Background & Experience
Peggy Li is CEO of sps: affinity our main partner in the Middle East.
sps: affinity is a boutique strategic business consultancy headquartered in Dubai, UAE. We deliver a range of innovative consulting services to high-profile corporate partners in the banking & finance, hospitality, leisure, tourism, retail, aviation, education, oil & gas, real estate, and automotive sectors.
Our four bespoke business units deliver an unparalleled collection of specialised services to our corporate partners:
- sps: digital: Developing cutting-edge social and digital media marketing strategies;
- sps:hotels: Providing hotel, leisure, and tourism industry consultancy services;
- sps:training: Training & professional mentoring services for progressive companies and professionals;
- sps:pr: On- and offline public relations and marketing solutions.
From corporate communications to professional mentoring and business development strategies, our team of highly experienced professionals work with clients to help them leverage their resources to generate the strongest possible returns. We are committed to making our clients’ goals our own and delivering on their ambitions. We help them overcome their challenges, devise corporate strategies, and bring people and projects together.
Peggy Li, CEO, is an accomplished and high achieving professional, with over two decades of success working at a senior level controlling operations and driving business performance including working in Michelin Star restaurants and luxury hospitality sector. Proven track record of successfully managing large-scale projects, identifying efficiencies, creating sales/marketing strategy, developing the brand, and maintaining Key Performance Indicators.
An influential manager and team player that can motivate, educate and bridge the gap to achieve results by building long-term and mutually beneficial internal & external stakeholder relationships. Excellent communication, numerical and analytical skills, with a proven ability to seize opportunities, whilst building long-lasting trust, and mutual respect at all levels.
She knows Chinese, Chinese (Simplified), English and French.
Client history and assignments include: Arista Approach | Aubaine Restaurants | L’Atelier de Joel Robuchon (London) | London Fine Dining Group | Emaar Hospitality | Nakheel | Marriott Hotels & Resorts |
Approach & Benefits
Peggy’s direct style does not appear to take prisoners. However she is aware that standing alone is not the best way to achieve results without burning out and prefers to work with colleagues of equal stature.
She is infinitely supportive and she will coach you to she will stick to yout views, even with more senior colleagues, especially when armed with good information. You can learn to assess the facts quickly and be ready for action, and generate fast results. Meeting the objectives on time can be important but still take account of people issues.
The benefits of Peggy’s approach include:
- Being able to work in many cultures with many languages
- Sensitive to the challenges of working as an ex-pat within a community of others from many backgrounds
- Focusing on results and the overall picture without forgetting the necessity for the detail to deliver integrity
“I have enjoyed thoroughly working with Peggy. She has a rare mix of fantastic technical competence in her job with a unique ability to implement what she commits to deliver. Anyone who wants to work with Peggy will make a great choice, with a guarantee of results and full commitment to her mission.” Entrepreneur I Retail I Luxury I Omnichannel I CX and EX I
“It is rare to find such a seasoned hospitality professional as Peggy. She understands the restaurant industry on many levels and her ability to maximise the potential of a business is unrivalled .” Senior Corporate Director, Culture & Experience at a London Hospitality Co
“I had the opportunity to work with Peggy on the startup of two restaurants openings as well as managing their operations. Peggy is proactive, result oriented, responsible and always ready to put all her energy and time to get the job done. She has a strong knowledge of the F&B industry, with a high sense of curiosity for new trends, and strong creativity for novel ideas to implement. She has excellent analytical skills and is a respected leader with a strong grip on the activities she managed. .” Special Senior Executive – Retail | Distribution | Enabling Services – Luxury | Premium | FMCG – Digital Transformation | e-commerce | M&A
Other Activities & Professional contributions
Peggy is an accomplished speaker and is respected throughout the industry which is why she has recently been a Judge at The Women Global Pitch Competition at Tie Dubai Media City