Li Cui

Background

About Li Cui

My path into marketing wasn’t traditional. I started as a ski instructor, then moved into outdoor media and brand storytelling, driven by a desire to combine my passion for the outdoors with an interest in creative work. That early blend of movement and storytelling set the foundation for what I do now. Today, I work across strategy and content, with experience in both creative execution and long-term planning. I've developed campaigns, helped shape brand narratives, and written, photographed and filmed stories along the way. I believe the outdoors can change how people see themselves and the world around them. My goal is to help tell stories that inspire people to get outside and drive change, both personally and collectively.