Amy Bi

Global VP, Brand DECIEM (The Ordinary, NIOD & Avestan)

Amy is the global vice president of brand at DECIEM, the parent company behind The Ordinary, NIOD, and Avestan. She leads global brand strategy across a portfolio known for radically transparent, science-led storytelling that has reshaped how modern beauty brands communicate. Playing a central role in evolving DECIEM’s narrative across markets and channels, Amy balances authenticity, scale, and commercial impact at a global level. She brings a candid, brand-side perspective on what meaningful storytelling looks like today, and what brands truly expect from retail media partners to deliver messaging that genuinely moves consumers.