At Unilever Liao (pictured) was responsible for developing and applying advanced analytics in brand portfolio investments, forecasting, pricing and promotions. As well as his time with Unilever, Liao has spent time in the research sector with Acxiom in China and Nielsen and IMS Health in the US. His work has covered the pharma, FMCG, retail, and financial sectors.

He will report to Mindshare’s national head of planning Karl Cluck and will be responsible for business planning capabilities across all China-based clients.

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