Vivian Liu

Evaluator
DISC Type : dsc

Chief Financial Officer at Proficium Inc.

United States

Overview

Vivian Liu is the Chief Financial Officer at Proficium Inc. , bringing extensive leadership experience from her prior roles as President, COO, and CFO at the global e-commerce platform Wish. A licensed CFA and CPA with an MBA from the University of Washington, she has deep expertise in business transformation and scaling B2B and B2C companies.

Fluent in both English and Mandarin, Vivian applies a global perspective to her executive and board-level responsibilities. Her board memberships at a SaaS company and a former role at an electric vehicle manufacturer suggest a strong interest in technology and innovation outside of her primary duties.

In her dual COO/CFO role at Wish, she successfully reduced cash burn by 75% and significantly improved EBITDA, showcasing exceptional operational and financial leadership.

Personality Overview

Hard To Convince

Fast But Analytical

Quality Focused

They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical  They are not very likely to become strong advocates of your product or service They focus on the results, but can still be quite procedural and analytical about how to get there

Topics They Care About

Business Transformation
Her career is marked by leading business transformations, turnarounds, and driving growth at multi-billion dollar companies like Wish, Shutterfly, and Lexmark.
Global E-commerce
As former President, COO, and CFO of Wish, she was responsible for global operations, logistics, and strategic expansion across the Americas, Europe, and Asia.
SaaS Business Models
Serves on the board of Expensify, a publicly traded SaaS business, demonstrating direct involvement and expertise in the software-as-a-service industry.

Media Appearances

Vivian has no verified media appearances

Work History

4-2025
Chief Financial Officer at Proficium Inc.
11-2021
Board Member at Expensify
6-2023 - 1-2025
Chair of Audit Committee, Board Member at Chijet Motor Inc, an eletrical vehicle company
4-2024 - 10-2024
President at Wish
11-2021 - 4-2024
Chief Operating Officer and Chief Financial Officer at Wish

Education

2001 - 2003
MBA from University of Washington
BA from Shanghai University of Finance and Economics

More Information

Social Presence :

Prographics :

Exp : 3 Location : United States Job Level : Leadership Designation : Chief Financial Officer at Proficium Inc.
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Insights For Selling To Vivian

During A Call Or A Meeting

DO's

  • Help them weigh the risks by sharing objective proof points instead of anecdotes and examples
  • Keep a professional, business-like approach; especially if you tend to get informal quickly
  • Help them see both - the ‘big picture’ impact and the ROI of the investment

DONT's

  • Avoid making strong statements, instead invite them to agree with you by asking them questions
  • Don’t focus on relationship, focus purely on the merit of your product
  • Avoid self-deprecating references or general informality, it could decrease their trust in you

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Vivian is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Vivian

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Vivian move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Vivian take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Vivian

Personality Compatibility


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