Branding your Mobility Program with Liana Ciatto of Crown World Mobility

Liana Ciatto of Crown World Mobility, an industry-leading mobility firm providing a complete service, has over thirteen years’ experience in the relocation industry, working closely in supporting Fortune 500 multi-national corporations. As vice president of account management, Liana now defines the account management blueprint for Crown World Mobility’s global team and helps build strategic relationships. Liana’s own career has crossed three continents, first moving from the US to Hong Kong in 2014 before recently relocating to London to take up her role as vice president. 

In this interview, Liana shares her insights into mobility company branding and the importance of coordination with employee branding. Reflecting on the growing number of those in company workforces seeking international opportunities, she describes how mobility branding has recently moved from a transactional process to a strategic one. She reveals the importance she attaches to ensuring a mobility brand are personal, accessible and modern and her hopes to see greater diversity in the mobility population. She also describes the close partnership she hopes to develop with vendors, before closing on broader comments on her experiences in Hong Kong – including vegetarianism in China!