Jiao Li is a transformative sports executive leading the International Skating Union (ISU) through a bold evolution into a modern, athlete-first, fan-centric, and commercially dynamic sports federation. With expertise in commercial strategy, fan engagement, and global business development, she has been instrumental in reshaping how ISU connects with stakeholders, ensuring sustainable growth while preserving the sport’s legacy.
Since joining ISU as Chief of Commercial & Marketing in October 2024, Jiao has spearheaded groundbreaking initiatives, redefining the federation’s commercial and marketing approach. Her appointment was globally announced by ISU, recognizing her as a key driver of its modernization efforts.
Before ISU, Jiao held key leadership roles at NBA Asia, SportBusiness Group, and Sportfive, where she played a pivotal role in expanding commercial partnerships, fan engagement, and strategic business development across international markets. These experiences have equipped her with a deep understanding of the global sports industry and a unique ability to craft innovative commercial strategies that resonate across cultures.
