Anchor (Yao) Liu is the General Manager, Operation Management of Online Media Group Tencent. Yao has 15 years of solid experience in digital media and digital marketing sector. He joined Tencent in 2007 and took charge of many departments and teams successively, such as marketing planning, advertising products, content commercialization, video commercialization and media yield management. Thanks to the well-established system of big event commercialization under his leadership, he had attracted sponsorship of more than 100 million RMB for each of the big events since 2008, such as the Olympic Games, the FIFA World Cup and the World Expo Shanghai. In 2014, he assisted China Advertising Association to establish a series of industry standards in areas of user privacy protection, third-party measurement and mobile advertising effectiveness assessment, among others. He is a member of China Interactive Advertising Standard Committee.
He is one of China’s first digital marketing professionals. Before joining Tencent, he had worked in both Chinese and international leading agencies. Between 2000 and 2007, he had served many clients, including big names like AUDI, IBM and China Telecom. He has developed an in-depth understanding on customer needs and had customized a number of successful campaigns.