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Peter Liao

Peter Liao

Associate Director, Digital Strategy


New York, NY

Associate Director at MediaVest



Associate Director, Digital Strategy

Account | Bristol-Myers Squibb

• Manage digital strategy for all seven brands within the B-MS diabetes portfolio.
• Lead planning, negotiating, and buying, of all awareness and acquisition campaigns, driving brand recognition, drug compliance, and patient-doctor discussions of B-MS products.
• Coordinate with Paid Search team to manage SEM & SEO campaigns across all brands.
• Train and guide a team of four to complete daily tasks and client requests.

Career medium 06
Career medium 01


Supervisor, Integrated Strategy

Account | JCPenney

• Led planning, negotiating, and buying, of JCPenney’s online video campaigns
• Lead planning, negotiating, and buying, of JCPenney's $15MM FY'13 online video campaign.
• Analyzed Vindico, DFA, and Nielsen OCR data to deliver sound optimization recommendations to JCPenney clients.
• Managed digital planning and execution of all cross-platform tentpole programs, including JCPenney’s sponsorship of the Academy Awards.
• Trained and supervised strategists and assistant strategists to complete daily tasks and client requests.



Supervisor, Strategy

Account | PepsiCo Beverages

• Managed the successful launch of Pepsi’s “Live For Now” and “NFL Anthems” campaigns, which resulted in YOY growth in market share and brand equity.
• Oversaw the launch of Pepsi NEXT’s first national media campaign that drove $100MM in revenue in the brand’s first year.
• Pitched breakthrough innovative engagements to the clients, which led to incremental funding for Pepsi’s trademark brands and helped to drive agency revenue.
• Led the reformation of essential documents and processes, to create a more productive workflow and a more cohesive team dynamic, which resulted in more effective client service.
• Trained and supervised the strategists and assistant strategists to efficiently complete day-to-day tasks and fulfill client requests.

Business Development | Ray-Ban

• Devised a strategic channel plan--centralized on integrating mobile with traditional platforms--that aided in OMD's win of the Ray-Ban account.

Career medium 06
Career medium 03



Account | PepsiCo Beverages

• Compiled and evaluated extensive brand, product, and targeting data to determine pivotal communication tasks and provide channel-planning guidance for numerous campaigns.
• Examined MRI/Personicx, comScore, Nielsen, and SymphonyIRI data to identify key consumer clusters and develop effective targeting strategies.
• Constructed plan recommendations comprised of obs & strats, roles of media, and budget allocations.
• Assembled tactical plans, consisting of vehicle recommendations, delivery estimates, and flighting strategies.
• Researched and analyzed competitive data to construct comprehensive deep dive reports that identified areas of capitalization and growth potential for each brand.
• Managed media budgets and flowcharts.
• Handled logistics and asset delivery for all Print-related added value properties.
• Trained and oversaw assistant strategists to efficiently complete day-to-day tasks and fulfill client requests.


ID Media

Strategist, Direct Response

Accounts | Verizon & Verizon Wireless

▪ Conducted targeting and segmentation analyses for all lines of business.
▪ Assisted with the ongoing implementation of media buys for all promotional media campaigns.
▪ Analyzed front- and back- end performance across campaigns, and presented results to clients.
▪ Recommended and executed buy optimizations to maximize budget efficiencies and media effectiveness.
▪ Monitored DRTV budget, clearance levels, and compiled and delivered weekly reports to clients.
▪ Trained and managed assistant strategists.

Career medium 04
Career medium 03

Universal Music Group

Marketing Intern

• Assisted Artist Development Reps and Sales & Marketing Reps in coordinating in-store signings and album release events.
• Facilitated creative marketing strategies for new artists.
• Researched and executed promotional events for various artists.
• Designed flyers and laminates for numerous artist promotions and events.


EMI Music

Promotions Intern

• Organized radio reports (BDS and Mediabase) for the EVP of Promotions, North America.
• Monitored Nielsen SoundScan numbers to determine the effectiveness of promotions.
• Coordinated travel authorizations for promotions team.
• Managed internal and external merchandise requests.

Career medium 02

University of Michigan

B.A., Communication Studies