Heather Li Email & Phone Number

New York, Ny, Us

Brooklyn, New York, United States

Los Angeles Metropolitan Area

Advise senior leadership of brands and cultural institutions on strategies for narrative-driven visitor experiences, retail innovation, and integrated partnerships. Clients work include:- BROOKLYN MUSEUM: Visitor experience, earned revenue growth, partnership strategies- APOLLO THEATER: Retail strategy, strategic growth plan, experience design- HODINKEE: Retail creative concepting, store launch advisory - THE MOMENTARY: Brand sprint, visitor experience design - THE DRAWING CENTER: Strategic planning, budgeting, process design- STARBOARD CRUISE SERVICES (LVMH-owned): Assortment planning, financial analysis, luxury sector growth, vendor management- THE COLONY HOTEL, PALM BEACH: Store launch strategy, financial modeling, open to buy scenario planning, retail positioning and partnership strategy- MIRROR FROM LULULEMON: Goto market strategy, retail launch, multi-channel marketing strategy

Greater New York City Area

Founding member of the Brand Experience function, incubation studio for Macy’s to test experiential retail ideas within existing store environments and new spaces. - Architected the strategy and developed financial models to launch 2 new IRL retail concepts to test hybrid models with events, F&B, services, and lifestyle-driven assortment- Project managed cross functional workstreams from vendor relations to tech integrations to scale narrative driven retail concept STORY in 36 Macy’s stores within 8 months. - Ideated the strategy and brand identity for a new small-format store, resulting in the launch of "Market by Macy's" lifestyle concept, appealing to a new customer demographic- Unlocked new vendor track for Macy's to work with non-EDI small businesses, obtaining stakeholder buy-in and designing new vendor terms and operating processes

Los Angeles Metropolitan Area

Launched a 30-day voice-only dating experiment based on insights from social science and voice analytics to optimize the experience for connection and accelerated intimacy between matches. - Created and produced 6-episode podcast about human connection, It’s Nice to Hear You, based on 100+ hours of collected voice memos from matchmaking experiment. - Won a 2021 Third Coast International Audio Festival award, selected as a New York Times Podcast Club pick, and recognized in Vulture and other publications as among the best podcasts of 2021- Currently designing a ticketed experiential dating event based on the matchmaking experiment

Mclean, Va

Served as strategic business partner to finance leadership, reponsible for leading special projects, capital structure analysis, tech softwear integrations, and financial modeling - Served as finance lead to project manage 5 cross functional teams (e.g. legal, HR, and external partners) to align and rollout new ESPP compensation program for 23k employees- Analyzed new business initiatives to advise leadership in strategic acquisitions and cash allocation strategy - Following the company's IPO, helped to build the investor relations function, producing the company's first investor day conference, and collaborating with marketing and legal functions to develop investor materials

Hong Kong, China

Support public market equity financing in the APAC region- Developed financial models to support 30+ IPOs in Asia Pacific region- Monitored leading market indicators and produced market analysis for investor facing materials to support primary and secondary equity offerings

Master Of Business Administration (Mba)

Bachelor'S Degree, International Relations