Hello, I’m LiLi. I’m an award-winning on-air reporter, storyteller, and creative leader with nearly 20 years of experience spanning print, journalism, and brand marketing. I thrive on finding compelling people and building powerful narratives around them.

I’m currently available for freelance and full-time work.

Photo of LiLi Tan

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.

Today, I’m based in San Francisco, working across creative agencies, production companies, and startups to develop content strategy, produce multimedia campaigns, and coach talent. I’ve led cross-functional teams, executed go-to-market strategies for global brands, and developed scalable content frameworks that enhance user experiences. 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 for clients: US Holocaust Memorial Museum, Firestone, and Frontier.

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.

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.

I am also a frequent speaker at conferences and events, and have a small business called KAILU Silk, designing and manufacturing silk-filled luxury bedding for hot sleepers and the menopause community.