Emma Li

• Led Pan-European Channel Partner GTM, CRM, Data Co-op and Paid Media strategy across 16 markets with major retail partners including Amazon, EE, Currys, Argos and Boulanger.
• Led innovative channel marketing pilots across Data Co-op, CRM audience frameworks, and emerging media channels, creating scalable test-and-learn models with HQ, markets, agencies, and retailers to enhance campaign effectiveness.
• Improved audience match rates from 8% to 27% and delivered 7.2x ROAS vs benchmark through audience-led activation.

Delivered €14M+ incremental revenue from EU5 World Cup Amazon TV competitor intercept campaign with 30M impressions and 4.4K incremental TV units sold.

• Managed complex senior stakeholder relationships, coordinating reporting across HQ, markets, agencies, and retail partners to align strategies and drive key business outcomes.
• Key Achievements:

• Lead UK Mobile Experience Channel Marketing strategy and digital transformation across key retail and operator partners, including Amazon, EE, O2, Vodafone, Currys, Argos and John Lewis.
• Managed £1.7M quarterly budget, leading a team of 5 to drive partner activation, retail media growth, and channel partner CRM activation.
• Developed retail media measurement frameworks and digital capabilities for Ratings & Reviews, Live Commerce, and Affiliate Marketing, enhancing partner performance.
• Generated 10K+ incentivised reviews in one month post-Galaxy S26 launch through effective review syndication strategy.
• Established Samsung UK's in-house retail affiliate capability.
• Delivered Samsung UK's first Data Clean Room pilot with Argos.
• Built Samsung UK's first Retail Media Normalised-ROAS framework, improving campaign measurement across Criteo, CitrusAd, Epsilon and Amazon

• Promoted from Account Manager to Account Director in recognition of strong client leadership, commercial growth and team management.
• Grew managed accounts' portfolio from £800K to £1.5M within two years.
• Directed SEO (technical & content), SEM and app store optimisation strategies for 33 Apple Online Stores across EMEA and KFC UK & Ireland, establishing search frameworks and best practices adopted by regional markets.

Developed SEO and SEM frameworks that became the regional best practice for KFC.

• Developed organic and paid search strategies, leveraging technical SEO, local search, content optimisation, search intent and link-building to drive web traffic, app adoption and revenue growth.
• Successfully led multiple international website migrations, GTM launch campaigns, and search optimisation projects.
• Led team of 7 (account managers, executives and analysts) to enhance client service and project delivery.
• Key Achievements:

• Led projects on consumer intent and opportunity insights through Search and Social channels, informing strategic decision-making.
• Managed global search programmes across 12 EMEA and US markets, developing playbooks and driving capability uplift regionally.
• Provided guidance and playbooks to Nestlé HQ, resulting in improved search performance across all business units.
• Delivered search training to Nestlé Waters teams in selected markets, enhancing expertise in search analytics, content strategy, and maturity measurement.
• Analysed performance data to provide actionable, data-driven insights that improved ongoing marketing programmes.

• Digitised and commercialised inno-media media ecosystem, creating integrated advertising solutions for UK brands targeting inbound travellers. Increased digital audience base from 500K to 2M in one year and scaled campaign value from £20K to £100K per project, driving significant advertising revenue growth.
• Successfully scaled Sina Weibo’s advertising operations across the UK and Europe.
• Led team of 6 in account management, media sales, and media operations, enhancing overall performance.
• Onboarded brands for Sina Weibo UK & Europe, delivering integrated media solutions across programmatic and social platforms.
• Grew diverse client portfolio for new business, including Estée Lauder, Tom Ford, British Council Education, London & Partners and Slough Council.

• Created a viral content series that attracted 300K+ engagements and gained 20K+ new followers within one week.
• Managed social media content, community engagement, and influencer campaigns for British Airways and Westfield, ensuring alignment with brand objectives.
• Cultivated fashion,beauty, and travel influencer collaborations to strengthen brand presence.

• Promoted from Account Executive to Account Manager after 1 year
• Managed IBM China Software CRM and digital marketing campaigns, enhancing email marketing, social media, and lead generation programmes.
• Led client communication and collaborated with creative, content and technology teams on digital campaigns and website projects.
• Supported new business development and delivered digital campaigns for key clients, contributing to client satisfaction and retention.
• Achieved +5% email open rate, +3% CTR and +10% engagement uplift through campaign