Cheryl Lek Email & Phone Number

Lottery product owner for digital channels

Responsible for StarHub Online Store - Home business (Broadband, TV, HomeHub & HubBundle)Key achievement • 5% growth in overall online sign-ups.• Drove 91% growth in TV online sign-ups for Premier League by improving online customer journey.• Responsible for growth of online sales by integrating new products, promotions & improving online customer journey.• In charge of weekly management reporting of online mix, sales, traffic and CVR with findings, hypothesis and action plans for improvement. Sales forecasting, campaigns and online metrics analysis to identify issues, gaps and opportunities.• Translate business requirements into user stories and prioritise backlog to reflect business and market needs via Agile 2 week sprint cycle.• Online store SPOC working with Product & UI team for 3 major product launches (Premier League, World Cup & 10G Broadband).• Setup process to ensure collaboration with cross functional teams such as Go-to-Market, customer lifecycle team & digital marketing.• Conducted weekly customer NPS review & bi-yearly competitors analysis.

Responsible for 4 e-Commerce platforms (Sony Store Online, Lazada, Shopee and iShopChangi) to drive traffic and sales and My Sony warranty programme to increase warranty registration and engagement.Key Achievements• 189% increase in sales across 4 years for Lazada, 5% above sales target across 9 months for Sony Store Online, 200% increase in sales across 3 years for iShopChangi.• Implementation of Order Management System (OMS), 50% improvement in overall operations and order processing and 95% error reduction in 2020.• Achieved average +14% unique open rates and +12% click through rate vs industry standards and successfully migrated email campaign management system ensuring IP reputation and inbox deliverability placement in 2018.eCommerce (Lazada & iShopChangi & Sony Store Online & Shopee)• Strategise and grow e-commerce across marketplaces and online brand store• Ownership of e-commerce platforms management.• Key business user for Order Management System (OMS) project, streamline operations to support expansion of e-commerce. My Sony• Monthly tracking and reporting of My Sony warranty registration trends & email marketing campaigns.• Analysing to provide insights on customer purchasing trends & email campaigns.• Propose email campaign strategy, targeting and manage calendar.• Pioneer business user in the SEA region for email marketing system migration to Oracle Responsys.

eCommerce (Lazada & iShopChangi)• Responsible for on-boarding on ecommerce platforms, manage and oversee day-to-day operations.• Generation of sales report and post campaigns anaylsis.CRM & Email Marketing• Strategise and execute engagement activities for My Sony members.• Gatekeeper to ensure all email campaigns adhere to guidelines• Supported in customer data governance matters relating to PDPA.

Responsible for Singtel’s corporate website, engaging with 3 million monthly unique visitors.Key Achievements• Rolled out new website enhancements: Mobile Responsive Design, Analytics Dashboard and Navigation Revamp.• Successfully revamped website in 2012 and migrated to new Content Management System in 2009.Project Management• Lead projects for various microsites migrations and new website enhancements.• Worked with multiple internal stakeholders and IT on new business enhancements.• Manage various external vendors and digital agencies.• Conduct requirements gathering, documentation of functional specifications, creation of test cases, conducting user acceptability testing (UAT) and conducting training and handover.Website Operations• In charge of supporting content management system (CMS) operations.• Content writing for generic website messages.• Ensuring website is performing up to industry standards and internal SLAs.• Provide monthly reports on Google Analytics, website health and weekly broken link report.

• Analysing and understanding business requirements to create test cases.• Conduct user acceptability testing based on test cases.• Creation of test data required for system testing.• Liaise with external vendor on testing & support project team with any other adhoc request.Projects:• SME eShop (Mobile eShop for SME customers)• eTracker (Online Tracking System)