# Elizabeth Liu

> Elizabeth Liu is the CEO of Crowd Cow, the Seattle-based online marketplace that connects independent farms and fisheries directly with people who want to know where their meat and seafood comes from. She has been with the company since its earliest days, rising from category and operations roles to VP of Marketing before taking the top job in February 2023 when co-founder Joe Heitzeberg stepped down. Before Crowd Cow she spent roughly 15 years in direct-to-consumer and marketplace commerce, including marketing director at Wayfair, payments product manager at Amazon, and business development at Zulily. She holds an MBA from Northwestern's Kellogg School of Management and mentors early-stage founders through Techstars.

- **Role:** Chief Executive Officer at Crowd Cow
- **Organizations:** Crowd Cow, Techstars
- **Nationality:** American
- **Education:** MBA, Marketing / Strategy / Management & Organizations, Northwestern University - Kellogg School of Management, BA, Northwestern University
- **Known for:** Rose from early operations and category roles to CEO of Crowd Cow, Led marketing for a marketplace partnering with 100+ independent farms across 23 states, Oversees a business that has sustained a 4.9/5 Google rating for 4+ years

## Career timeline

- **2000s-2010s** — Spent roughly 15 years in direct-to-consumer and marketplace e-commerce roles
- **Amazon** — Product manager for payments
- **Zulily** — Business development and strategic partnerships
- **Wayfair** — Marketing director
- **2015** — Joined Crowd Cow around its founding; held roles including Director of Category Management and Operations, Senior Director, and VP of Marketing
- **2023** — Named CEO of Crowd Cow in February, succeeding co-founder Joe Heitzeberg

## Achievements

- Rose from early operations and category roles to CEO of Crowd Cow
- Led marketing for a marketplace partnering with 100+ independent farms across 23 states
- Oversees a business that has sustained a 4.9/5 Google rating for 4+ years
- Champions 100% carbon-neutral shipping at Crowd Cow
- Mentors early-stage founders as a Techstars mentor

## Latest updates

- **2023-02** — Appointed CEO of Crowd Cow, succeeding co-founder Joe Heitzeberg, who moved to board chair
- **2024-11** — Recruited for a Head of Marketing role at Crowd Cow (remote US or Seattle-based), signaling continued team building

## Links

- Website: https://crowdcow.com
- LinkedIn: https://www.linkedin.com/in/elizabethliu/
- Twitter/X: https://twitter.com/crowdcowusa
- YouTube: https://www.youtube.com/c/crowdcow
- Instagram: https://www.instagram.com/crowdcow/
- Facebook: https://facebook.com/crowdcowusa/

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Profile page: https://yespress.io/elizabeth-liu
Published by YesPress — https://yespress.io
Last updated: 2026-07-01