Women to Watch 2025: Liza Zhang, MSL

Liza Zhang

Chief executive officer
MSL
China

Liza Zhang’s journey from assistant client service manager to CEO of MSL China stands as a testament to her strategic vision and steadfast commitment to the company’s growth and values. Over nearly a decade, she has led all three MSL offices across Shanghai, Beijing, and Guangzhou, elevating MSL to new heights as a communications partner within Publicis Groupe’s portfolio. Under her leadership, MSL China has doubled in size within five years and achieved double-digit growth for four consecutive years despite significant market challenges.

Renowned for empowering a young, dynamic team of over 280 professionals nationwide, Zhang has nurtured more than 10 homegrown senior leaders with a 100% retention rate, fostering a culture of innovation, excellence, and business acumen. She has transformed the agency’s service portfolio to include influencer marketing and financial PR sectors, setting up specialised subsidiaries such as Publicis Influence and MSL Sustainability. Her focus on talent development is demonstrated by the MSL Influence School and customised training programs that have boosted employee engagement and career progression significantly.

A nationally ranked long-distance runner and certified National Level 2 Athlete, Zhang brings the same endurance, resilience, and strategic discipline to her leadership, navigating MSL China through economic downturns with much agility. Her leadership earned MSL China numerous 2024 accolades, including Agency of the Year titles from Campaign alongside APAC Stevie Awards recognition.

Beyond business success, Zhang champions innovative DEI and ESG initiatives, driving women’s leadership programmes and cultivating a transparent, non-hierarchical culture that resonates with MSL China’s largely Gen Z workforce. She has pioneered strategic collaborations with academic institutions like Fudan University, enhancing industry-education ties and shaping future PR leaders.

Zhang's commitment to growing with clients sustainably is reflected in long-term partnerships, high client satisfaction, and standout campaign results for marquee accounts such as Budweiser. Recognised internationally, she served as the only Chinese juror at the 2023 Cannes PR Lions and was named Campaign’s Greater China Agency Head of the Year in 2024. Her influential roles across prominent industry bodies have further established her as a leading force in shaping China’s PR industry and sustainable marketing practices.