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Virginia ABC > About > Media Room > 2021 > Chief Transformation Officer Named

Chief Transformation Officer Named

October 27, 2021

News Release Contact:

Virginia ABC Communications - (804) 213-4413
Email: [email protected]

Elizabeth Chu Named Chief Transformation Officer at Virginia ABC

The Virginia Alcoholic Beverage Control Authority (ABC) has chosen Elizabeth Chu as its first Chief Transformation Officer. In this role, Chu will help to guide Virginia ABC’s transformative efforts to ensure priorities and objectives are met, overseeing the project management, business transformation, and diversity, equity and inclusion offices. 

Chu will work with the authority’s Chief Executive Officer Travis Hill to define the transformation program for the constantly evolving organization, incorporating ABC teammates to help drive progress. Critical to her role is supporting ABC’s modernization strategy as it continues to mature as an authority. Management of cross-functional collaboration throughout the organization will be vital to Chu’s work and the success of the newly minted transformation office.

“Virginia ABC is committed to driving positive institutional change with a public servant mindset,” said Hill. “We are eager to find new, constructive ways to innovate ABC’s operations to achieve strategic goals. Transformation is about more than ABC’s ability to reach performance objectives, it is also about making change that has long term positive impacts on our teammates, our customers and our communities, whoever and wherever they may be.”

Chu brings with her extensive experience in guiding organizations through business transformation. As a partner at Thought Logic Consulting in Richmond for the past several years, Chu worked with businesses to address transformational challenges. Prior to that, the University of Virginia graduate was part of the people and organizational change practice at EY Advisory Services. Other transformational consulting work preceded that with roles at Deloitte Consulting and Global Lead Management Consulting. Chu holds a master’s degree in comparative and regional studies from American University’s School of International Service. 

“I’m confident Elizabeth will bring the same passion and dedication to Virginia ABC in her new role that she has demonstrated throughout her career,” said Hill.


The Virginia Alcoholic Beverage Control Authority (ABC) is a major source of revenue for the commonwealth, contributing more than $2.6 billion to the general fund in the last five years. Virginia ABC currently operates 395 state stores and provides alcohol education and prevention programs for people of all ages. Its Bureau of Law Enforcement oversees approximately 19,000 ABC licensed establishments. Now marking its 87th year, ABC remains committed to progress and innovation in carrying out its vision of bringing good spirits and excellent service to Virginia.

Web:  www.abc.virginia.gov    Facebook: @VirginiaABC and @SpiritedVirginia    Instagram: @spiritedvirginia    Twitter: @VirginiaABC

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