Lifang He is a brand strategist, product marketing executive, and go-to-market leader with nearly 20 years of experience helping build some of the world’s most influential technology brands. Her work is grounded in a simple belief: the strongest products are built with brand at their core. By treating brand strategy as product strategy, she has helped companies create products that earn customer trust, drive adoption, and achieve long-term growth.
Throughout her career, He has led brand strategy, product marketing, and go-to-market initiatives at Apple, Amazon, and Ring, spanning the full innovation lifecycle. For six years, she was part of the global team at Media Arts Lab, leading brand and marketing strategy for Apple across iPhone, iOS, AirPods, and Holiday campaigns. Her work helped launch and grow some of Apple’s most iconic products, reaching hundreds of millions of customers across more than 20 countries. Following Ring’s acquisition by Amazon, He led cross-functional marketing across brand, social, and the Neighbors app, helping transform Ring from a fast-growing startup into one of the world’s leading home security brands with millions of users.
At Amazon, she led brand marketing, go-to-market strategy, and consumer insights for Amazon Pharmacy, helping establish the business as one of the fastest-growing consumer brands in the United States within three years of launch. In one of the world’s most highly regulated industries, she helped position Amazon as a trusted healthcare brand by simplifying the customer experience, lowering barriers to adoption, and developing innovative marketing strategies. Her work included launching RxPass, enabling Same-Day Delivery for prescriptions, and integrating PillPack to create a more intuitive, accessible online pharmacy experience.
He is also the author of Brand Power Built In: How Tech Products Really Win Hearts and Minds. Drawing on two decades of experience building products and brands, the book offers founders, product leaders, marketers, and executives a practical framework for embedding brand into every stage of product development.
