OREANDA-NEWS. WWE (NYSE: WWE) today announced the appointment of Jay Li as Vice President & General Manager, Greater China based in Shanghai. Li, a senior executive who has held multiple leadership positions in key industries in China and the U.S., will report directly to Ed Wells, WWE Executive Vice President, International.

In this newly created role, Li will lead WWE’s strategic business development initiatives and day-to-day operations in China and work in conjunction with local government authorities and partners across all of WWE’s lines of the business including television, live events, marketing, sponsorship, new media, licensing and merchandising.

“China is strategically important for WWE and we are confident that Jay will help successfully develop our brand and business in the market,” said Gerrit Meier, President, International, WWE. “We remain committed to expanding WWE internationally, and our presence in China is critical to the company’s future growth.”

Prior to joining WWE, Li served as Skullcandy, Inc.'s China General Manager, where he helped launch its business in China, grow annual sales and successfully establish Skullcandy as a leading youth brand.

Li joined Skullcandy from Li Ning Company Limited, China’s leading sporting goods company, where he held multiple leadership positions. As Vice President & General Manager of the company’s International Division, Li played a key role in growing annual revenue to more than $1.4 billion.

Earlier in his career, Li held executive roles at IBM and Andersen Consulting, LLP, and graduated summa cum laude from Middlebury College where he earned a Bachelor of Arts degree in International Politics and Economics.

 WWE, a publicly traded company (NYSE: WWE), is an integrated media organization and recognized leader in global entertainment. The company consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience. WWE is committed to family friendly entertainment on its television programming, pay-per-view, digital media and publishing platforms. WWE programming reaches more than 650 million homes worldwide in 25 languages. WWE Network, the first-ever 24/7 over-the-top premium network that includes all live pay-per-views, scheduled programming and a massive video-on-demand library, is currently available in more than 180 countries. The company is headquartered in Stamford, Conn., with offices in New York, Los Angeles, London, Mexico City, Mumbai, Shanghai, Singapore, Dubai, Munich and Tokyo.