Hi, I’m Lily Pei, a marketing executive with 20+ years of experience in consumer goods, nutrition, skincare, and healthcare. I specialize in 0-1 brand building, brand strategy, digital marketing, and end-to-end P&L ownership. I’ve led cross-border e-commerce initiatives and built brands from ground zero, delivering innovative campaigns that resonate with consumers and drive measurable business results. Most recently, I founded ESTHELIV in China, growing it from scratch to China's No.1 PQQ brand with over 2 billion RMB GMV in three years. I’ve received recognition from Xiaohongshu and industry awards for digital marketing excellence, and I pride myself on turning strategic vision into hands-on execution while building and mentoring high-performing teams.…

Lily Pei

Hi, I’m Lily Pei, a marketing executive with 20+ years of experience in consumer goods, nutrition, skincare, and healthcare. I specialize in 0-1 brand building, brand strategy, digital marketing, and end-to-end P&L ownership. I’ve led cross-border e-commerce initiatives and built brands from ground zero, delivering innovative campaigns that resonate with consumers and drive measurable business results. Most recently, I founded ESTHELIV in China, growing it from scratch to China's No.1 PQQ brand with over 2 billion RMB GMV in three years. I’ve received recognition from Xiaohongshu and industry awards for digital marketing excellence, and I pride myself on turning strategic vision into hands-on execution while building and mentoring high-performing teams.…

Available to hire

Hi, I’m Lily Pei, a marketing executive with 20+ years of experience in consumer goods, nutrition, skincare, and healthcare. I specialize in 0-1 brand building, brand strategy, digital marketing, and end-to-end P&L ownership. I’ve led cross-border e-commerce initiatives and built brands from ground zero, delivering innovative campaigns that resonate with consumers and drive measurable business results.

Most recently, I founded ESTHELIV in China, growing it from scratch to China’s No.1 PQQ brand with over 2 billion RMB GMV in three years. I’ve received recognition from Xiaohongshu and industry awards for digital marketing excellence, and I pride myself on turning strategic vision into hands-on execution while building and mentoring high-performing teams.

See more

Skills

Experience Level

Language

English
Advanced

Work Experience

Brand Creator & Marketing Director at ESTHELIV (研生之力 Nutrition, U.S.)
January 1, 2020 - Present
Built ESTHELIV brand from scratch in China, including naming, positioning, product portfolio design, and commercialization path. Designed and executed annual brand strategies, integrating consumer insights, storytelling, and digital-first campaigns.
Marketing Director at Aland Nutrition (艾兰得营养品有限公司)
January 1, 2020 - September 25, 2025
Led marketing for three brands (aland, alandv, acandi) across consumer and trade channels. Developed and executed long & short-term marketing strategies, covering ATL, BTL, e-commerce, celebrity endorsements, and in-store activation. Directed digital campaigns on Douyin, Xiaohongshu, and Taobao; managed budget allocation, POSM design, and trade marketing initiatives to support sales force.
Brand Lead, China at Nestlé Skin Health (Cetaphil, 丝塔芙)
January 1, 2018 - September 25, 2025
Owned P&L and full brand strategy for Cetaphil in China. Led Double 11 digital campaign (China Golden Mouse Digital Award). Expanded product line and localized launch strategy. Drove Tmall flagship store revenue and elevated Cetaphil’s brand awareness in China.
Senior Product Manager at Bausch + Lomb (博士伦)
January 1, 2015 - September 25, 2025
Managed premium contact lens portfolio; led product launches, consumer communication strategy, and media campaigns. Partnered with China’s Ministry of Health on public health initiatives, strengthening brand credibility.
Product Manager at Nu Skin China (如新)
January 1, 2011 - September 25, 2025
Managed core personal care portfolio including Nu Skin beauty devices. Oversaw pricing, packaging, and registration compliance. Developed consumer insights and product launch strategies, driving market share and profitability.
Brand Manager; Deputy Marketing Manager; Magazine Editor at Earlier Roles (White Cat, Alambia Nutrition, Huayin Media Group)
January 1, 2008 - September 25, 2025
Early career roles across brand management, marketing and editorial leadership; positions included Brand Manager at White Cat (和黄白猫), Deputy Marketing Manager at Alambia Nutrition, and Magazine Editor-in-Chief at Huayin Media Group.
Brand Creator & Marketing Director at ESTHELIV (研生之力 Nutrition, U.S.)
January 1, 2020 - Present
Built ESTHELIV brand from scratch in China, including naming, positioning, product portfolio design, and go-to-market path. Designed and executed annual brand strategies integrating consumer insights, storytelling, and digital-first campaigns. Achievements: established ESTHELIV as China’s No.1 PQQ brand, pioneering the 'cellular nutrition' category; scaled business from 0 to RMB 2B GMV in 3 years; launched China’s first ovarian health supplement; recognized by Xiaohongshu as a Top Cross-border Nutrition Brand; developed a 'functional value + emotional value' content marketing model.
Marketing Director at Aland Nutrition (艾兰得营养品有限公司)
January 1, 2020 - September 25, 2025
Led marketing for three brands (aland, alandv, acandi) across consumer and trade channels. Developed long & short-term marketing strategies, including ATL, BTL, e-commerce, celebrity endorsements, and in-store activation. Directed digital campaigns on Douyin, Xiaohongshu, and Taobao; managed budget, POSM design, and trade marketing to support sales growth in sports nutrition.
Brand Lead, China at Nestlé Skin Health (Cetaphil, 丝塔芙)
January 1, 2018 - September 25, 2025
Owned P&L and full brand strategy for Cetaphil in China. Led Double 11 digital campaign, winning the China Golden Mouse Digital Award. Expanded product line and local launches (e.g., children’s skincare, sun care); drove Tmall flagship store revenue and elevated brand awareness in China.
Senior Product Manager at Bausch + Lomb (博士伦)
January 1, 2015 - September 25, 2025
Managed premium contact lens portfolio (e.g., PureVision2, daily toric). Led product launches, consumer communications, and media campaigns. Partnered with China’s Ministry of Health on public health initiatives, strengthening brand credibility.
Product Manager at Nu Skin China (如新)
January 1, 2011 - September 25, 2025
Managed core personal care portfolio including Nu Skin beauty devices. Oversaw pricing, packaging, and registration compliance. Developed consumer insights and product launch strategies, driving market share and profitability.
Brand Manager at White Cat (和黄白猫)
January 1, 2008 - September 25, 2025
Early career role focusing on brand development and market introduction for White Cat.
Deputy Marketing Manager at Alambia Nutrition
January 1, 2008 - September 25, 2025
Contributed to marketing strategy and execution across channels during early career phase.
Magazine Editor-in-Chief at Huayin Media Group
January 1, 2008 - September 25, 2025
Led editorial direction and content development for industry publication.
Brand Creator & Marketing Director at ESTHELIV (研生之力 Nutrition, U.S.)
January 1, 2020 - Present
Built ESTHELIV brand from scratch in China, including naming, positioning, product portfolio design, and commercialization path. Designed and executed annual brand strategies, integrating consumer insights, storytelling, and digital-first campaigns. Achievements: Established ESTHELIV as China’s No.1 PQQ brand, pioneering the “cellular nutrition” category. Scaled business from 0 to 2 billion RMB GMV in 3 years, setting a benchmark for cross-border nutrition. Launched China’s first ovarian health supplement, making it the No.1 category best-seller. Recognized by Xiaohongshu as a Top Cross-border Nutrition Brand and invited as a benchmark case study. Innovated a “functional value + emotional value” content marketing model, driving consumer loyalty and industry influence.
Marketing Director at Aland Nutrition (艾兰得营养品有限公司)
January 1, 2020 - September 25, 2025
Led marketing for three brands (aland, alandv, acandi) across consumer and trade channels. Developed and executed long & short-term marketing strategies, covering ATL, BTL, e-commerce, celebrity endorsements, and in-store activation. Directed digital campaigns on Douyin, Xiaohongshu, and Taobao, achieving strong growth in sports nutrition category. Managed budget allocation, POSM design, and trade marketing initiatives to support sales force.
Brand Lead at Nestlé Skin Health (Cetaphil, 丝塔芙)
January 1, 2018 - September 25, 2025
Owned P&L and full brand strategy for Cetaphil in China. Led Double 11 digital campaign, which won the China Golden Mouse Digital Award. Expanded product line (e.g., children’s skincare, sun care) and localized launch strategy. Drove Tmall flagship store revenue and elevated Cetaphil’s brand awareness in China.
Senior Product Manager at Bausch + Lomb (博士伦)
January 1, 2015 - September 25, 2025
Managed premium contact lens portfolio (PureVision2, daily toric, etc.). Led product launches, consumer communication strategy, and media campaigns. Partnered with China’s Ministry of Health on public health initiatives, strengthening brand credibility.
Product Manager at Nu Skin China (如新)
January 1, 2011 - September 25, 2025
Managed core personal care portfolio including Nu Skin beauty devices. Oversaw pricing, packaging, and registration compliance. Developed consumer insights and product launch strategies, driving market share and profitability.
Brand Creator & Marketing Director at ESTHELIV (研生之力 Nutrition, U.S.)
January 1, 2020 - Present
Built ESTHELIV brand from scratch in China, including naming, positioning, product portfolio design, and commercialization path. Designed and executed annual brand strategies, integrating consumer insights, storytelling, and digital-first campaigns. Achievements: Established ESTHELIV as China’s No.1 PQQ brand, pioneering the cellular nutrition category. Scaled business from 0 to RMB 2B GMV in 3 years. Launched China’s first ovarian health supplement, becoming the No.1 category best-seller. Recognized by Xiaohongshu as a Top Cross-border Nutrition Brand and benchmark case study. Innovated a functional value + emotional value content marketing model, driving loyalty and industry influence.
Marketing Director at Aland Nutrition (艾兰得营养品有限公司)
January 1, 2020 - September 25, 2025
Led marketing for three brands (aland, alandv, acandi) across consumer and trade channels. Developed and executed long & short-term marketing strategies, covering ATL, BTL, e-commerce, celebrity endorsements, and in-store activation. Directed digital campaigns on Douyin, Xiaohongshu, and Taobao; managed budget allocation, POSM design, and trade marketing initiatives to support sales force. Drove growth in sports nutrition category.
Brand Lead, China at Nestlé Skin Health (Cetaphil, 丝塔芙)
January 1, 2018 - September 25, 2025
Owned P&L and full brand strategy for Cetaphil in China. Led Double 11 digital campaign, which won the China Golden Mouse Digital Award. Expanded product line (e.g., children’s skincare, sun care) and localized launch strategy. Drove Tmall flagship store revenue and elevated Cetaphil’s brand awareness in China.
Senior Product Manager at Bausch + Lomb (博士伦)
January 1, 2015 - September 25, 2025
Managed premium contact lens portfolio (PureVision2, daily toric, etc.). Led product launches, consumer communication strategy, and media campaigns. Partnered with China’s Ministry of Health on public health initiatives, strengthening brand credibility.
Product Manager at Nu Skin China (如新)
January 1, 2011 - September 25, 2025
Managed core personal care portfolio including Nu Skin beauty devices. Oversaw pricing, packaging, and registration compliance. Developed consumer insights and product launch strategies, driving market share and profitability.
Brand Creator & Marketing Director at ESTHELIV (研生之力 Nutrition, U.S.)
January 1, 2020 - Present
Built ESTHELIV from scratch in China, including naming, positioning, product portfolio design, and commercialization path. Designed and executed annual brand strategies, integrating consumer insights, storytelling, and digital-first campaigns. Achievements include establishing ESTHELIV as China’s No.1 PQQ brand, pioneering the “cellular nutrition” category, scaling to over 2B RMB GMV in 3 years, and launching China’s first ovarian health supplement. Recognized by Xiaohongshu as a Top Cross-border Nutrition Brand and benchmark case study; innovated a “functional value + emotional value” content marketing model that drives loyalty and influence.
Marketing Director at Aland Nutrition (艾兰得营养品有限公司)
January 1, 2020 - September 25, 2025
Led marketing for three brands (aland, alandv, acandi) across consumer and trade channels. Developed and executed long- and short-term marketing strategies, covering ATL, BTL, e-commerce, celebrity endorsements, and in-store activation. Directed digital campaigns on Douyin, Xiaohongshu, and Taobao; managed budget allocation, POSM design, and trade marketing initiatives to support a growing sales force.
Brand Lead, China at Nestlé Skin Health (Cetaphil, 丝塔芙)
January 1, 2018 - September 25, 2025
Owned P&L and full brand strategy for Cetaphil in China. Led Double 11 digital campaign which won the China Golden Mouse Digital Award. Expanded product line and localized launch strategies; drove Tmall flagship store revenue and elevated Cetaphil’s brand awareness in China.
Senior Product Manager at Bausch + Lomb (博士伦)
January 1, 2015 - September 25, 2025
Managed premium contact lens portfolio (e.g., PureVision2, daily toric). Led product launches, consumer communication strategy, and media campaigns. Partnered with China’s Ministry of Health on public health initiatives to strengthen brand credibility.
Product Manager at Nu Skin China (如新)
January 1, 2011 - September 25, 2025
Managed core personal care portfolio including Nu Skin beauty devices. Oversaw pricing, packaging, and registration compliance. Developed consumer insights and product launch strategies to drive market share and profitability.
Brand Manager at White Cat (和黄白猫)
January 1, 2008 - September 25, 2025
Early-career brand management role focusing on brand messaging, campaign development, and market execution.
Deputy Marketing Manager at Alambia Nutrition
January 1, 2008 - September 25, 2025
Supported marketing strategy and activation for nutrition brands; coordinated with sales and product teams.
Magazine Editor-in-Chief at Huayin Media Group
January 1, 2008 - September 25, 2025
Led editorial direction and content strategy for trade/media publication; oversaw creative and production workflows.
Brand Creator & Marketing Director at ESTHELIV (研生之力 Nutrition, U.S.)
January 1, 2020 - Present
Built ESTHELIV brand from scratch in China, including naming, positioning, product portfolio design, and commercialization path. Designed and executed annual brand strategies, integrating consumer insights, storytelling, and digital-first campaigns. Achievements include establishing ESTHELIV as China’s No.1 PQQ brand, scaling from 0 to RMB 2B GMV in 3 years, launching China’s first ovarian health supplement, and innovating a functional + emotional value content marketing model that drives loyalty and industry influence.
Marketing Director at Aland Nutrition (艾兰得营养品有限公司)
January 1, 2020 - September 25, 2025
Led marketing for three brands (aland, alandv, acandi) across consumer and trade channels. Developed and executed long & short-term marketing strategies, covering ATL, BTL, e-commerce, celebrity endorsements, and in-store activation. Directed digital campaigns on Douyin, Xiaohongshu, and Taobao, achieving strong growth in the sports nutrition category. Managed budget allocation, POSM design, and trade marketing initiatives to support the sales force.
Brand Lead, China at Nestlé Skin Health (Cetaphil, 丝塔芙)
January 1, 2018 - September 25, 2025
Owned P&L and full brand strategy for Cetaphil in China. Led Double 11 digital campaign, which won the China Golden Mouse Digital Award. Expanded product line (e.g., children’s skincare, sun care) and localized launch strategy. Drove Tmall flagship store revenue and elevated Cetaphil’s brand awareness in China.
Senior Product Manager at Bausch + Lomb (博士伦)
January 1, 2015 - September 25, 2025
Managed premium contact lens portfolio (PureVision2, daily toric, etc.). Led product launches, consumer communication strategy, and media campaigns. Partnered with China’s Ministry of Health on public health initiatives, strengthening brand credibility.
Product Manager at Nu Skin China (如新)
January 1, 2011 - September 25, 2025
Managed core personal care portfolio including Nu Skin beauty devices. Oversaw pricing, packaging, and registration compliance. Developed consumer insights and product launch strategies, driving market share and profitability.

Education

Master’s in Modern Chinese History at Zhejiang University
January 11, 2030 - January 1, 2002
Bachelor’s in History & Public Relations at Sun Yat-sen University
January 11, 2030 - January 1, 1999
Master’s in Modern Chinese History at Zhejiang University
January 11, 2030 - September 25, 2025
Bachelor’s in History & Public Relations at Sun Yat-sen University
January 11, 2030 - September 25, 2025
Master’s in Modern Chinese History at Zhejiang University
January 11, 2030 - January 1, 2002
Bachelor’s in History & Public Relations at Sun Yat-sen University
January 11, 2030 - January 1, 1999
Master’s in Modern Chinese History at Zhejiang University
January 11, 2030 - January 1, 2002
Bachelor’s in History & Public Relations at Sun Yat-sen University
January 11, 2030 - January 1, 1999
Master’s in Modern Chinese History at Zhejiang University
January 11, 2030 - January 1, 2002
Bachelor’s in History & Public Relations at Sun Yat-sen University
January 11, 2030 - January 1, 1999
Master's in Modern Chinese History at Zhejiang University
January 11, 2030 - January 1, 2002
Bachelor's in History & Public Relations at Sun Yat-sen University
January 11, 2030 - January 1, 1999

Qualifications

Add your qualifications or awards here.

Industry Experience

Consumer Goods, Healthcare, Life Sciences, Retail, Media & Entertainment, Software & Internet, Professional Services

Skills

Experience Level