Business

MBA Marketing Entrepreneurship

2005 to 2007

Northwestern University

BA Psychology

1996 to 2000

The Coaches Training Institute

Professional Co-Active Coach Life Coaching Completed intermediate training program

2012 to 2013

About Joseph Liu's Current Company

ILUMITY Coaching

Joseph helps aspiring professionals and business owners bravely relaunch their careers & ideas by marketing their personal brands more powerfully. His work is informed by 10 years of global marketing experience in the US & UK on brands including Glad, Liquid-Plumr, Gü Puds, and Häagen-Dazs, 4 major brand relaunches, and 450+ hours of professional coaching. He loves...

About Joseph Liu

📖 Summary

My passion is empowering people to bravely relaunch their careers. As Founder of ILUMITY Coaching, I coach business owners & professionals to develop their personal brands and present themselves more powerfully to achieve their greatest potential. I especially enjoy coaching entrepreneurial professionals interested in paving their own unique career paths authentic to their strengths & passions. My work is informed by the intersection of my international coaching certification and 10 years of blue-chip, client-side brand marketing experience at entrepreneurial start-ups and Fortune 500 FMCG companies in the US & UK, managing relaunch initiatives on brands that include Glad, Liquid-Plumr, Gü Puds, and Häagen-Dazs. I now take the principles used in relaunching brands to help people relaunch their careers. I speaks and writes about career transitions and personal branding. I've been involved in the London marketing community as an events speaker, contributing writer on client/agency relations, and marketing awards judge. I've also been a featured speaker at TEDx, MarketingWeek Live, and Edge Digital Marketing.Career & Personal Branding Consultant, Founder @ Joseph helps aspiring professionals and business owners bravely relaunch their careers & ideas by marketing their personal brands more powerfully. His work is informed by 10 years of global marketing experience in the US & UK on brands including Glad, Liquid-Plumr, Gü Puds, and Häagen-Dazs, 4 major brand relaunches, and 450+ hours of professional coaching. He loves delivering motivational career talks, hosting career & personal branding workshops, and coaching within organisations. • Coached 400+ hours with clients in US, UK, Canada, Australia, Switzerland, Italy, Brussels, India, and Qatar. • Trained 1000+ professionals in my personal branding & career change seminars Services include: -Personal brand development -Brand coaching for business owners -Career mentorship & change management -Speaking & Workshops Visit to read more about what my clients have gained by working with me. From August 2012 to Present (3 years 5 months) London, United KingdomSenior Brand Manager, Global Strategy & Communications, Häagen-Dazs @ Led global collaborations with International regions and markets to create integrated Häagen-Dazs campaigns and experiences across Shops & Retail. Key responsibilities include global brand strategy, campaign asset development, and global initiatives.• Unlocked $500K annual cost savings opportunity through sub-branding initiative in France, Middle East, and Germany, driving final strategy to resolution among regional stakeholders and global headquarters. • Spearheaded $140K holiday brand campaign & toolkit development for all consumer channels by managing creative asset development and alignment among stakeholders representing 80 global markets. • Led assessment for newly formed global marketing team, synthesizing key findings for Global Marketing Director and Global HR Director to optimize and improve team’s effectiveness From January 2013 to August 2013 (8 months) London, United KingdomSenior Brand Manager, Häagen-Dazs UK @ Led UK strategic marketing development and brand planning to deliver business targets. Leverage global strategies to maximize brand equity, revenue, and profit. P&L management includes monthly sales, spend and profit analysis. Full marketing budget responsibility. New channel and partnership development. Work with European team to execute NPD launch plans in UK. • Managed brand P&L to remain on target plan by leading monthly analysis of sales, spend and profit, and full responsibility for management and forecasting of £5.4M marketing budget. • Delivered expected £2M incremental sales with new product launch by collaborating with Sales team and pan-European NPD team to create retailer sell-in and total marketing support plans. • Identified £6M incremental sales growth opportunity in non-Grocery retail channels by developing strategic brand vision to focus priorities of food service & out-of-home sales team. • Fueled +5 pt brand equity increase & 130% media ROI by overseeing PR launch of first seasonal ice cream cake, landing front page coverage in leading London daily newspaper and amongst influential media. From April 2012 to December 2012 (9 months) London, United KingdomSenior Brand Manager @ Led brand marketing for Gü Puds, the UK's #1 premium chilled desserts brand with sales in UK, Australia, Austria, Germany, The Netherlands and France (+£35 million annual turnover). Responsibilities include: ATL & BTL strategic development and tactical execution, brand strategy & positioning, agency management, media planning, PR, partnerships, digital, and promotions. • Launched company’s largest brand campaign by devising advertising & media strategy for £2M spend across TV, Press, Outdoor, In-store, PR, and Digital. Drove record-high market share, brand awareness, household penetration, and equity. • Managed relationships and coordinated work streams across 4 agencies: PR, Media, Design, and Creative to deliver tightly integrated marketing across all vehicles within budget. • Negotiated new promotional partnership with 20th Century Fox to create co-branded launch of 150,000 DVDs across UK, creating brand awareness in new channels, new store aisle, DVD on-pack, and inclusion on Fox’s ATL press & TV spend. • Spearheaded advertising agency selection by leading pitch process and driving alignment to final decision across various stakeholders including CEO, outgoing & incoming Managing Directors, and existing agency partners to establish new agency partnership with DDB UK to develop brand's largest TV advertising campaign. • Oversaw development of Gü's first online instructional videos across PR & design agencies to drive brand relevance during Christmas and Valentine's. Content delivered 10,000+ views/week with no ad support generating 600% media ROI. • Structured and led contract negotiations with agencies and marketing partners by involving relevant parties and ensuring mutually beneficial deal for all stakeholders involved. • Launched brand's first nation-wide front-of-store experiential sampling campaign by leading marketing strategy, collateral development, and brand ambassadors training. Achieved 51% purchase conversion and positive Y1 ROI. From August 2010 to February 2012 (1 year 7 months) London, United KingdomBrand Manager (US equivalent: Associate Marketing Manager), Liquid-Plumr brand @ Oversaw all aspects of marketing for Liquid-Plumr, the US’s #2 consumer drain opener ($130 million annual retail sales) including brand positioning, “green” product assessment, advertising development, media planning, and new product development. • Assessed feasibility of launching organic clog remover to deliver green innovation to category and improve market share. Gained senior management’s alignment to recommendation not to pursue after determining limited volume opportunity and excessive complexity, thus avoiding $500,000+ capital costs. • Established strategic positioning for new product launch by managing product name creation, consumer positioning, package design, and pricing strategy, delivering $3.1 million incremental sales revenue, 167 volume index vs. launch reco estimate, and +3.0pts share vs. YA. • Led cross functional marketing, R&D, and supply chain team to adjust product formulation and achieve superior product performance versus rest of drain care category while generating $840,000 cost savings. • Collaborated with creative agency to develop new $9 million advertising campaign with expected 60% payout increase, delivering incremental $5.6 million in annual revenues. • Developed FY’11 marketing plans by leading strategic brand development across creative media agencies. Obtained senior management’s approval for $11 million investment to support new brand positioning. From 2009 to 2010 (1 year) Brand Manager (US equivalent: Associate Marketing Manager), GLAD brand, Procter & Gamble JV @ Contributed to marketing initiatives for Glad (Procter & Gamble Joint-Venture), the US’s #1 bin liner brand and Clorox’s highest revenue business ($1.2 billion annual retail sales). Identified “green” product opportunities, led packaging improvements, developed consumer insights, and conducted share driver analyses. • Developed consumer proposition for green bin liner innovation to lower resin usage, thus reducing plastic bin liner waste by 10%. Leveraged consumer insights and packaging research to develop product’s new strategic positioning and maintain consumer purchase interest. Projected $5 million cost savings. • Led cross-functional team’s assessment of packaging innovation to simplify bin liner shopping experience and reduce packaging materials by 50%. Gained management’s alignment to recommendation not to pursue based on low consumer interest and excessive complexity, thus avoiding $15 million capital costs. • Managed brand strategy for $400,000 package redesign to optimize consumer at-shelf shopping experience and drive trade-up. Key retailers launched new design across 45 premium SKUs that generate $335 million revenue. • Oversaw $780,000 graphics budget for 100+ Glad bin liner SKUs. Identified opportunity to consolidate packaging design work and simplify on-pack graphics, achieving $150,000 annual cost savings. • Analyzed IRI (Information Resources Inc.) point-of-sale data to uncover key performance indicators and share drivers to drive brand planning and competitive tactics. Created new streamlined summary report for senior management’s investor relations calls that reduced preparation time burden by 25%. From 2007 to 2009 (2 years) Brand Intern @ One of six students in US selected for Clorox’s MBA brand internship program. Contributed to strategic analysis, consumer promotional program, and retail sales tracking for Glad bin liner brand ($1.2 billion annual retail sales). • Identified SKU rationalization opportunities and gained senior management's alignment to fast-track product launch into new Club customer channel with expected $14 million annual sales revenue. • Managed development of $1.5 million point-of-entry sampling program which received senior management’s launch approval with estimated 150% payout. • Developed strategic partnership evaluation tool to identify brand growth opportunities. After internship completion, brand actively used tool and pursued partnership recommendations. From May 2006 to August 2006 (4 months) Brand Associate @ Brand Associate & Health Policy Consultant Dual role as health policy consultant and corporate brand marketer for start-up consulting firm (160 employees) and think-tank serving Fortune 500 pharmaceutical and biotechnology companies. Oversaw corporate identity creation and new product development. • Managed company name creation during corporate rebranding initiative. Developed original concept for "Avalere,” eventually selected as new company name. Provided creative direction on company logo design, now used on all marketing collateral. • Oversaw company website redesign during corporate rebranding by directing team of designers and programmers on optimal information architecture, content, navigation, and imagery. New design remains in use as company’s primary client-facing, online resource. • Led cross-functional team of consultants, programmers, and vendors to launch company’s first educational CD-ROM. Product's success led company president to create new Educational Products division with expected $150,000 in annual revenues. From 2002 to 2005 (3 years) News Anchor & Program Host @ Served as news anchor for Hawaii Public Radio, servicing the Hawaiian Islands for National Public Radio, one of the US’s largest not-for-profit, non-commercial public radio providers with 26 million listeners. • Announced and edited stories for daily "All Things Considered" news program broadcast to Hawaii's National Public Radio (NPR) stations with over 150,000 listeners. From 2000 to 2001 (1 year) MBA, Marketing, Entrepreneurship @ University of Michigan - Stephen M. Ross School of Business From 2005 to 2007 BA, Psychology @ Northwestern University From 1996 to 2000 Professional Co-Active Coach, Life Coaching, Completed intermediate training program @ The Coaches Training Institute From 2012 to 2013 Joseph Liu is skilled in: Marketing Strategy, Brand Strategy, Brand Relaunches, Career Development Coaching, Business Coaching, Presentation Skills, Integrated Marketing, Advertising, Brand Architecture, Brand Management, Budgets, Marketing Communications, Product Development, Media Planning, Brand Development

Joseph Liu’s Personal Email Address, Business Email, and Phone Number

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Frequently Asked Questions about Joseph Liu

What company does Joseph Liu work for?

Joseph Liu works for ILUMITY Coaching

What is Joseph Liu's role at ILUMITY Coaching?

Joseph Liu is Career & Personal Branding Consultant, Founder

What is Joseph Liu's personal email address?

Joseph Liu's personal email address is j****[email protected]

What is Joseph Liu's business email address?

Joseph Liu's business email address is j****[email protected]

What is Joseph Liu's Phone Number?

Joseph Liu's phone +44 ** **** *209

What industry does Joseph Liu work in?

Joseph Liu works in the Professional Training & Coaching industry.

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In a nutshell

Joseph Liu's Personality Type

Extraversion (E), Intuition (N), Feeling (F), Judging (J)

Average Tenure

1 year(s), 6 month(s)

Joseph Liu's Willingness to Change Jobs



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There's 77% chance that Joseph Liu is seeking for new opportunities

Joseph Liu's Social Media Links

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Joseph Liu's Achievements

TEDx speaker

Issued by TEDx Cardiff 2014 · March 2014

IPA Effectiveness Award

Issued by Institute of Practitioners in Advertising · 2012

Strategic Innovation textbook acknowledgement

Issued by Allan Afuah, Associate Professor of Strategy, Ross School of Business · 2009

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