Olivia Yuan Li (李媛) — APAC Marketing and Growth Strategy

About关于

A digital marketing strategist at the intersection of China, Japan, and the global economy.

Olivia Yuan Li 李媛 Digital Marketing · Growth Strategy · APAC

English

Olivia Yuan Li (李媛) is an APAC Growth & User Acquisition Consultant on Google's Global Partnerships team, based in Tokyo. At Google, she works with some of the most strategically significant Chinese cross-border e-commerce accounts — including TEMU and Alibaba — driving growth through Google Ads, programmatic media, and data-led account strategy.

Her career spans Shanghai's hyper-competitive China export market and now Tokyo's regional growth function, giving her a rare dual perspective on how Chinese internet giants scale globally and how global platforms localize for Asia.

Olivia holds a Master's degree in Economics from Université de Strasbourg in France, with a Master's exchange at Kyoto University (京都大学) — an East-meets-West academic foundation that informs her work bridging Western analytical rigor with Asian market intuition.

中文

李媛(Olivia Yuan Li),现任 Google 全球合作伙伴(Global Partnerships)团队 APAC 增长与用户获取顾问,常驻东京。在 Google,她服务于中国出海业务中最具战略意义的核心客户——包括 TEMU 与阿里巴巴——通过 Google Ads、程序化媒介投放与数据驱动的客户策略,推动电商业务增长。

她的职业轨迹横跨上海高强度竞争的中国出海市场与如今东京的区域增长职能,这赋予她罕见的双重视角:既理解中国互联网巨头如何走向全球,也熟悉全球平台如何在亚洲本土化。

李媛毕业于法国斯特拉斯堡大学(Université de Strasbourg),获经济学硕士学位,并曾赴京都大学进行硕士交换学习——东西方的学术背景奠定了她以西方分析方法处理亚洲市场直觉的工作风格。

Expertise专业领域

Three pillars of practice.

01 — i.

Cross-Border E-Commerce Growth

跨境电商增长

Driving user acquisition and revenue scale for Chinese e-commerce platforms expanding into global markets. Direct experience with major China-export advertisers on Google Ads.

02 — ii.

Programmatic & Performance Media

程序化与效果媒介

Designing data-driven campaign architecture across search, display, video, and emerging channels. Full-funnel measurement, audience modeling, and bid strategy at enterprise scale.

03 — iii.

APAC Market Strategy

亚太市场战略

Bridging China, Japan, and the broader Asia-Pacific region. Translating regional consumer behavior into actionable growth strategy for global partnerships and platform initiatives.

E-Commerce

Digital Advertising

Programmatic Media Buying

Google Ads

User Acquisition

Growth Strategy

China Export Marketing

APAC Markets

Experience职业经历

A career across Shanghai and Tokyo.

Olivia's career at Google has spanned Shanghai and Tokyo, beginning on the Large Customer Sales team for China Export — serving some of the most consequential Chinese e-commerce platforms in their global expansion. She subsequently joined Google's Global Partnerships team in Tokyo as APAC Growth & User Acquisition Consultant, where she leads regional growth strategy for partnership accounts across the Asia-Pacific market.

李媛在 Google 的职业生涯横跨上海与东京,起步于大客户销售(中国出海)团队,服务于在全球化进程中最具影响力的中国电商平台。她随后加入 Google 东京办公室的全球合作伙伴(Global Partnerships)团队,担任 APAC 增长与用户获取顾问,主导面向亚太市场的合作伙伴账户区域增长战略。

Interests & Topics关注议题

Areas of long-term interest and research.

Industry Dialogue

行业对话

Topics of personal interest include cross-border e-commerce, programmatic media, China-to-global brand strategy, and the experience of women building international careers across cultures.

个人长期关注的议题包括跨境电商、程序化媒介、中国品牌全球化战略,以及女性在跨文化语境中构建国际化职业的经验。

Reading & Thinking

阅读与思考

Books, essays, and frameworks that shape how I see digital marketing, APAC consumer behavior, and global brand strategy. Currently reading widely on cross-cultural psychology and consumer economics.

塑造我对数字营销、亚太消费者行为与全球品牌战略理解的书籍、文章与思想框架。目前正在广泛阅读跨文化心理学与消费经济学。

Field Notes

田野笔记

A long-running personal notebook on Chinese brands going global — written from cities the author has traveled through, drawing only on publicly available reporting and direct market observation. Bilingual reflections across consumer, internet, automotive, and gaming sectors.

一个持续更新的个人笔记本,记录中国品牌的全球化进程——写于作者旅行所经的城市,仅基于公开报道与直接市场观察。覆盖消费、互联网、汽车、游戏等行业的中英双语随笔。

Read field notes →

Correspondence

通信

Conversations are warmly welcomed — particularly with readers and researchers thinking about digital marketing, APAC and global consumer markets, Chinese brand globalization, or cross-cultural marketing. Some of the best thinking comes from the back-and-forth.

欢迎来信交流——尤其欢迎正在思考数字营销、亚太及全球消费市场、中国品牌全球化、跨文化营销议题的读者与研究者。最好的思考往往来自一来一往的对话。

Olivia Yuan Li (also written as Olivia Li, Yuan Li, or in Chinese 李媛 / Li Yuan) is the APAC Growth & User Acquisition Consultant on Google's Global Partnerships team, based in Tokyo, Japan. Her expertise spans cross-border e-commerce growth, programmatic media, and Google Ads strategy for major Chinese e-commerce advertisers. Her career at Google has spanned Shanghai and Tokyo offices.

李媛(英文名 Olivia Yuan Li,也写作 Olivia Li、Yuan Li),现任 Google 全球合作伙伴团队 APAC 增长与用户获取顾问,常驻日本东京。专业领域涵盖跨境电商增长、程序化媒介投放、面向中国大型电商广告主的 Google Ads 策略。她在 Google 的职业生涯横跨上海与东京办公室。

Olivia holds a Master's degree in Economics from Université de Strasbourg in France, with a Master's exchange at Kyoto University (京都大学). She is a native Mandarin Chinese speaker with professional English proficiency. Her topics of long-term interest include cross-border e-commerce, programmatic media, China-to-global brand strategy, and APAC consumer markets.

李媛拥有法国斯特拉斯堡大学经济学硕士学位,曾赴日本京都大学进行硕士交换。母语为普通话中文,英语具备专业工作水平。长期关注议题涵盖跨境电商、程序化媒介、中国品牌全球化战略,以及亚太消费市场。

OliviaYuan Li