Elfie Li

China to Canada. Global brands to Chinese audiences worldwide. Strategy, localization, influencer marketing, social media campaigns, and event activation for brands growing across cultures and markets.

Lead influencer and multicultural campaign execution across platforms, including Instagram, Xiaohongshu, and WeChat, supporting strategy development, creator coordination, event execution, performance reporting, and client communication. Worked across sectors, including FMCG, finance, retail, entertainment, and culture, helping brands better engage multicultural and Mandarin, Cantonese, Filipino, and Indian-speaking audiences in Canada. Selected client exposure includes Coca-Cola, BMW Canada, BRITA, Canada Life, RBC, Dairy Farmers of Canada, Sobeys, Safeway, FreshCo, Oxford Properties, Disney on Ice, and Toronto Symphony Orchestra.

Supported the execution of flagship marketing and networking events in Toronto, including attendee operations, registration management, and on-site coordination for high-profile industry programs. Selected hightlights event: Legendary Leadership Series, Annual Agency Panel, Marketing Leadership Week, Marketing Networking Events, Canada’s Marketing Hall of Legends Gala

Worked directly with the founder (Donald Ziraldo (Co-founder, Inniskillin) to support marketing strategy, audience research, and campaign execution. Scope included social media, influencer marketing, website optimization, SEO / Google Ads, email marketing, and promotional planning for product launches and tasting events. Delivered measurable growth across digital channels, including a significant increase in 640% impressions and engagement through content and account optimization.

Supported multicultural marketing and account coordination work through research, campaign planning, internal briefing, and partnership support. Contributed to culturally sensitive campaigns targeting newcomers, international students, and diverse communities, with client exposure including TD initiatives across major seasonal and community-led campaigns. Selected exposure campaigns include TD 2023 Newcomers and International Students, TD 2023 Bank’s Sponsorship of the ICC World Cup 2023 Broadcast, TD 2023 Diwali Campaign, TD 2024 Chinese New Year Campaign

Built and scaled a student-focused media and community initiative serving Chinese international students at the University of Calgary. Led a 31-person team across content, community growth, and event programming, growing the social account to 1,700 followers and a 3,500-member community chat within 1.5 years. Published 175 posts between 2020 and 2023, generated 10,000+ views on immigration-related content, organized 20+ events, and delivered online lectures reaching 1,000+ students and parents. During the pandemic, the initiative helped students and parents better navigate academic life, settlement challenges, and day-to-day uncertainty through practical information, community support, and accessible programming. —————————————————————————————————————————————————— Organization Description ICSS is the largest Chinese international student owned social media account in UofC community cares about the mental health and happiness of international students and is determined to help students in all aspects of academics and life. The keywords of ICSS are open-minded, creative, and promising. We have a deep understanding of the difficulties that an international student would face when entering a new environment. As a result, we are really caring about the mental health and happiness of international students and we are determined to help students in all aspects of their academics and life. We published 2-3 WeChat official account posts every week, which is really helpful for international students. We regularly carried out online and offline activities, such as online seminars, to help international students better understand the course selection at U of C, student life, unicard card photo upload, residence registration, health care, and SIN number, etc. ICSS has a friendly cooperative relationship with other universities' student organizations which gives us more opportunities to host activities and provide benefits to international students collectively.

Supported campus marketing and student outreach initiatives through multi-channel promotion, ambassador recruitment, and prospective user engagement, helping strengthen brand presence at the University of Calgary.

Supported marketing and advertising initiatives through campaign coordination, reporting, contract review, and digital outreach. Contributed to integrated marketing execution and paid media performance analysis, helping translate campaign data into actionable insights.

Supported campus-facing marketing initiatives through audience engagement, brand promotion, and online / offline campaign execution. Helped strengthen student awareness and brand visibility through university outreach and social media support.

Initiated a series of international student family-focused education and community events in Wuhan, including 4 study abroad information sessions, international student carnivals, and charity-based programming. Across these initiatives, I helped organize events reaching over 4,000+ participants, contributed to speaker coordination, event planning, marketing and sponsor outreach, served as a host, speaker, and University of Calgary representative. This also included launching “Free Lunch” charity initiatives to support children in rural areas through community fundraising and public engagement.

Led outreach, partnership development, and event coordination for a student-led philanthropic initiative, managing cross-functional collaboration, external communication, and a team of 15 to support large-scale programming and community engagement.

QS-ranked #1 Master of Marketing program in Canada

University of Calgary — ranked #7 in Canada by ARWU

Wuhan University International Middle School