Fiona Liu – Creative Leader, Strategist, Storyteller

From humble beginnings in publishing in London UK, Fiona discovered her lifelong passion for storytelling and creative communication. What began as designing magazine layouts soon evolved into an illustrious career spanning advertising, media, strategy and campaign leadership.

Fiona has worked across the full spectrum of creative industries – from TV, radio, podcasts and outdoor advertising, to PR, digital and integrated campaigns. She thrives on building ideas that cut through, delivering messages that resonate, inspire action and achieve results.

Since starting Cynami in 2011 as principal storyteller and creative strategist, Fiona has spearheaded national and state-level projects for government, corporates, and not-for-profits. She is adept at every stage – from brand ideation and strategy, to stakeholder engagement, to end-to-end execution. Her campaigns have shaped public policy, driven behaviour change and influenced millions – all while balancing budgets, timelines and competing priorities.

Fiona’s creative journey began on Radio Neptune at Nepean to working for the legendary advertising agency Publicis Mojo, and in the following years M&C Saatchi and WPP Ogilvy, where she cut her teeth learning the craft of campaign magic for global brands. She later expanded her impact by managing large-scale state and nation-wide campaigns with The Law Society of NSW, NSW Greyhounds, Pharmaceutical Guild of Australia and Mission Australia/ Mission Australia Housing.

Away from the office, Fiona is an intrepid explorer and adrenaline seeker – happiest when snowboarding with friends down alpine slopes, hiking rugged trails, cycling around the river, or stretching out in a handstand in aerial yoga. She loves travel, immersing herself in new cultures, and is passionate about podcasts and broadcasting.

Fiona’s career and dauntless attitude reflects her ethos: be bold, move forward, be creative. Every campaign is an opportunity to tell a story that matters – and she will never stop seeking the next story to tell.

https://au.linkedin.com/in/fionaliu888