Bella Lee Email and Phone Number

Accelerating the eCommerce business for international water brands (evian, Volvic, Ferrarelle) across Asia Pacific via strategic key account partnerships

Accountable for driving overall eCommerce sales targets for the MY & SG Specialized Nutrition business (Dumex Dugro, Dumex Mamil Gold, Aptamil, Nutricia) with a team of 4 direct reports

Health Supplements Division (HSD) - BRAND'S• Took on additional responsibilities of managing corporate accounts and event sales, on top of existing eCommerce accounts • Developed the annual eCommerce sales plan and strategy ensuring sustainable attainment of annual and monthly sales goals and profitability• Refined the route to market strategy for the B2B2C business (eCommerce, Corporate, Events) in consultation with relevant parties to address immediate business needs (i.e manpower limitation) to maximize efficienciesKey Achievements: • eCommerce business YOY strong double-digit growth (+67%)• Successfully negotiated on a first offline-online partnership with an E-Retailer (RedMart) for our annual Chinese New Year Sales, bartered almost $15k worth of media assets (i.e. Homepage Takeover & Dedicated eDm)• Awarded Best Omnichannel Initiative for Health Category in the Guardian Health & Beauty Awards 2018

eCommerce Sales and Operations•Developed and managed all eCommerce channels - digital marketplaces (Qoo10, Lazada, Shopee), pure plays (RedMart) and E-Retailers (Fairprice, Cold Storage, Giant, Guardian and Watsons Online)•Conducted demand forecasting, budget planning and sales reporting •Worked in close partnership with cross-functional departments •Negotiated favourable trading terms on price, service and profitabilityDigital Marketing•Custodian of website (www.brandsworld.com.sg), where I managed content uploads on Adobe Experience Manager•Drive search optimization and search enhancements on the corporate website•Collaborated with agency to build an Always On Paid Search Strategy with monthly analysis and optimization of campaignsCustomer Relationship Management •Led and executed a Data Cleansing and Data Migration project to ensure consumer data are migrated into SAP Hybris•Analysed and segmented database for execution of acquisition and retention activities through B2C and Tele-Marketing platforms•Executed EDM and SMS campaigns with evaluation of post-campaign performance (i.e open rates, click-through rates)•Developed and executed a Direct Response Advertising campaign on print and social to drive sale of festive hampers

• SEO Project - Reviewed current situation such as Cerebos’ local market websites, direct competitors’ brand websites and identified new content opportunities for BRAND’S®• Refreshed copies and content on BRAND’S® corporate website to improve visibility and search-ability of BRAND’S® on owned media • Updated competitive landscape and assessed strengths and weaknesses of current and potential competition. The analysis would provide the company to identify opportunities and threats• Liaised with internal and external stakeholders to refresh content for the digital scientific asset for placement at the Singapore Science Centre, ensuring that objectives are aligned• Supported the Marketing Department with basic administrative support