Emily Li
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Hello!

I’m Emily 😎 an integrated marketer who has worked in Beijing 🇨🇳, New York 🗽 and Hong Kong 🇭🇰. I have written TV scripts and read ad reports, designed product listings and planned launches behind them. For any team that needs marketing to hold together from the first idea to the final number, that range is the point.

Emily smiling and hugging a large brown and white Australian Shepherd.

It’s me, and my magical sidekick. Yes, he joined my journey since NYC and worked with me at PMQ, HK for the past 2 years 🐾

Not a specialist, on purpose

Most marketers pick a lane: brand or performance, creative or analytics. I didn’t, because the businesses I worked for couldn’t afford a lane.

I started in agencies in Beijing and New York, back when digital ads were still sprouting. I wrote scripts, directed TV commercials, built integrated campaigns, adapted pharmaceutical advertising for US minority markets, and ran the legal reviews that let it air. My clients ranged from Amazon and Qihoo 360 to Walgreens, GSK, and Amgen. Along the way I picked up a Master’s in Strategic Public Relations from the University of Miami, and left with the Outstanding Graduate Student award.

In 2020 I launched Kitidy on Amazon and Shopify and did every job in it: sourcing, listings, photography, copy, PPC, influencer campaigns, Klaviyo flows, logistics and finance. It still earns while I work full-time.

Most recently, at ShiftCam in Hong Kong, I worked on product launch positioning and messaging, produced the creative assets, and fully owned the Amazon channel that sold them — up 50% year on year.

The honest trade: I am not the deepest specialist in any one of those. The advantage is that product marketing, creative, and channel management live in one person — and nothing gets lost in between.

What I Actually Do

Create

Positioning, content, campaigns.

Product positioning and messaging, launch campaigns, listings, scripts and copy, email and social content, creative briefs, and production.

→ See a work sample

Run

The channels that sell.

Amazon Seller Central and PPC, Shopify, Klaviyo flows, Meta and Instagram, influencer programmes, events — and the cross-functional work of getting a launch out the door on time.

→ See a channel I built

Prove, with AI

An analyst on call.

I decide what to measure and what it means. AI pulls, counts, and drafts.

→ See a social media account analysis I built

Decide

Turn it into a plan leadership can act on.

I consolidate AI’s output with my own judgment, attach an action to every finding, and translate it back into strategy and creative.

→ See an email sample based on marketing analysis

How I work with AI

A generalist’s weakness used to be proof. A specialist analyst has the time to score every post or read every email; a marketer running the campaigns usually does not. AI closes that gap. The two case studies on this site were built that way: AI scraped, counted, indexed and drafted, and I decided what to measure, what it meant, what to recommend and what to leave out. The creative work I have always done now arrives with the evidence that it is the right creative work. I wrote up how I would run that seat.

Positioning & messagingCopywriting & scriptsCreative productionProduct launchesCrowdfundingAmazon Seller Central & PPCShopifyKlaviyoMeta & InstagramInfluencer campaignsPublic relationsAI toolsGoogle Sheets

Experience

  1. Nov 2023 – Jun 2026Hong Kong

    ShiftCam

    Senior Marketing Executive · B2C technology products

    • Assisted end-to-end product launches, from positioning and messaging to campaign execution, contributing to six-figure crowdfunding and e-commerce sales.
    • Owned the Amazon sales channel, including listing optimisation, inventory planning and PPC management, resulting in 50% year-on-year sales growth.
    • Developed creative assets and marketing materials for multi-channel campaigns with the design, content and performance teams.
    • Analysed customer insights and market trends to refine product value propositions and improve conversion.
    • Coordinated cross-functional teams to align product, marketing and sales for global rollouts.
  2. Apr 2020 – nowAmazon & Shopify

    Kitidy LLC & Ein’s Cuteness Lab

    Founder · B2C home goods e-commerce

    • Launched and managed an e-commerce business on Amazon and Shopify, which continued generating passive income after I moved to full-time employment.
    • Ran full business operations: supply chain, logistics, finance, marketing and vendor management.
    • Led product listing design and website development with third-party designers and developers.
    • Managed Amazon PPC campaigns, optimised bidding and held top search rankings.
    • Co-created influencer campaigns across social platforms to drive awareness and conversion.
    • Built email marketing funnels in Klaviyo for returning customers and abandoned-cart shoppers.
  3. Feb 2019 – Mar 2020New York City

    Ten Health

    Account Executive · Pharmaceutical · Client: Amgen

    • Developed an events process that delivered 29 successful events at 8× ROI and doubled the budget for 2020.
    • Coordinated the production of advertisements and promotions for Asian and Hispanic markets.
    • Ran pharmaceutical legal reviews for promotional materials.
    • Built and maintained relationships with Asian communities and doctors on the client’s behalf.
  4. Aug 2018 – Jan 2019New York City

    Wing | Grey

    Account Coordinator · Retail and pharmaceutical · Clients: Walgreens, GSK

    • Adapted English-language pharmaceutical advertising for the US Hispanic market.
    • Project-managed for the client: kicked off projects with accounts and managed timelines.
    • Coordinated pharmaceutical legal reviews.
  5. Mar 2016 – May 2016Beijing

    Shunya

    Account Executive · Technology and medical brands · Clients: Qihoo 360, Zuga Medical

    • Directed client relationships and worked on project budgets and timelines.
    • Wrote scripts and worked with the creative team to direct a TV commercial for Zuga Medical.
    • Created an Olympic-themed integrated marketing campaign for Qihoo 360 with the team.
  6. Oct 2015 – Jan 2016Beijing

    Ogilvy & Mather

    Account Intern · Technology · Client: Amazon

    • Worked with the client to plan and carry out a three-month digital marketing campaign for Kindle.
    • Conducted research and analysed strategies for the campaign, and wrote copy for online advertising.
    • Served as liaison between the account group, the client and the creative teams.

Education

2016 – 2018
University of Miami · MA, Strategic Public Relations · “Outstanding Graduate Student” award
2012 – 2016
Communication University of China · BA, Media Creativity · Class leader all four years

Say hey

I’m based in Hong Kong and always up for a coffee, virtual or otherwise. If you email, I promise I’ll reply.

Email