Open to opportunities

Li Li

@lili1

Marketing and product management leader with 12 years’ F&B FMCG experience, driving data-driven growth from zero-to-one.

China

Message

What I'm looking for

I’m looking to lead full-category product and integrated marketing, using consumer insight and continuous data analysis to build brands and deliver sustainable sales growth, collaborating across brand/PR/product/sales/supply chain in a fast-learning, execution-focused environment.

I bring 12 years of experience in marketing and product management focusing on F&B FMCG, with proven track records at Nestlé, Yili and Neovia. I’m strongest in market strategy formulation, consumer insight, full-lifecycle product management, and integrated marketing promotion.

I lead cross-functional teams to launch and upgrade multiple product lines, optimizing products and communication strategies through continuous data analysis and post-campaign reviews. In my latest role, I led the full launch of core ready-to-eat bird’s nest, bird’s nest congee and instant brew bird’s nest product lines—100% delivered on schedule—and exceeded sales targets post-launch.

I also restructure brands and build youth-oriented transformations through clear positioning, visual identity refresh, and omni-channel content ecosystems. From zero-to-one to post-mortem iteration, I create SOPs for new product development, coordinate integrated campaigns, streamline R&D and customer feedback workflows (cutting iteration cycles by 30%), and drive sustainable revenue conversion.

Experience

Work history, roles, and key accomplishments

Marketing Manager

Yougexiangfa (Beijing) Technology Co., Ltd.

Jan 2023 - Jan 2025 (2 years)

Developed annual brand and product strategies and led zero-to-one launches across ready-to-eat bird’s nest and related lines, delivering 100% on-time project execution. Drove growth with holiday limited series repeat purchase >40%, ready-to-eat line reaching 120% of quarterly targets, and reduced product iteration cycle time by 30% through streamlined R&D and feedback workflows.

Market Strategy Consumer Insights Product Roadmapping Integrated Marketing SKU Rationalization Data Analysis Cross functional Leadership

Brand Manager

Neovia Zhenbao (Tianjin) Pet Products Co., Ltd.

Apr 2019 - Sep 2021 (2 years 5 months)

Restructured Zhenbao’s brand under corporate strategy, refreshed positioning and visual identity, and built an owned/paid content ecosystem with SEO/SEM management. Oversaw end-to-end pet staple food and treat line lifecycle, launching ~4 new product series annually and achieving ~80% total sales growth in the first year, plus RMB 35M wet food and RMB 100M functional dry food in annual revenue.

Brand Strategy Market Research Consumer Insights Product Lifecycle Management SEO SEM Integrated Marketing Campaigns Social Media Operations Event Planning

Brand Manager (Milk Powder)

Inner Mongolia Yili Industrial Group Co., Ltd.

Dec 2017 - Jan 2019 (1 year 1 month)

Built annual product and brand roadmaps for infant milk powder, complementary foods, snacks, and nutrition supplements, upgrading 6 product series and launching 1 new line while managing SKU phase-outs. Drove category growth with an 80% sales uplift from infant rice cereal upgrades and RMB 90M first-year sales from the probiotic launch.

Market Research Product Roadmapping Cross Functional Collaboration Budget Management

Brand Manager (Group Marketing)

Beijing Didi Wireless Technology Development Co., Ltd.

Apr 2017 - Nov 2017 (7 months)

Supported Didi Hong Kong IPO communications by assisting with strategy and execution plans, and led launch promotion for travel gift cards and an English-version app across social, offline, and PR channels. Coordinated cross-team alignment (product, legal, PR, design, agencies) and contributed to Olympic special project planning to secure positive brand exposure during major events.

IPO Communications Support Cross Functional Stakeholder Management Project Management

Assistant Brand Manager

Nestlé (China) Co., Ltd.

Jul 2012 - Mar 2017 (4 years 8 months)

Planned annual brand strategies and managed full lifecycle marketing for NESPRAY and Eagle products, including consumer research and scenario-based educational marketing. Drove performance with NESPRAY total sales +40%, Eagle condensed milk line +20%, children’s milk powder reaching RMB 120M in first-year sales, and an additional 10% overall category sales lift from low-fat Eagle initiatives.

Brand Strategy Consumer Research Product Lifecycle Management Integrated Marketing Campaigns POSM And Video Asset Coordination