Cen Liu

Cen Liu is an accomplished business professional currently serving as the Head of Sales and Marketing in the Home Care Industrial and Institutional cleaning sector. With a strong background in project management and data-driven business management, Cen has successfully managed regional P&L and sales development at BASF South East Asia, achieving over $100 million in sales revenue. Prior to this role, Cen held various positions within BASF, including Senior Business Manager and Marketing Manager, where they demonstrated expertise in formulating marketing strategies and driving business development across multiple countries in the APAC region. Cen holds a double master's degree in International Management and Economics & Business Administration from the Rotterdam School of Management and has cultivated a reputation for thriving in dynamic, fast-paced work environments with a focus on change management and stakeholder communication.