eva yun li
浣犲ソ
I started in numbers. I studied mathematics at Waterloo, then joined Deloitte in Toronto, where I designed the online customer journey for a major insurer with a build team of 100+.
In 2018 I moved to Shanghai to invest. I was an investment associate at DragonCor, Blackstone's China logistics real estate platform. In two years I closed 7 deals worth $760M, negotiated financing with six banks, and built the investment operations from zero to one.
Then an MBA at Chicago Booth and a move to New York with BCG, advising MedTech, consumer and banking clients on where to grow, what to keep and what to fix.
Today I lead global business strategy and revenue planning at TikTok, setting targets and growth strategy for a multi-billion-dollar advertising business across 10+ regions. I live in New York, and work in English / Mandarin.
I do my best work where an investor's eye meets an operator's follow-through: take a messy, high-stakes problem, give it structure, and stay until it ships.
I appreciate beauty across the full spectrum of being: diamond and rust. In my free time, I love reading, critiquing films, working on my tennis game, cooking, listening to podcasts and increasingly, just sitting with my thoughts.
Here's my work.
Work
2017 to now-
$500M+
A growth playbook for TikTok's top advertisers
Built the analytical framework regional teams use to unlock incremental annual revenue from their largest accounts.
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10+regions
One revenue plan for a global ads business
Set company-wide OKRs and aligned Business, Product and Finance leaders; advised the CEO and regional GMs on priorities.
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Directvs agency
A redesigned sales operating model
Defined segmentation, governance and incentives end to end, so revenue is attributed once and owned by someone.
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$760M
Seven logistics real estate deals in China
Led diligence, models and investment memos across 30+ opportunities, and ran a team of three analysts.
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$50MEBITDA
Keep or divest, brand by brand
Built the framework a global consumer company used to assess its brand portfolio and find its growth.
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$40M
Key account strategy for a MedTech leader
Identified new revenue opportunities account by account and gave the sales team a plan to go after them.