Contact
Cecilia Li, M.Sc, MBA
www.linkedin.com/in/cecilia-li-m-sc- Business and Marketing Leader | Building Brands and Driving
mba-7b29a34 (LinkedIn) Growth | Digital Transformation | Data-Driven | Strategy Planning &
Execution | Empowering Teams to Deliver Impact
Top Skills Richmond Hill, Ontario, Canada
E-commerce Optimization
Search Engine Marketing (SEM) Summary
Business Analysis A strategic thinker and creative marketer with a knack for
driving innovation! With over 17 years of experience in the
Languages healthcare industry and proven expertise in marketing strategy,
Chinese (Full Professional) digital marketing, e-commerce, commercial operations, project
English (Full Professional) management, and engineering, I’m passionate about learning and
making meaningful impacts.
Certifications
AI-Powered Shopping ads As a strong communicator and collaborative leader, I excel in crafting
Certification
compelling brand stories, fostering positive partnerships with teams,
Agile Project Management
Certification and executing integrated campaigns and projects across channels
Google Analytics Certification to deliver impactful results. I am a two-time winner of the Marketing
Wrike Certified Professional - Project Excellence Award at Cardinal Health, a global healthcare products
Management and Collaborative and services company.
Work Management
Google Ads Search Certification
Blending analytical rigour with creative thinking, I develop strategies
and uncover business growth opportunities. With a solution-oriented
mindset, I’m keen on leveraging technology and innovative ways
to drive profitable growth, improve process efficiency, and enhance
customer experience. As an empathetic leader, I believe in positivity
and authenticity to empower teams with trust and energy.
Experience
Global Industrial Canada
Director of Marketing
January 2025 - Present (8 months)
Markham, Ontario, Canada
Global Industrial, a publicly traded company, has been a trusted industry
leader for over 70 years. With a diverse portfolio of over one million products,
including Global Industrial exclusive brands, we help corporations, institutions,
and governments across North America operate efficiently.
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Reporting to the President of Canada, I lead a marketing team to elevate
marketing capabilities, develop marketing strategies, and execute campaigns
across digital and traditional channels. Working closely with cross-functional
teams to build our brand, evolve omnichannel solutions, and drive revenue
growth for Canadian business.
Cardinal Health Canada
7 years 4 months
Director, Marketing and Channel Management
February 2022 - September 2024 (2 years 8 months)
Vaughan, Ontario, Canada
Led the development of business plans, marketing strategies and budgeting
with commercial teams for target products and services to drive profitable
growth across markets including hospitals, long term care, homecare, surgery
centres, government, pharmacies, clinics, dental and vet. Led marketing team
in research, voice of customer surveys and insights sharing, recommending
growth opportunities and executing strategies by instituting cross-functional
operations, launching solutions, programs and campaigns across digital
and traditional channels; enabling marketing, sales and contract teams with
tools, analytics, training and reporting. Led corporate Value Proposition and
messaging development, established brand story and launched through
various channels. Implemented and optimized technology stacks and
automations to streamline commercial operations, project execution, drive
digital transformation and improve customer experience.
Senior Market Manager
October 2018 - February 2022 (3 years 5 months)
Ontario, Canada
Led marketing team to develop and execute go-to-market and growth
strategies for post-acute markets and customers including long term care,
homecare, pharmacies, clinics, and surgery centers. Established commercial
planning processes to foster cross-functional collaborations and adopt an
insight-driven approach. Developed product and pricing strategies for post-
acute markets. Identified opportunities and formulated compelling business
cases that help meet customers needs and drive growth in creative ways. Led
cross-functional teams to develop and launch multiple marketing and clinical
programs and platforms, such as customer incentive program, business-to-
consumer ecommerce and home patient deliveries, skin and wound care
program, infection control program etc. Drove consistent profitable growth with
effective sales team and digital execution, and performance monitoring.
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Market Manager
June 2017 - October 2018 (1 year 5 months)
Vaughan, Ontario, Canada
Developed marketing strategy and business plan for long term care market.
Conducted market research and voice-of-customer surveys, translating
insights into actionable strategies and tactics. Partnered with clinical and
sales teams to successfully launch customer and clinical programs, including
Fall Prevention program, Year End Specials, and various campaigns across
marketing channels. Revamped the campaign and program development
process to seamlessly integrate regulatory review, accurate inventory forecast
and management, led ERP and data enhancements, establish KPIs to
accelerate new product and program launch to markets.
Baxter International Inc.
10 years 7 months
Market Manager
May 2013 - May 2017 (4 years 1 month)
Toronto, Canada Area
Product management of dialysis solution product portfolios, overseeing
demand and forecast, contract and pricing strategies, marketing materials and
customer communication. Led cross-functional teams to develop business
plans including market segmentation, targeting, marketing strategies and
tactics for peritoneal dialysis therapy portfolio (dialysis solutions, device and
disposables).
Led market research projects, advisory boards of healthcare professionals,
and conference planning. New product launch and regional implementation
of automated home dialysis platform with remote patient management with
cross functional team, including sales team and customer product training.
Developed and successfully launched digital and clinical tools to support
healthcare professionals and patients, increasing awareness and adoption of
home dialysis, such as a patient decision support app, kidney health website,
educational resources, white papers and an e-learning platform.
Associate Market Manager
August 2011 - May 2013 (1 year 10 months)
Managed dialysis ancillaries portfolio, developing robust pricing strategy,
sourcing products and partnering with suppliers to maximize profitability.
Collaborated with supply chain, customer care, regulatory, operation,
manufacturers to improve service level and customer communication.
Developed business case and recommend new business growth opportunities
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for home dialysis market. Project lead to develop and implement a new service
and operation model, streamlining ordering, home delivery, billing and return
process to improve customer experience.
Senior Engineer - Product Development
August 2009 - August 2011 (2 years 1 month)
Chicago, Illinois, United States
Product design and development of dialysis device, drug containers and
disposables, establishing technical requirements based on patients' needs.
Led technical activities such as verification testing, packaging design,
product usability tests, shelf life studies, process validations and regulatory
submissions for new products. Conducted human factor studies and
simulations, established new manufacturing processes and led large-scale
prototype builds applying Lean Six Sigma methodologies. Project management
of a new dialysis device and disposables, collaborating with cross-functional
leaders from marketing, finance, regulatory, manufacturing plant and R&D to
develop business cases, launch strategy, regulatory submission, production
ramp-up, commercialization schedule and value proposition.
Engineer, R&D
November 2006 - August 2009 (2 years 10 months)
Chicago, Illinois, United States
Developed models and programmed simulations to enhance drug container
material formulations and extend product shelf life. Collaborated with
engineers and cross-functional teams to design dialysis device and disposable
products for US, Europe and Japan markets, focusing on material evaluation,
packaging development, film modeling, design of experiments and optimization
of process parameters. Researched and compiled regulatory requirements
from North and South America, Europe and Asia to establish global technical
requirements.
Ibiden Circuits of America
Product/Process Engineer
March 2006 - November 2006 (9 months)
The Solae Company (Joint Venture of Dupont & Bunge Ltd)
Process Engineer (co-op)
January 2005 - August 2005 (8 months)
Education
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University of Toronto - Rotman School of Management
Master of Business Administration - MBA · (2011 - 2014)
Illinois Institute of Technology
Master's degree, Mechanical and Aerospace Engineering · (2006 - 2008)
University of Illinois Urbana-Champaign
Bachelor, Chemical Engineering · (2001 - 2005)
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