Zoe Liu ‘07
The Experimentalist Pushing Boundaries in Modern Tech and Creative Industries with Adaptability, Creativity, and Resilience
About Zoe Liu (Class of 2007, Time at AISG: 2004-2007):??
Zoe is a Creative Strategy Lead at Snap Inc. with experience leading teams across both tech platforms and agencies in the US and Asia. She works with some of the world's biggest brands to develop award-winning creative solutions. Zoe’s expertise extends across the fields of: AR marketing, creative storytelling, go-to-market strategies, international market expansion and bringing cutting-edge tech (ie. AR and AI) to the market in the process. She has extensive industry experience in Tech, eCommerce, Telco & Financial Services, Gaming, on-demand apps, social and dating apps, and entertainment.
Kevin Baker, the director of AISG, hosted an enlightening online interview with Zoe, a Class of 2007 AISG graduate and a dynamic creative marketer at Snapchat.? Zoe, connected from her office in sunny California, expressed her excitement and gratitude for the opportunity to revisit her roots and share her experiences. "It's such a pleasure to reconnect with AISG and to share how my journey unfolded after my time at the school," Zoe remarked.??
What are some of your lasting memories from your time at AISG???
I am grateful for the strong connections I formed at AISG, with some of my closest friends to date being from there. The exposure to different perspectives was unique and valuable, especially in the creative marketing field. I appreciate my excellent academic teachers, such as Mr. Turner, my Economics teacher, and Ms. Lin, who managed the music program. Additionally, I enjoyed the China trips I took with my friends where we got a chance to visit beautiful places around China. One trip that stands out was to Xingjiang, where we rode horses, slept in yak fur tents, and listened to locals sharing their stories by the bonfire. It was a truly memorable experience.
What do you consider to be the most important skills for success in your field???
The most important skills for success in my field are adaptability, creativity, and resilience in navigating the complex landscapes of modern industries, especially the tech and creative sectors. The industry is rapidly evolving, and staying agile has been key to not just surviving but thriving in this environment. Being open-minded and experimental in pushing boundaries, while also being thoughtful about what to hold true to, and what to remain flexible about, in a constantly changing industry.
Can you describe a typical day or week in your current role???
My work at Snapchat involves overseeing a team of creative strategists spanning across the US and developing strategies and creative ideas for brands to tell their stories on the Snap platform. We unlock what is possible for brands through creative solutions and provide consultative services. AR lenses are Snap’s augmented reality experiences, with which over 250M Snapchatters engage every day. They sense, enhance, and transform the world around us — but we’re just scratching the surface of what’s possible! As creative strategists, we advise brands how to show up via augmented reality or tap into the integrated marketing programs to answer questions such as, how can a brand show up for the Olympics in 2024. My work also include educating people, often through presentations to inspire creative teams and educate CMOs and Executive teams about the possibilities of Augmented Reality and the Snapchat creative platform.
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What advice would you give to someone interested in pursuing a career similar to yours???
My suggestion would be to embrace the possibilities and show interest in emerging technologies. I would recommend adopting an experimental mindset and exploring emerging technologies with curiosity. Additionally, it's crucial to not shy away from putting in the effort and to practice improving your skills. Instead of waiting for opportunities to come to you, actively seek them out and explore new avenues.
Can you share a particularly memorable or rewarding experience from your career so far???
As an Asian female in the American corporate world, breaking through the "bamboo ceiling" and advancing to the next level as a mid-level manager can be a challenge. However, after a decade in my career, I have found mentorship to be incredibly rewarding. I also offer mentorship opportunities to colleagues facing similar challenges and assist them in navigating unconscious bias in the workplace. I strongly believe in extending a helping hand to others, by providing them with the tools and resources to succeed?
What is the best way for?Rams to engage with you (i.e., LinkedIn, IG, etc)? ?
Overall, Zoe's experiences at AISG and her successful career at Snapchat highlight the importance of strong connections, exposure to different perspectives, and the need to remain adaptable and creative in a constantly evolving industry. Zoe fondly recalled the close-knit community and the deep bonds formed, which have supported her both personally and professionally. "The relationships I built at AISG have been a continuous source of strength and inspiration," she noted, underscoring the impact of educational experiences that extend beyond academic learning.??
Director at American International School of Guangzhou
9 个月Zoe, we are so proud of you and your accomplishments! It was a joy interviewing you! You are amazing! We look forward to the fantastic things you will certainly achieve in the future! You are an inspiration! Go Rams!