Shuyi Ni
San Jose,CA
Summary
High-impact communications executive with extensive experience leading global narratives at the intersection of innovation, sports, and youth culture. Expertise in transforming complex brand stories into compelling narratives that drive engagement and growth. Proven success in managing high-stakes media relations and global events, while cultivating high-performing, culturally aware teams.
Overview
17
17
years of professional experience
Work History
Head of Brand and Marketing
Momcozy
San Jose, California
01.2026 - Current
- Transnational Brand Architect: Spearhead the strategic localization of a leading Chinese maternal and infant tech brand for the North American market, transforming global vision into a resonant, local flagship presence.
- Strategic Market Adaptation: Translate complex global brand narratives into high-impact regional action plans, ensuring all campaigns align with North American cultural nuances, holiday cycles, and consumer behaviors.
- Closed-Loop Ecosystem Development: Integrated Chinese 'sales-closed-loop' efficiencies with localized branding tools, content matrices, and private traffic pools to enhance market growth in the U.S. landscape.
- Cross-Cultural Team Leadership: Directed high-performing team of 19 professionals to bridge the gap between Chinese brand origins and U.S. consumer expectations through tailored storytelling and user operations.
- Lead a team of 19 marketing professionals across brand, social, PR and strategy team
- Navigated U.S. advertising laws and data privacy requirements, ensuring compliance of cross-border marketing communications.
Director, Global Storytelling Communications
Nike, Inc.
Portland, Oregon
01.2022 - 01.2026
- At the core of the Nike One Publishing team (News team), I led the storytelling function to drive Nike’s global corporate narrative by overseeing end-to-end storytelling, content strategy and new creative execution, in close collaboration with key brand partners like performance sports category as well as all global geo partners.
- Launched a series of athletes’ signature products and led NBA and running athlete tour in NA and Greater China.
- Served as a global Worldwide project co-lead for critical global initiatives, spanning consumer, corporate and internal comms for 2022 2023 JDI company annual anniversary celebration, 2023 Women’s World Cup and the 2024 Olympics storytelling planning.
- Led annual strategic planning for the entire Communications function globally as well as the Storytelling team’s strategy plan.
- Executed strategic multi-pronged communications strategy integrating executive comms, content development, and campaign launch media experiences.
- Led four-month Communications journey for 'Nike Breaking 4' running innovation project, ensuring alignment with overall storytelling goals.
- Partnered with different function and geo teams to create extensive media and consumer energy around innovation and brand, through bespoke assets’ creation and media experiences.
- Curated breakthrough storytelling content to highlight high-impact moments, effectively driving narrative priorities for external and internal audiences.
- Multi-dimensional stories examples like: 'Sabrina Ionescu’s Asia tour', 'LeBron James’ China tour', 'Nike Victory Swim'.
Director, GC Corporate Narrative and Consumer Creation Communications
Nike, Inc.
Shanghai, China
01.2022 - 12.2022
- Defined Greater China Marketing and Communications annual narrative priorities to capitalize on China’s emerging influence on economy, politics and digital innovation and position Nike as the country’s undisputed leader in sport, youth culture and innovation.
- Led marketing and communications campaigns for pivotal sport and culture moments, strengthening relationships with core media partners.
- Collaborated with athletes, celebrities, and internal team to amplify brand content through external media and partnerships.
- Facilitated strategic cross-functional alignment across Nike matrix to enhance collaboration and effectiveness.
- Project lead for Nike China 40 years anniversary project.
Manager, Global Communications manager
Nike, Inc.
Portland, Oregon
01.2018 - 12.2021
- Spearheaded global launch of 'Nike Adapt', a pioneering self-lacing shoe and app, enhancing product visibility and consumer engagement.
- Managed the global launch of Nike React technology.
- Led strategic planning with geo teams across three categories (Olympics, Nike Women, Running) for four simultaneous retail seasons, aligning messaging and execution.
- Led local geo and city innovation launch plan by providing the creative strategy, messaging, content and inspiration needed to drive strong narrative-led storytelling.
- Inspired Nike’s 'female-first' brand position by launching 'Nike Women 2019 (World Cup 2019)' in Paris.
- Created and executed Nike Forum 2020 media launch event in NYC, showcasing brand innovation and engaging key stakeholders.
Communications and Marketing Manager, lifestyle, running, women’s and Olympics
Nike, Inc.
Shanghai, China
01.2018 - 12.2018
- Led launch of Nike Running, Nike Women, and Nike Sportswear Marketing and Communications in Greater China, establishing brand presence.
- Developed integrated marketing and communications plans that fostered a robust running culture in China, increasing community participation.
- Spearheaded innovation launch in Greater China market, enhancing product visibility and engagement.
Engagement planner and social strategist
Ogilvy One
01.2012 - 12.2012
Assistant planner
AKQA
01.2011 - 12.2012
Account executive
Wieden+ Kennedy
01.2009 - 12.2011
Education
BA - International Politics and public administration
Fudan university
01-2010
Skills
- Integrated marketing strategy
- Digital content strategy
- Consumer engagement
- Media management
- Event management and execution
- Strategic planning
- Innovation development
Awards
- Nike Maxim Awards: 2016 Air Max Innovation launch
- 2016 Rio Olympics Campaign
- 2018 Epic Reach Launch
- 2019 Women’s World Cup
- Our function's first representative in the Nike Evolve and Gamechangers program.
Languages
- English, professional fluency
- Chinese, native
Timeline
Head of Brand and Marketing
Momcozy
01.2026 - Current
Director, Global Storytelling Communications
Nike, Inc.
01.2022 - 01.2026
Director, GC Corporate Narrative and Consumer Creation Communications
Nike, Inc.
01.2022 - 12.2022
Manager, Global Communications manager
Nike, Inc.
01.2018 - 12.2021
Communications and Marketing Manager, lifestyle, running, women’s and Olympics
Nike, Inc.
01.2018 - 12.2018
Engagement planner and social strategist
Ogilvy One
01.2012 - 12.2012
Assistant planner
AKQA
01.2011 - 12.2012
Account executive
Wieden+ Kennedy
01.2009 - 12.2011
BA - International Politics and public administration
Fudan university