Madisen Li

SVP, Design & Merchandising Tecovas

Madisen Li is the Senior Vice President of Design & Merchandising at Tecovas, where she leads the company's product strategy across footwear, apparel, and accessories. She oversees the vision, creation, and commercialization of the brand's product portfolio, helping shape the next chapter of one of retail's fastest-growing premium Western lifestyle brands. With more than 15 years of experience spanning product creation, merchandising, and global brand strategy, Madisen has built a career at the intersection of creativity and commerce. Before joining Tecovas, she held merchandising leadership roles at Kenneth Cole, Tory Burch, Cole Haan, and Nike, where she helped drive category growth, build consumer-centric assortments, and bring innovative products to market across direct-to-consumer, wholesale, and international channels. Known for pairing deep consumer insight with disciplined commercial strategy, Madisen believes exceptional products are created when merchandising, design, marketing, and storytelling work in lockstep. Madisen is passionate about building products with purpose and helping organizations connect product strategy to brand identity. Her leadership philosophy centers on developing high-performing teams, fostering cross-functional collaboration, and creating products that customers love for years—not just seasons. Madisen earned her degree in Fashion Merchandising from Marist University and is passionate about the future of retail, where data, creativity, and authentic brand experiences come together to build lasting customer loyalty. When not working, Madisen enjoys spending time with her kids and volunteering with the National Daughters of the American Revolution where she is the NYC chapter flag chair.