Zhiyi Li

Led multi-market brand strategy engagements across APAC, evaluating and synthesising qualitative and quantitative inputs to develop clear strategic frameworks and recommendations. Reviewed, assessed and provided structured feedback on content outputs across markets, ensuring quality, consistency and alignment with defined standards. Worked extensively in both English and Mandarin Chinese across client engagements, including projects localising global brand strategies for the China market.

Team Lead / Strategy Consultant at LynxEye Brand Management Consultants Pte Ltd. (2019-03 – 2026-03)

• Led multi-market brand strategy engagements across APAC, evaluating and synthesising qualitative and quantitative inputs to develop clear strategic frameworks and recommendations.
• Reviewed, assessed and provided structured feedback on content outputs across markets, ensuring quality, consistency and alignment with defined standards.
• Worked extensively in both English and Mandarin Chinese across client engagements, including projects localising global brand strategies for the China market.

Social & Consumer Insight Analyst at Unilever Asia Private Limited (Contract with Capgemini) (2018-05 – 2019-03)

• Synthesised large-scale social, digital and market datasets across Southeast Asia and Greater China to identify consumer trends and emerging opportunities.
• Evaluated and annotated qualitative and quantitative data to produce structured insights that informed brand and go-to-market decisions.

Senior Analyst / Analyst, Client Consulting at The Nielsen Company (Shanghai) (2016-09 – 2018-05)

• Led 13+ end-to-end data collection, analysis and synthesis engagements across FMCG, healthcare and personal care categories.
• Delivered structured evaluations and forecasts for global brands including Bayer, Pfizer, Panasonic and P&G, translating complex datasets into clear recommendations.
• Worked in a Mandarin-language environment in Shanghai, managing client communications and data outputs in both Mandarin and English.

MSc (Distinction) in Media and Communications (Data & Society) – London School of Economics and Political Science (LSE) (2015 – 2016)

BA in Communication – Fudan University, Shanghai (2011 – 2015)