Anita Li
Associate & IECL Faculty
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Anita has experience in developmental, performance, skills, career, and life coaching. She has coached managers and senior leaders across different industry sectors including banking, insurance, hospitality (hotel), marketing communication, utilities (power) and universities. Anita also provides counselling services to individuals to help them with life’s challenges.


Anita respects individual differences and embraces authentic leadership. She helps counterparts to maximise their potential, connect to their values and exercise signature strength. Counterparts are empowered to dream for the future and to transfer their passion into a committed action plan. Anita’s focus is to draw out the best from counterparts so they can achieve sustainable success and have a more fulfilling life.


Anita is a professional accountant. She worked for several top tier investment banks as Finance Director, China Chief Financial Officer, and Country Treasurer. In her 16 years with Morgan Stanley, she led multicultural teams of approx. 50 people to support strategic growth in the Asia region. Under her leadership, the teams consistently delivered high quality results and received the Bank’s ‘CFO award’ four times.


  • Developmental coaching for sustainable leadership and improved leadership impact

  • Transition coaching for leaders new to the organisation or role

  • Coaching for enhancing performance and wellbeing

  • Coaching as part of leadership development or cultural change programs


  • 700 People Managers, Banking – coaching formed part of the leadership and cultural change program, helping to foster a new corporate culture and to embed learning.

  • Group Chief Financial Officer, Fashion Retail and Distribution – senior leader facing organisational changes. Coaching helped leader to have a new vision, to re-strategise and to lead the team through change.

  • Deputy Director, Utilities – coached leader facing challenges in leading through change to become empowered to bring out the necessary changes.

  • Chief Financial Officer, Information Technology – developmental coaching resulted in greater leadership impact and proactive engagement with senior leadership. 

  • Chief Financial Officer, Marketing – leader newly promoted. Coaching resulted in successful transition and improved leadership skill. 

  • Regional Finance Director, Insurance – leader new to the country. Coaching enabled greater wellbeing, improved leadership flexibility, and increased team and stakeholder engagement.

  • Director of Information Technology, Hotel – leader facing life challenges. Coaching helped develop stress management skill, build resilience and reignited work passion.


English Cantonese  Mandarin 

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