Yiyue Li

• E-commerce Marketing Insights: Led data analytics for beauty and FMCG brand projects, including Darlie and L'Oréal; extracted and categorized keywords from 1M+ user reviews to capture consumer needs and KOL investment efficiency, producing actionable marketing strategies that drove a 160% increase in search volume for a single product

• Cross-Market Social Research (Dating & Social App): Led a user research project spanning Thailand, India, Japan, and South Korea, designing and executing 2,500+ surveys to uncover target consumers' attitudes toward the dating market and social app usage frequency; delivered research reports for all four markets and client presentation decks, with 100% on-time delivery at key milestones

• AI Tool Adoption: Spearheaded an AI adoption initiative across 8 business lines, building a prompt-engineering template library and standardizing AI-assisted workflows for report writing, questionnaire design, and email drafting; compiled a reusable AI best-practice playbook, driving a 40% increase in internal AI tool adoption

• Marketing SOP Development: Built the marketing SOP framework from the ground up, creating a marketing calendar to visualize the annual timeline and action items, and authoring a marketing playbook standardizing Marketo, Hootsuite, LinkedIn, and internal marketing workflows; managed LinkedIn content strategy and publishing, growing followers by 1,500+ and engagement by 800% within 3 months

• Hotel Asset Valuation Modeling: Built DCF valuation models (OCC/ADR forecasting, cash flow projections, IRR analysis) for 2 hotel renovation projects; optimized repositioning strategies to turn both projects' IRR from negative to positive, driving an estimated 20% increase in RevPAR and a 10-percentage-point improvement in overall IRR; conclusions were adopted by clients/owners for final decisions

• Repositioning Strategy: Supported a hotel renovation project led by a regional cultural tourism group and multiple hotel brands, leading positioning analysis, financial modeling, and marketing strategy design; optimized the positioning strategy to turn the project's IRR from negative to positive and drive an estimated 20% increase in RevPAR; authored the strategic insights report, with the strategy adopted and implemented by the client

• Feasibility Study: Led end-to-end market research for an office-to-hotel conversion project, covering competitive hotel research within a 5km radius, source-market analysis, and competitor benchmarking; authored the tender specification document and analyzed 5,000+ customer reviews to surface key pain points, turning the project's IRR from negative to positive with an estimated 10-percentage-point improvement

• Operational Diagnostics: Built 3 KPI monitoring dashboards, used Tableau to identify a 15% YoY decline in F&B revenue at a Maldives Marriott property; pinpointed the root cause as a shift in guest mix, coordinated with the local team to verify findings, and provided operational guidance, driving an estimated 20% recovery in F&B revenue

• Event Planning & Execution: Led the planning and execution of an APAC Sustainable Bartender Competition, designing a multi-stage competition format and UGC content incentive mechanics; invited 30+ KOLs to attend, and secured judges from Asia's 50 Best Bars; coordinated cross-functional teams and external agencies; addressed a post-launch gap in ticket-source tracking by proposing a low-cost, platform-specific promo code attribution solution