Hello, I’m LiLi. I’m an AI Brand Voice Architect, which is fancy talk for: I write brand voice and house style guides — the rules that keep a company sounding like itself, whoever's writing. I’m also an award-winning on-air reporter, storyteller, and creative leader with nearly 20 years of experience spanning print, journalism, and brand marketing.
I’m currently available for freelance and contract work.
My career began in New York City, where I rose from editorial assistant at People to associate features editor at ELLE, before taking my storytelling skills abroad to Hong Kong and Beijing for the 2008 Olympics. I then transitioned into television, reporting for top 10 markets like NBC Bay Area. I thrive on finding interesting people and building powerful narratives around them.
Today, I’m based in San Francisco, working across creative agencies, production companies, and startups to develop content strategy, produce multimedia campaigns, and coaching people to be good on camera. I’ve managed teams of writers, designers, and producers, and launched campaigns for global brands. I’m also fluent in integrating emerging technologies like AI to optimize storytelling and delivery.
After spending several years writing for and editing prominent magazines, I became fascinated with multi-platform storytelling. I went back to school to earn a graduate degree from Northwestern’s Medill School of Journalism, Media & Integrated Marketing Communications.
I’ve developed clear content frameworks that align storytelling with brand goals and audience needs, including defining voice and tone, and ensuring consistency and adaptability. Recent brand voice work: US Holocaust Memorial Museum, Firestone, and Frontier.
Brand Voice & Editorial Strategy
I write through the lens of storytelling — finding compelling people and bringing their experiences to life. I aim to create work that feels human, resonant, and truthful. Clients have included: Dove, Nivea, First Hawaiian Bank, Amazon Fresh, and Airbnb.
Writing
I bring my broadcast background into every presentation — delivering ideas with clarity, confidence, and a strong sense of narrative flow. Whether pitching a concept, leading an online workshop or emceeing an event like WorldWideWomen’s Girls Festival, I know how to engage an audience, adapt in real time, and make complex ideas feel accessible and impactful. Clients have included: NBC News owned & operated stations, SiriusXM.
Presentations
For more, see my resume.
Everyone presents now. All-hands, demo days, investor calls, the update your CEO records alone at 11pm. Almost nobody was trained for it, and it shows.
I reported on air for NBC stations and have the awards to show for it. What I teach is the unglamorous mechanics: what to do with your hands, where to look, how to set up your screen, and how to start a sentence you haven't finished thinking.
On-Camera Coaching
Awards
Webby - People’s Voice
EMMY - Newscast: Refugio Oil Spill
EMMY - On-camera Talent, Reporter
2024
2015
2015
Associated Press - Best Live Coverage
2015
For more, see my portfolio.