KELLY LIANG
Jump to Sections
Wine career
2022 - Now
Wine content specialist
A Thousand Glasses, Cheshire, UK
-
Provided integrated marketing solutions including campaign planning and communication strategy
-
Created branded wine region maps for merchants
-
Ran an exam preparation newsletter for 700+ wine professionals and enthusiasts
-
Organised bimonthly wine tastings to raise funds for non-profit art museum esea contemporary
2022
Wine writer
Cult Wines, London, UK
-
Authored original features for company blogs, client magazines and industry reports
-
Created branded assets, including maps, visuals, infographic and brochures
-
Profiled key producers, merchangs and regions in person
2018 - 2022
Content manager
Cult Wines, London, UK
-
Managed content marketing, market research, PR, SEO, operational and legal agencies
-
Generated leads for key markets including EMEA and Greater China
-
Created marketing plans, copy and assets
Implemented sales, client and branding campaigns -
Supported overseas events including the opening of Shanghai and Singapore office, wine dinners and conferences
-
Researched, recruited and managed influencers and PR partners
-
Authored original features as a ghostwriter
Wine experience
Oct-Dec 2023
Vintage 2023 retail crew
Majestic Wines, Manchester, UK
Feb-Jul 2023
Decanter World Wine Awards 2023 crew
Decanter, London, UK
Jan-Feb 2023
Vintage 2023 harvest crew
Tyrrell's, New South Wales, Australia
May 2022
Bordeaux En Primeur 2021 tasting squad
Cult Wines, London, UK
Oct-Dec 2023
Vintage 2023 harvest crew
Hattingley Valley, Hampshire, UK
Work before wine
2017 - 2018
Strategist
Codec AI, London, UK
-
Delivered market insights to corporate clients including Nestlé, Diageo, Pernod Ricard and L’Oreal
-
Developed machine learning-based market insight tools using social media data
2015 - 2017
Researcher
British Chinese Project, London, UK
-
Collected quantitative and qualitative data on community issues of 1000+ survey answers and 50+ interviews
-
Delivered public outreach, community events and election rallies
-
Organised parliamentary committee meetings with MPs and civil society stakeholders
2013 - 2015
Researcher
GIGA Institute of Asian Studies,
Hamburg, Germany
-
Wrote, co-authored and presented research findings in English and Mandarin
-
Successfully applied for research funding from the German government
-
Recruited and interviewed 200+ informants in Greater China and Senegal
Skills
Building lasting relationships
From being a complete novice to successfully persuading industry leaders to contribute to my newsletter, securing wine donations and obtaining harvest positions in various wine regions, my personable positivity has enabled me to forge friendships and partnerships within the wine trade.
Creating content that drives growth
Having contributed to outlets such as Robb Report, Decanter, and JancisRobinson.com, both in my own name and as a contributing editor and ghostwriter, I now utilise my skills in copywriting, map-making, and design to assist clients in generating leads, driving conversions and increasing brand equity.
Organising projects, events & personnels
I am well-versed in the complexities of orchestrating engaging events, from large-scale competitions featuring over 25,000 wines and 250 judges, to mid-sized webinars, and more intimate, bespoke tasting workshops.
Public speaking & representing brands
From hosting tastings to engaging in one-on-one client interactions and representing my company to producers and négociants, employers and partners depend on me to deliver with enthusiasm, conviction, and expert knowledge.
Education
2012 - 2013
MSc International Affairs
London School of Economics, UK
2011 - 2012
MSc International Relations
Peking University, China
2006 - 2011
BA Honours in Human Geography
University of British Columbia, Canada
2008 - 2009
Exchange studies
Hitotsubashi University, Japan
Wine Certifications
2022 - Now
WSET Diploma in Win
Manchester & London, UK
2020
WSET Level 3 in Wine
London, UK
2019
WSET Level 2 in Wine & Spirits
London, UK