Amy Bi

As of January 2026, taken expanded role to lead DECIEM Incubator business, Sustainability & Social Impact. - DECIEM is the parent company behind The Ordinary, NIOD, Loopha, and Avestan. I’m responsible for all consumer-facing and brand-building efforts across all brands globally. I lead an incredible 150-member team including: Marketing, Creative, Product, PR, Social, Customer Happiness, and Retail Experience. DECIEM was acquired by The Estée Lauder Companies in 2024.

Responsible for managing the global brand for Nike’s Classics footwear business (incl. Dunk, Air Force One, Blazer). Lead the creation of an integrated strategy to gain market share with Gen-Z female consumers through the development of a targeted product and marketing offense. Oversight of brand strategy, product positioning, creative development, storytelling, retail, digital executions, social and paid media.

Lead a large cross-functional team in developing integrated global marketing plans for Nike Running, a $6B business. This included crafting the launch strategy for Nike's industry-defining footwear, Vaporfly 4% and Alphafly NEXT% - the fastest running shoes in the world. I lead insights research, concepting, brand positioning, content strategy, digital planning, and consumer journey mapping. I work with elite athletes, Nike innovators, and a world-class marketing team. This job is truly fun.

Selected to be a member of an innovative team tasked with the expansion of Nike.com’s e-commerce business into 27 new countries in less than 1 year. I lead digital brand strategy and launch campaign development - partnering closely with local teams from planning through sales analysis.

Post-MBA, I was selected for Nike’s elite marketing development program that has formed some of the company’s top leaders. I was the first Canadian ever chosen for this program. Its aim is to quickly equip you with leadership experience through high-impact projects and coaching. My experience included developing Nike Canada’s first Community Impact strategy, NBA All-Star Weekend, and Global Brand Digital.

Developed original content and programming for Google's insights platform, Think with Google.

Lead $5M channel marketing program for 100+ Honeywell distributors and resellers in Greater China, SE Asia, India, Australia, New Zealand, Korea, and Japan. Drove sustainable near and mid-term growth through rebate programs, brand partnerships, pricing strategy, and product mix analysis.

Pioneered digital-first campaigns for Tic Tac, Nokia, and Johnson & Johnson. Acted as a strategist & thought partner to global clients in an era when digital marketing was foreign, risky, and untapped.

Lead media relations, crisis communications, strategic planning, publication management, and advertising.

Valedictorian; World's Top 50 MBAs; Rotman Leadership Award

University Founder’s Award

University Student Award of Merit