Jiahao Li

Leading brand and global PR strategy at PhotonPay, a leading cross-border payment and financial infrastructure provider. Oversee brand positioning, product messaging, and go-to-market communications across international markets. Drive content, campaigns, and global award presence to support growth in fintech, enterprise payments, and embedded finance.

Drove brand building and strategic communications across multiple business units at Meetsocial Group, a leading cross-border marketing group. Progressively promoted to lead industry vertical marketing, overseeing brand systems, campaign strategy, ecosystem partnerships, and product-aligned growth initiatives. Led flagship projects including ChinaJoy and Meetbrands Awards, boosting visibility, leads, and industry influence.

Drove brand and commercialization strategies for IPs like FOURTRY, Luoyang, and The Rap of China. Led IP positioning, cross-functional campaigns, and cross-industry collaborations. Launched digital collectibles, themed pop-ups, and viral brand partnerships to boost fan engagement and revenue.

KEY CLIENTS: PORSCHE, HENKEL, ASCENTIAL, MEDTRONIC, GSK, IHG, OPPO, ELG BRAND BUILDING& REJUNVENATION Brand positioning, Value proposition, Brand personality, Tone of voice, Brand story • Clarify Medtronic Kanghui's brand differentiated positioning, value proposition and brand story through internal and external interviews, competitor audits, and industry insights • Shaped Yimian brand image of the subsidiary of Ascential Group, produced bilingual brand values, personality and overall tone & carried out 2 large-scale trainings to clarify the brand image of external communication • Created IHG Indigo hotel’s new concept through on-site investigation of regional characteristics & determined the slogan to guide the implementation of hotel design BRAND COMMUNICATION & EVENT PLANNING: • Integrated Geistlich brand information, built brand information dissemination framework, clarified Geistlich’s annual dissemination plan cycle and “5+1” form of key activity planning for each channel • Created Porsche virtual idol image with insights from various perspectives, clarification of the online promotion concept and communication plan design BRAND CULTURE INNOVATION & TRANSFORMATION • Established the Innovators@Porsche project through a series of workshops and internal promotion and training to improve employees’ innovation capabilities, internally incubated the model of the Porsche Experience Center • Clarified a new brand positioning for the Caltrate brand transformation project on the basis of preserving existing brand assets, continued to build innovative activities for consumers’ core brand memories EMPLOYER BRAND • Deepened the four major value propositions of Henkel’s existing employer brand through quantitative research and in-depth interviews combined with workshops, and made overall planning from the brand latitude, and formulate a 3-year communication plan for the 2B and 2C sector

Projects: Analysis of Capital Structure (Air France) & Study on Portfolio Management Tool • Assisted in analyzing the S&L term capital structure of Air France using Bloomberg, determined the key performance drivers and quantified by Monte Carlo models, made recommendations for financing strategy; • Participated in a group of 5 to develop a portfolio management tool for options and futures using VBA based on a given virtual option (extract the implied volatility of each option and build a scenario matrix).

International strategy management

President of Student Union • Coordinated more than 30 university-level events, 2 city-scale events; more than 3000 participants in a single event • Planned and carried out the 1st student’s leadership workshop independently (covering 2 campuses & 15 colleges) • Led team (15MBR) to complete the drafting and revision(100000+words) of the student representative assembly within 7 days President of OM Brainstorming Club • Led team to win 3rd of the 33rd Mind Olympic (university group);2 consecutive best tacit team, 1 most popular team award • Increased members of club by more than 50% through the 2-week recruitment campaign & improved the club influence • Organized brainstorming activities (over 500+participatants); Succeeded to apply for upgrading into a 3-star honor club Outstanding Campus Ambassador • In-depth analyzed 10+ fields to release information for job seekers • Established communication groups; using marketing strategy to attract target audience 400+& online competition 1000+