I'm Alex Li, a General Manager with over 11 years of experience in management, brand operations and cross-border NZ/China e-commerce. I help health supplement and FMCG brands grow across local and China-facing channels by turning concepts into practical, market-ready outcomes. I connect commercial strategy with operational execution, manufacturing realities, supplier capabilities, sales channels and market requirements to deliver tangible results. I excel at aligning commercial strategy with manufacturing realities, coordinating suppliers, channels, and campaigns, and building robust operating frameworks that sustain long-term brand growth and profitability across New Zealand and China markets.…

Alex Li

I'm Alex Li, a General Manager with over 11 years of experience in management, brand operations and cross-border NZ/China e-commerce. I help health supplement and FMCG brands grow across local and China-facing channels by turning concepts into practical, market-ready outcomes. I connect commercial strategy with operational execution, manufacturing realities, supplier capabilities, sales channels and market requirements to deliver tangible results. I excel at aligning commercial strategy with manufacturing realities, coordinating suppliers, channels, and campaigns, and building robust operating frameworks that sustain long-term brand growth and profitability across New Zealand and China markets.…

Available to hire

I’m Alex Li, a General Manager with over 11 years of experience in management, brand operations and cross-border NZ/China e-commerce. I help health supplement and FMCG brands grow across local and China-facing channels by turning concepts into practical, market-ready outcomes. I connect commercial strategy with operational execution, manufacturing realities, supplier capabilities, sales channels and market requirements to deliver tangible results.

I excel at aligning commercial strategy with manufacturing realities, coordinating suppliers, channels, and campaigns, and building robust operating frameworks that sustain long-term brand growth and profitability across New Zealand and China markets.

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Skills

Experience Level

Adobe Premiere Pro
Expert
Copywriting
Expert
CRM
Expert
Product Design
Expert
Shopify
Intermediate
WordPress
Intermediate
Magento
Intermediate
Adobe After Effects
Intermediate
Autodesk Maya
Intermediate
Blender
Intermediate
Data Visualization
Intermediate
DaVinci Resolve Studio
Intermediate
Facebook Ads
Intermediate
Google Ads
Intermediate
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Language

Chinese
Fluent
English
Advanced

Work Experience

General Manager at AUNEW GROUP | GMP Pharmaceuticals | Brand Division, AUNEW NEW ZEALAND LIMITED
January 1, 2025 - January 1, 2026
Managed overall New Zealand brand operations, including brand management, product planning, contract manufacturing coordination, packaging and compliance, local sales, export support, warehouse coordination and cross-functional project delivery. Coordinated influencer visits, factory tours, product traceability content and China-facing livestream e-commerce activities, while supporting the setup of the Group’s internal livestreaming team.
Brand Operations Manager at AUNEW GROUP | GMP Pharmaceuticals | Brand Division, AUNEW NEW ZEALAND LIMITED
January 1, 2022 - January 1, 2024
Managed end-to-end brand operations for multiple NZ health supplement brands (Kiwi Golden Kiwi, Dr. Nature, Cowala, NZ BE honey). Oversaw product planning, contract manufacturing, packaging, compliance coordination, local sales, account management, marketing support, export preparation and project delivery. Served as a bridge between senior management, manufacturing teams, suppliers, designers, logistics partners and sales channels to translate plans into executable outcomes.
E-commerce Operations Specialist at Unipharm Brand Division | New Health New Zealand Limited
January 1, 2021 - January 1, 2022
Contributed to the design, development and e-commerce launch of the HighQ and Beasto health supplement brands in partnership with Xiaomi Youpin. Supported product development, platform coordination, sales operations and promotions, helping brands achieve average monthly sales in the RMB 300,000–500,000 range within 6 months.
E-commerce Business Owner / Store Operator at JD Worldwide Cross-border Store | New Zealand / China
January 1, 2015 - January 1, 2020
Owned and operated a JD Worldwide cross-border e-commerce store selling NZ products to Chinese consumers. Managed end-to-end store operations including sourcing, purchasing, online operations, customer service, stock coordination, fulfilment, sales data analysis and ROI-focused paid promotion, achieving annual sales of approximately USD 300,000.

Education

Diploma in Business Management Studies at Auckland University of Technology (AUT)
January 11, 2030 - June 22, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Healthcare, Life Sciences, Retail, Manufacturing, Software & Internet
    Brand Operation / Product manager

    Brand Operation / Product manager: In my brand management work, I have been involved in brand design, OEM project coordination, export operations, selected marketing initiatives, New Zealand–China cross-border e-commerce, supply chain coordination, and livestream commerce activities.

    I am also a content creator, mainly using CapCut and Chinese TikTok/Douyin for short-form video creation. I am currently learning AI animation and exploring how AI tools can support creative content production.