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Gary Liu · Personal Profile01
Growth,
built end-to-end.

Connecting brand, consumer, channel and product to turn strategy into durable commercial growth.

15+YEARS
$100MSCALE
3GLOBAL BRANDS
01 · Leadership Thesis02
I build the system
behind the result.

Growth becomes repeatable when market strategy, brand expression, commercial planning and in-season execution operate as one system.

02 · Career Arc03
Three chapters. One expanding leadership scope.

From functional depth
to enterprise growth.

adidas

2008—2011

Cross-functional foundation across sales, marketing and retail.

NIKE

2011—2018

Consumer-led retail, network planning, wholesale strategy and category leadership.

Kontoor Brands

2018—PRESENT

Asia strategy, China wholesale leadership and full e-commerce P&L ownership.

03 · Foundation04
11
selected from
10,000+ applicants
adidas Greater China

Learn the whole business
before leading one.

A management trainee journey across sales, marketing and retail built an enduring habit: understand how every function contributes to the consumer and the commercial outcome.

SalesMarketingRetail
04 · Consumer & Retail05
1,600
doors activated
as one consumer moment
NIKE · Running

Turn brand energy
into retail impact.

Led the 2014 cross-category FREE campaign, strengthening execution and consumer experience across a national retail network — and contributing 30% of seasonal sales.

BrandRetailConsumer
05 · Planning & Category06
NIKE · National Wholesale & Football

Translate insight into
where to play.

5Y

Network strategy

Built the analytical foundation for NIKE’s five-year wholesale expansion plan.

450

CLC doors

Integrated product, distribution, marketing and retail for the 2018 World Cup.

+300

Basis points

Delivered incremental growth through category-led commercial execution.

06 · Strategy07
Insight is useful only when it changes a decision.

As Strategic Commercial Planning Director, Asia, I partnered with regional leadership to connect market, product and consumer insight to annual plans and priority initiatives.

07 · Leadership08
1
business rhythm
through uncertainty
Lee China · Interim Wholesale Head

Stabilize today.
Redesign tomorrow.

Steered the wholesale business through a leadership transition by redesigning governance, business reviews and decision cadence — protecting revenue and profit delivery in a challenging market.

GovernanceCadenceAccountability
08 · Transformation09
Lee & Wrangler China · E-commerce P&L

Build a multi-channel
growth engine.

$100M

Business scale

Full P&L leadership across Lee and Wrangler China e-commerce.

6

Platforms

Tmall, Douyin, JD.com, VIP.com, Dewu and Red — managed as one portfolio.

2×

Douyin growth

Doubled the channel in 2024 while restoring Tmall momentum.

09 · Product Lifecycle10
From a campaign hit to a repeatable operating model

Scale the winner.
Then build the machine.

200K+

Units sold

A hero style crossed 200,000 units through focused commercial scaling.

300K+

Top item

The full-lifecycle model pushed the next hero item beyond 300,000 units.

50×

Growth

Planning, merchandising and in-season trading worked as one closed loop.

10 · Operating System11
How I lead

Four lenses.
One commercial system.

01

Brand
Ambition

Protect what makes the brand distinctive.

02

Consumer
Demand

Read behavior before chasing the channel.

03

Channel
Economics

Allocate resources where value compounds.

04

Product
Lifecycle

Turn winners into repeatable capability.

11 · About & Personal Brand12
Gary at a glance

Strategist.
Operator.
Bridge-builder.

Shanghai-based commercial leader with 15+ years across apparel and sportswear. I move comfortably from market strategy to P&L, and from consumer insight to frontline execution.

My personal brand
I turn complexity into commercial clarity — and clarity into scalable growth.
Strategic clarity
Consumer instinct
Operating discipline
Team alignment
Gary Liu · Shanghai13
Build clarity.
Align the system.
Create growth.
Email
liushengbing@hotmail.com
Mobile
+86 180-1862-6000