Venus Liu, Director, Global Customer Service Optimization, China

Years with AD

Interest

Hiking

Character

Parent

What attracted you to your chosen work?

I’ve always felt that Customer Service isn't just a job title for me, it’s where my personality and values truly feel at home. I’ve spent around 25 years in this field, including a long, wonderful 12-year journey at a major shipping company where I really grew up professionally.

Even after all that time, I still wake up with a bit of an explorer’s heart, which is what brought me to Avery Dennison. The adventure of learning something new is what keeps me energized. There is something so rewarding about applying my experience to a new challenge: serving our business, growing with my lovely colleagues and finding a sense of purpose that carries over into my personal life.

What skills did you develop early that are still useful today?

Looking back on the last 25 years, I feel like I’ve been building a toolkit that I carry with me every day. It’s full of all sorts of things, some technical, some personal, but the ones I find myself reaching for most often are critical thinking and problem-solving. To me, those aren't just work skills, they’re my North Star.

They help me find a way forward when things get tricky. The most valuable lesson I learned early on, and one I still lean on today, is change management. Our world moves so fast, and I’ve always tried to keep my eyes wide open to what’s happening around us. I’ve learned that if we stay curious and adaptable together, we can turn any change into a new opportunity. For me, it’s all about staying grounded while navigating those changes, keeping that explorer’s heart alive in everything I do.

How have you grown in your career at Avery Dennison?

Growth at Avery Dennison has been a two-way street for me. On one side, I’ve felt so incredibly lucky to have the trust and support of my leaders, mentors, and partners. Having a team that believes in you makes all the difference. On the other hand, I believe growth comes from rolling up your sleeves. I’ve always tried to stay down-to-earth and simply pave the road ahead without hesitation. For me, it’s about taking that collective support and turning it into steady, honest progress every single day. It is truly a meaningful and happy journey.

What's the biggest stretch opportunity you've taken on?

If I’m being honest, I’ve had a few moments that really pushed me, but the biggest stretch was definitely stepping into the role of leading Global Customer Service Optimization. It was a brand-new role, and there was no map to follow; I had to build the strategic plan and execute it from the ground up.

The real challenge was the personal shift. I went from the comfort of leading a big, wonderful team to a project management role where I had to find my own way. It was a bit hard at first! But I’ve always believed that growth happens when you’re a little bit uncomfortable. Looking back, I’m so happy I took that leap. Seeing the progress we've made and knowing I’ve helped shape the way we serve our customers globally, that’s an adventure I wouldn’t change for anything.

I realized that my true confidence comes from my resilience and the explorer's heart. It’s the knowledge that even if I don’t have the answer today, I have the skills to find it.

What role has mentorship played in your career?

I can’t imagine talking about my career without talking about the people who helped me build it. Mentorship has been a huge part of my career growth. I’m so grateful that at every different stage of my journey, the company has paired me with mentors who didn't just 'guide' me, they truly invested in me.

What touched me most was how sincere they were. They were always so willing to spare time from their own busy days just for me. There were moments when I felt uncertain, and they were the ones that gave me the confidence to keep going. Sometimes, they quite literally raised me when things felt challenging. I really appreciate the company culture where we don't just work together, we lift each other. I hope I can pay that same kindness forward every single day.

What's the best career decision you've ever made?

When I look back, I honestly feel like every choice I’ve made, the easy ones and the hard ones, has brought me exactly where I need to be.

After 12 years of being an expert in the shipping industry, it would have been easy to stay where I was comfortable. Instead, I decided to start my career here. Choosing to be the new person again, to listen, to learn and to let my leaders, mentors and partners raise me, that was the best decision I ever made.

As you think about the next steps in your career, what are the most important actions you plan to take?

When I think about what’s next, my focus isn't just on the 'what,' but on the 'how.' My goal is to keep that explorer’s heart alive by staying curious and continue learning new things. In this ever-changing world, the most important action I can take is to remain an active learner, to keep my eyes wide open to new ways towards better and better.

What do you enjoy most about the work you do?

What I enjoy most is the energy that comes from our company, never standing still. It’s incredibly inspiring to see how our leadership team crafts a strategic vision and then watches as we, as a team, turn those plans into real-world execution that actually improves the business.

And we have such an open culture here, and the spirit of collaboration. I love that every day brings something new. We share ideas freely and tackle new adventures together, which is what I find most enjoyable as well.

International Women’s Day Reflections

What has shaped your confidence throughout your career, and how has that evolved?

Early in my career, I think my confidence came from 'knowing the answers' and being an expert in my field. But over the years, that has really shifted.

What shapes my confidence now is the courage to be a beginner again. Moving to Avery Dennison and recently taking up the new role in global Customer Service Optimization are big tests. I realized that my true confidence comes from my resilience and the explorer's heart. It’s the knowledge that even if I don’t have the answer today, I have the skills to find it and a supportive team to help me. My confidence has evolved from needing to be perfect to simply trusting the process, staying down-to-earth, and knowing that every challenge is just another road waiting to be paved.

What advice would you give to the next generation of women considering a path like yours?

If I could sit down for coffee with the next generation of women, the first thing I’d tell you is to be patient with your growth. We often feel like we have to be experts on day one, but I’ve learned there is so much power in being kind to yourself when things are new.

Always believe that your perspective has immense value, no one else sees the world exactly the way you do. Think of your career as an adventure; don’t just rush to the finish line, but truly enjoy the ride. As you move forward, keep your feet on the ground and stay true to who you are. And please, remember that you don’t have to walk the path alone. Look for those mentors who will truly lift you. Then, one day, when you’ve found your own way, make sure you reach back and do the same for someone else.

What is a 'barrier' you’re proud to see disappearing for women in our industry?

One barrier I’m incredibly proud to see disappearing is the 'label' of what a woman can or cannot do. In our company, it’s normal to see women leading as Operations Managers, Production Managers and Plant Managers, roles that were traditionally seen as men’s fields.

I love that we are finally moving to a place where we don’t have to think of ourselves as women in the industry first, we are simply seen as individuals. Seeing the disappearance of those gender biases is so liberating. It’s liberating to be seen as an individual rather than a category, our value is based on our unique strengths and contributions.

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