Erica(Jing) Li in

Erica(Jing) Li

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Head of Customer Acquisition at AJ Bell
📍 United Kingdom

As Head of Customer Acquisition at AJ Bell, Erica leverages over 10 years of experience in global growth marketing across finance, education, and retail. She specializes in D2C acquisition and holds an MS from the Georgia Institute of Technology. A former colleague described her as a "formidable" manager.

She has managed multi-channel campaigns on a global scale, including for North America, EMEA, APAC, and Africa, utilizing platforms such as Google, Facebook, Weibo, and WeChat.

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Experience
14 Years
Current Role
Head of Customer Acquisition
Job Level
Mid-senior
Location
United Kingdom
Personality Overview

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Communication Style
Decision Approach
Work Preference

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Priorities

Topics Erica(Jing) cares about

D2C Acquisition
Her professional focus is on direct-to-consumer digital acquisition, with hands-on experience in performance marketing and analytics to drive growth.
Global Marketing
Has extensive experience creating tailored acquisition strategies for diverse global markets, including North America, Europe, APAC, and Africa.
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Career

Work history

10-2025
Head of Customer Acquisition
AJ Bell
6-2023 - 10-2025
Senior Customer Acquisition Manager
AJ Bell
10-2021 - 1-2023
Director of Global Growth Marketing
UNiDAYS
12-2015 - 9-2021
Head of Global Digital Acquisition
OANDA Corporation
3-2014 - 12-2015
Online Marketing Manager APAC
Kaplan International English
In the press

Media appearances

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Education
12-2021 - 8-2023
Master of Science - MS
Georgia Institute of Technology
2008 - 2009
MSc
The University of Edinburgh
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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