Christina Li
Senior Category Manager @Tiktok Shop
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WORK HISTORY
Senior Category Manager @Tiktok Shop
Seattle, WA, US
Top-performing category manager (ranked #1 in DTC team and #3 in Women’s Fashion), successfully built a book of business comprising Amazon and Enterprise sellers in Women’s Fashion, contributing 38% of overall GMV in DTC. I manage predominantly T3+, B01 VIP sellers with well-established e-commerce presence in the US market. • Scaled T0 sellers to T3 within a quarter by leveraging hero product strategy, fashion vertical creator engagement and various platform wide coldstart initiatives to drive rapid revenue growth, brand visibility and customer engagement on TikTok Shop. • Driving GMV growth for matured T4-T5 sellers by leveraging platform wide coupon and ad incentives, traffic boosting, co-funded campaigns, and strategic merchandising opportunities. Through a deep understanding of my book of business and TTS operations, I was able to craft creative solutions to maximize revenue opportunity. • Spearheading various projects and SMEships in Fashion including- Nominated Hero Product (NHP) SME for Women’s Fashion - Leading the creation of Fashion Golden Playbook - Seller 101 project, and - Serving as Fashion Data SME representing Women’s Fashion, to increase AMs’ capability in utilizing Aeolus dashboards effectively for WBRs, Seller Weekly Meetings, Weekly 1:1s and Performance Reviews. • Developed Brand Ambassador Incubation strategy to foster long-term partnerships between brands and core creators. Sellers achieved higher ROI by reducing sample costs and saving hours of labour for mass outreach and sample request vetting; sustaining a consistent high conversion content pipeline to maximize GMV potential.
EDUCATION
University of Adelaide
Bachelor of Commerce, Accounting and Finance
ABOUT CHRISTINA LI
Over 12 years of experience in the e-commerce, banking and finance industries, with strong history of success in e-commerce vendor management, negotiation, sales, business development and strategic partnerships. I thrive in fast-paced environments, consistently focused on delivering results. Fluent in English and Mandarin Chinese.
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