Sheena Liu to manage both UM and Initiative in Taiwan

Liu (pictured) will report directly to Prashant Kumar, regional president, World Markets Asia at Mediabrands, which owns the UM and Initiative brands.

Kumar commented, "Sheena joining our team reinforces our commitment to invest in next-generation hybrid leadership. Her positivity, flawless track record, and growth-mindedness is precious".

Liu has 10 years of experience in strategic planning & development and sales management in the Taiwanese market. Her most recent role was at Yahoo Taiwan. Prior to that she held several positions at Ogilvy One and Leo Burnett, handling clients such as McDonald’s, Heineken, and SK-II.

"I am excited to be joining Mediabrands, especially during a time when media agencies are diversifying into new product capabilities," Liu said.