FAN LI
London
Summary
Results-oriented Go-to-Market Leader with expertise in building and scaling platform ecosystems in early-stage environments. Instrumental in establishing infrastructure and onboarding businesses at TikTok Shop, facilitating successful launches and growth. Skilled in collaborating with founders and cross-functional teams to develop actionable strategies that drive adoption and revenue growth in dynamic settings.
Overview
12
12
years of professional experience
Work History
Head of Key Account Growth
TikTok
London
2024.06 - 2026.05
- Led strategic growth initiatives for major global beauty partners on TikTok Shop, achieving ambitious GMV and profitability targets.
- Accelerated L'Oréal CPD UK to the No.1 key account on TikTok Shop; owned top-to-top leadership alignment and commercial strategy.
- Managed high-performing team to optimise commercial operations, enhance creator advocacy, and drive performance through effective assortment and in-app promotions.
- Key accounts: L'Oréal, Unilever, Coty, Estée Lauder, Shiseido, e.l.f., others.
Ecommerce Category Lead, Cosmetics
TikTok
London
2023.05 - 2024.06
- Developed end-to-end strategy for Cosmetics category, encompassing assortment, shop optimisation, merchandising, promotions, and creator-led conversions to enhance customer engagement.
- Drove growth initiatives for leading SMB startups P. Louise and Made By Mitchell, focusing on market positioning and brand visibility.
- Coordinated with brand, media, finance, and supply chain teams to enhance GMV and ensure sustainable performance across product lines.
Ecommerce Business Development, Beauty
TikTok
London
2022.01 - 2023.04
- Onboarded and scaled mid-to-large beauty portfolios using data-driven content strategies to enhance brand engagement.
- Developed tailored growth plans using performance media and affiliate strategies to maximise revenue opportunities.
- Onboarded and scaled mid-to-large beauty portfolios through data-driven content and commerce strategies to drive customer acquisition.
- Developed tailored growth plans leveraging performance media and affiliate channels to drive GMV
- Early member of the TikTok Shop team, helping build foundational infrastructure and onboard initial brands during the platform’s launch phase
Brand Partnership Manager
Bambuser
London
2021.01 - 2022.01
- Managed beauty and retail partnerships for live-commerce programs, enhancing brand visibility and engagement.
- Executed comprehensive livestream strategy, optimising creator workflows to elevate performance metrics.
- Drove SaaS sales for Bambuser, selling live video commerce solutions that enabled brands to enhance their live shopping capabilities.
Senior Affiliate Partnership Manager
Dealmoon
London
2018.01 - 2021.01
- Directed affiliate and influencer partnerships across UK/EU beauty, fashion, and lifestyle sectors, strengthening brand visibility and engagement.
- Negotiated commercial terms, resulting in increased revenue opportunities and partnership growth.
- Optimized conversion funnels, driving improved sales performance and customer acquisition.
Business Development Manager
Minor Metals Trade Association
London
2014.05 - 2017.11
- Directed China market development to enhance stakeholder engagement and accelerate membership growth, generating valuable industry insights.
- Developed business plans to establish revenue and growth.
- Closed long-term agreements through skilful negotiation.
- Created short-term and long-term goals for business team to achieve objectives.
Education
MA - Translation & Interpreting
University of Westminster
LondonProfessional Diploma - Digital Marketing
Digital Marketing Institute
LondonBA - English Language & Literature
Guangdong University of Foreign Studies
GuangzhouSkills
- Account management
- Commercial strategy
- E-commerce strategy
- Performance optimization
- Negotiation skills
- Livestream strategy
Languages
English
Proficient
C2
Chinese (Mandarin)
Proficient
C2
Timeline
Head of Key Account Growth
TikTok
2024.06 - 2026.05
Ecommerce Category Lead, Cosmetics
TikTok
2023.05 - 2024.06
Ecommerce Business Development, Beauty
TikTok
2022.01 - 2023.04
Brand Partnership Manager
Bambuser
2021.01 - 2022.01
Senior Affiliate Partnership Manager
Dealmoon
2018.01 - 2021.01
Business Development Manager
Minor Metals Trade Association
2014.05 - 2017.11
MA - Translation & Interpreting
University of Westminster
Professional Diploma - Digital Marketing
Digital Marketing Institute
BA - English Language & Literature
Guangdong University of Foreign Studies