{ "meta": { "documentTitle": "Calvin Li - Director, Trade Marketing", "edition": "/ 2026", "location": "Open to all locations", "availability": "Open to new opportunities" }, "visibility": { "recognitions": false, "footer": false, "footerLink": false }, "labels": { "profile": "Profile", "contact": "Contact", "education": "Education", "skills": "Core Capabilities", "languages": "Languages", "interests": "Interests", "mbti": "MBTI", "zodiac": "Zodiac", "experience": "Experience", "recognitions": "Recognitions", "present": "Present", "print": "Print / PDF", "experienceAside": "Selected growth and\noperations cases.", "recognitionsAside": "Awards, mentions,\nand meaningful nods.", "download": "Download portfolio" }, "person": { "name": "Calvin Li", "firstName": "Calvin", "lastName": "Li", "role": "Director, Trade Marketing · Procter & Gamble", "shortRole": "Calvin Li · Director, Trade Marketing · Procter & Gamble", "portrait": "assets/calvin-profile.jpeg", "initials": "CL", "intro": "Business Strategy & Operations · Go-to-Market · Strategic Partnerships · Business Transformation", "bio": "Business growth, strategy, and operations leader with 10+ years of experience in new business incubation, go-to-market, strategic partnerships, and organizational leadership. Combines commercial judgment, customer empathy, and systems thinking to turn ambiguous opportunities into clear strategies and scalable execution.", "mbti": "ISTJ", "zodiac": "Aries" }, "contact": [ { "label": "Email", "value": "cn@cal3.li", "href": "mailto:cn@cal3.li", "icon": "drafts" }, { "label": "Phone", "value": "+86 186 499 33399", "href": "tel:+8618649933399", "icon": "mobile_chat" }, { "label": "Phone", "value": "+1 (404) 383-3399", "href": "tel:+14043833399", "icon": "mobile_share_stack" }, { "label": "CV", "value": "cv.cal3.li", "href": "https://cv.cal3.li", "icon": "book" }, { "label": "LinkedIn", "value": "linkedin.com/in/calli3", "href": "https://linkedin.com/in/calli3", "icon": "captive_portal" } ], "education": [ { "period": "2012 - 2016", "school": "Southwest Univ. of Political Science and Law", "degree": "Bachelor of Management, Accounting" }, { "period": "2026 - ", "school": "Quantic Business School", "degree": "EMBA Candidate" } ], "skillGroups": [ { "name": "Growth & Strategy", "skills": [ { "name": "Go-to-Market Strategy", "level": 92 }, { "name": "New Business Incubation", "level": 94 }, { "name": "Customer & Market Insight", "level": 88 } ] }, { "name": "Operations & Programs", "skills": [ { "name": "Business Delivery", "level": 93 }, { "name": "Process Design & Optimization", "level": 93 }, { "name": "Data-Driven Decision Making", "level": 88 } ] }, { "name": "Partnerships & Leadership", "skills": [ { "name": "Strategic Partnerships", "level": 90 }, { "name": "Cross-Functional Leadership", "level": 93 }, { "name": "Team Building & Coaching", "level": 90 } ] } ], "languages": [ { "name": "Mandarin", "level": "Native" }, { "name": "English", "level": "Professional" } ], "interests": [ { "icon": "seat_window", "content": "Roller Coaster" }, { "icon": "cable", "content": "Digital Products" }, { "icon": "flights_and_hotels", "content": "Travel & Hotels" }, { "icon": "smart_toy", "content": "AI Coding" }, { "icon": "directions_bike", "content": "Bicycling" }, { "icon": "wand_shine", "content": "Harry Potter" } ], "experience": [ { "period": "2025 — Present", "company": "Procter & Gamble", "location": "Guangzhou", "role": "Director, Distributed Mini Warehouse, Quick Commerce", "summary": "Scaled a proven business model across three platforms while building partnerships, operating systems, and leadership capacity.", "highlights": [ "Lead the three-platform DMW business across PUPU, Hema, and Xiaoxiang, which reached ~RMB 600M by June 2026; established strategic partnerships with Hema and Xiaoxiang.", "Scaled a repeatable growth playbook across all three platforms, covering consumer-centric assortment, HABA penetration, operating-model efficiency, and end-to-end value-chain design.", "Built operating mechanisms for pricing and promotion, order forecasting, logistics optimization, and supplier cost improvement, helping deliver top-tier operating efficiency across P&G China.", "Doubled the leadership team from 3 to 6 Senior Managers and indirectly led ~15 third-party employees. Advanced cross-channel talent mobility by moving two team members to other businesses and bringing two into the organization." ] }, { "period": "2021 - 2024", "company": "Procter & Gamble", "location": "Guangzhou", "role": "Senior Project Manager, New Retail Business", "summary": "Progressed from new-channel builder to multi-platform business leader.", "highlights": [ "Established the Distributed Mini Warehouse (DMW) business unit, growing net sales from ~RMB 20M to ~RMB 300M in 3 years and expanding investment from 2 categories to all 8 categories.", "Served as the lead business interface with platform customers and internal category teams, translating consumer and channel/platform insights into growth strategies across penetration, purchase frequency, basket size, and premiumization.", "Developed a repeatable DMW growth model spanning consumer-led assortment, end-to-end value-chain design, category penetration, supply-network efficiency, and joint value creation.", "Built the PUPU strategic partnership from zero to one, delivering 35%+ YoY growth for three consecutive years and sustaining the No. 1 share position in PUPU HABA categories.", "Partnered with the Director to align internal category stakeholders, secure buy-in from the customer's VETO for the DMW strategy and methodology, and build team capability." ] }, { "period": "2018 - 2021", "company": "Procter & Gamble", "location": "Chongqing", "role": "Senior Manager, Regional Retailer Business", "summary": "Owned a ~RMB 100M regional business while launching products and building a new instant retail operating model from zero.", "highlights": [ "Managed ~RMB 100M in annual business across ~300 stores, covering Baby Care, Fem Care, Personal Cleansing, Hair Care, and e-commerce. Increased sales share across managed categories by ~1.8pts while retaining the retailer's No. 1 position.", "Launched Safeguard Detox across all stores in 1.5 months, gaining 7pts of shelf share, lifting premium mix from 10% to 25%, and improving Safeguard's customer margin by 2pts.", "Built instant retail from zero to ~20% of total business through a 140-SKU product database and standardized eFundamentals workflow.", "Led six cross-category campaigns with Yihai Kerry and Mondelez, and created a SKU-selection process that raised proposal execution from ~40% to 100%.", "Indirectly led the in-store operations team to deliver store-level excellence." ] }, { "period": "2017 - 2018", "company": "Procter & Gamble", "location": "Hangzhou / Chongqing", "role": "Operation Manager, In-store Excellence Organization", "summary": "Translated national strategy into scalable execution across customers, frontline teams, and data tools.", "highlights": [ "Led in-store FMOT execution across ~370 stores, 8 categories, and 16 brands at Wumart, BHJ, and Chongqing New Century; adapted national plans to retailer needs and secured customer buy-in.", "Delivered ~22% shelf share and 35% display share, and achieved 100% of aligned Golden Distribution, driving sales and share growth; ranked among the top performers nationally.", "Developed a consumer-led POG for Whisper based on women’s shopper-decision-tree and product dimensions; rolled it out across all stores and established it as the retailer's standard shelf layout.", "Led and coached ~30 third-party team members on category strategy, product superiority, and shopper knowledge. Built a weekly survey-and-Excel dashboard that saved ~120 team hours per week and later prompted the company to develop an internal app." ] }, { "period": "2015 - 2016", "company": "IKEA", "location": "Chongqing", "role": "Sales Team Leader, Home Textiles & Rugs", "summary": "Built an early foundation in customer insight, merchandising, systems adoption, and frontline leadership.", "highlights": [ "Redesigned the curtain area using consumer insight, product strategy, shopper-led merchandising, intuitive demos, and traffic-based product placement, driving over 120% sales growth and beating target by 70pts.", "Served as the store order-management system super user, leading user training, system upgrade launches, and critical issue resolution; helped lay the groundwork for IKEA's subsequent e-commerce operations." ] } ], "recognitions": [], "footer": { "note": "The best work usually starts with a better question.", "portfolioLabel": "View full portfolio", "portfolioUrl": "https://averylin.design" } }