Cecilia Liu

Migu Sports · Premier League Production

Arsenal Correspondent & Producer

• Covered Arsenal exclusively across three consecutive seasons, attending over 70 fixtures in person, home and away, filing from pitchside and the mixed zone for millions of viewers in China.
• Secured and conducted extended exclusive interviews with first team players including Ødegaard, Gabriel and Martinelli, showing them as they really are to viewers across Asia and opening the club to a far wider audience.
• Ran single operator production end to end, planning the shot list, filming, cutting and publishing top-performing reels and longer features, from marquee nights at the Emirates to the parade, strengthening the content line up.
• Wrote all accompanying copy in English and Mandarin, from captions and titles to on-screen text and thumbnails, adapting register and tone of voice to each platform and each market rather than running one line of copy everywhere.
• Managed matchday media operations under tight deadlines, from accreditation through to post match interview slots, turning reaction and reportage around the same night while the result still held attention.

CClia5 · Sports and Lifestyle Channel

Founder & Content Producer

• Delivered branded campaigns for clients ranging from Proya Cosmetics to top-tier AI companies, using football content to lift fan engagement and drive conversion through to client sites and apps.
• Developed market specific strategies to build an audience of over 60K followers, treating each platform as its own product rather than reposting a single cut everywhere: Chinese-language commentary and tactical breakdowns built for Douyin and Bilibili, and a separate English feed for TikTok and YouTube, each with its own hook style, pacing and publishing rhythm.
• Produced lifestyle and fashion crossover content that carries football into wider culture, covering matchday style, kit and terrace fashion alongside the music and city stories around the game.
• Built a quantitative and qualitative approach to iterating hooks and openings, reading retention and completion data alongside comment sentiment to understand why a video held or lost its audience, then feeding that back into the next round to lift average view duration and repeat engagement across TikTok and Douyin.
• Use AI at defined points in the edit: bilingual subtitling, motion graphics, and short b-roll inserts where no footage exists, which shortens the turnaround on each package without touching the footage that matters.

Burson · Under Armour

Public Relations Intern

• Sourced, recruited and onboarded 20+ KOLs with a combined 10M+ following for the Stephen Curry Asia Tour and the UA Echo & ColdGear campaigns, running the funnel from outreach and screening through to brief, delivery and sign-off.
• Managed creators in tiers by reach and fit, maintaining day-to-day comms and a standing response cadence so briefs, assets and deadlines never stalled.
• Built seeding box concepts and creator-facing briefing materials that lowered the barrier to on-message content, comparable to the creator kits used to activate new cohorts.
• Produced bi-weekly performance reporting and competitor benchmarking against Adidas and Nike, turning campaign data into recommendations that shaped the next wave of creator selection.

King’s College London

BA Film Studies