Cathy Li

Background

About Cathy Li

I am an MBA student and data-driven professional with a strong background in analytics, marketing, and finance. In my current role as a Business Performance Analyst at Diageo, I leverage multiple data sources (MicroStrategy, EZFocus, LCBO SOD) to pinpoint market trends, identify opportunities and threats, and deliver actionable insights to key stakeholders. I also developed and continue to maintain LCBO weekly depletions dashboards in Power BI, ensuring our teams have timely, clear visibility into performance metrics that guide strategic decisions. Previously, I served as a Marketing Analyst (Co-op) at Mars, where I led four sampling campaigns for the two leading pet food brands. By designing data-backed plans, building financial projections, and collaborating with cross-functional teams, I effectively optimized resources, boosted household penetration by 1.2%, and drove an 8% revenue increase. I also performed comprehensive category and competitor analyses using Nielsen data, conducted extensive consumer research to evaluate campaign effectiveness, and delivered actionable reports that informed future strategies. My foundational experience in financial analysis and audit has further sharpened my analytical thinking and problem-solving abilities—skills I use daily to distill complex data and translate it into meaningful business insights. I thrive on cross-functional collaboration, whether I’m guiding resource allocation decisions or presenting results to executive leaders. I’m passionate about continuous learning and love tackling challenges that allow me to combine strategic thinking, creativity, and data analysis. I enjoy connecting with like-minded professionals, so please feel free to reach out at Cathyli.professional@gmail.com. Let’s collaborate and explore ways we can drive meaningful growth together.