James Liu

Strategic Product Leader & Business Unit Head with 19+ years of experience driving multi-million-dollar growth across Smart Security, Building Materials, and Home Appliances in APAC/ANZ markets. Specialised in mechanical-to-digital transformation, managing complex global portfolios (1,000+ SKUs), and securing industry-first regulatory certifications. Proven track record in high-stakes negotiations (57M RMB SUNAC partnership) and scaling high-end market share by 25%+.

Product Marketing Manager / Product Manager - ASSA ABLOY - China/NZ

(2022-11)

• Digital Transformation: Spearheading the shift from mechanical to intelligent security; launched the industry's first integrated smart security ecosystem platform.
• Regulatory Leadership: Secured "Industry First" status for GB14102.1-2024 and GB12955-2024 electronic fire door lock certifications, creating a significant competitive moat in the commercial sector.
• Compliance Excellence: Managed end-to-end EN/BS476 4-hour fire certification, enabling expansion into high-specification global infrastructure projects.

Product Manager - FMI BUILDING INNOVATION - NZ

(2020-01 - 2022-11)

• Global Portfolio Strategy: Orchestrated product localization for AU/NZ/US/JP markets; managed a complex catalog of 1,000+ SKUs.
• Growth: Optimized cross-time zone New Product Development (NPD) cycles, resulting in a 15% increase in regional market penetration within 11 months.

Market Product Manager / Global Product Manager - FISHER & PAYKEL - China/NZ

(2016-10 - 2020-01)

• Strategic Revenue Growth: Orchestrated a 57M RMB strategic partnership with Sunac, contributing to a total sales volume of 60M+ RMB (150% of annual target).
• Market Share & Positioning: Captured a 25% increase in high-end market share and drove 30% overall revenue growth through premium portfolio repositioning.
• New Product Launch (NPD): Directed the launch of 6 high-margin products delivering >3M AUD net profit within an 18-month cycle.
• Governance & Road mapping: Established the first 3-year strategic roadmap for the Glass category, aligning cross-functional stakeholder governance across the China and NZ business units.

Global Product Manager - GPC ASIA PACIFIC - NZ

(2014-10 - 2016-10)

• Category Turnaround: Managed 500+ refrigeration models, yielding 5.3M AUD profit.
• Operational Excellence: Set a company record by launching 24 models in one year; aligned Haier Global and ANZ manufacturing through a unified 5-year roadmap.

Executive MBA - Massey University (2020 - 2022)