Simon Li

Interlace is a Web3 payment infrastructure provider offering CaaS, BaaS, and WaaS solutions, enabling regulated virtual and physical card issuance, embedded wallets, named IBAN accounts, and seamless stablecoin-to-fiat settlement globally. Lead global brand strategy, demand generation, and ecosystem expansion within the Web3 payments infrastructure sector.

Advised Web3, digital asset, and cross-border payment companies on market expansion across Greater China and Southeast Asia. • Provided strategic advisory on stablecoin payment architecture, digital asset settlement, tokenization, and regulatory positioning. • Built Web3-focused industry communities via structured content publishing and social engagement, growing targeted followers and increasing ecosystem visibility. • Delivered industry roundtables, ecosystem workshops, and external sharing sessions to support enterprise localization, brand expansion, and user adoption through community-driven growth.

Blockchain-enabled financial infrastructure provider focused on DLT-based clearing, settlement, and asset tokenization for banks and institutional clients. Led institutional marketing and ecosystem business development across Greater China. • Designed GTM strategies for tokenization and programmable settlement solutions aligned with digital asset regulatory frameworks. • Built strategic partnerships with banks, fintechs, infrastructure providers, and digital asset players to support cross-border blockchain integration. • Positioned brand within the Web3 and digital finance ecosystem through media collaboration, KOL engagement, industry events, and thought leadership publishing. • Produced institutional-grade materials including whitepapers, tokenization case studies, and infrastructure solution briefs for regulated financial institutions.

Global cross-border payment provider (later acquired by Ant Group). Led regional marketing strategy supporting cross-border ecommerce and digital payment growth. • Built APAC marketing team and supported B2B acquisition growth; increased sales leads by 120% while reducing CPL by 40%. • Launched new regional brand strategy and pricing campaigns across North Asia, driving 150% incremental registrations. • Strengthened digital acquisition channels including SEM, SEO, social, webinars, and offline ecosystem events.

Led China marketing strategy for global digital payments leader, focusing on cross-border merchant acquisition. • Executed omni-channel merchant acquisition strategy across paid search, website optimization, social media, and vertical communities. • Increased share of wallet by 12% through strategic campaign deployment. • Established co-marketing partnerships with China UnionPay and major banks to expand digital payment acceptance. • Introduced Martech optimization tools to enhance SEM performance and data-driven traffic acquisition.

Led go-to-market strategy for Samsung Pay and digital wallet ecosystem development in China. • Built payment ecosystem alliances with UnionPay, major banks, telecom operators, and retail partners. • Designed large-scale loyalty and membership programs; grew user base to 12 million within 8 months. • Delivered data-driven campaigns generating incremental revenue of USD 370M.