Gavin Xu Email & Phone Number

Beijing, China

Beijing, China

Hangzhou, Zhejiang, China

-Constructed a team of 5 and coordinated with 20 bd from other BU to build the team structure. Define the core target market in chain stores of auto, fashion, and catering industries to achieve 40 brand clients on board, boost 5 million revenue of ads and related value-added services from direct sales（60%） and indirect channel sales（40%）, achieved in 33% of gross margin and 40% repurchase rate.-Build up the E2E solution for pop-up and chain store segments by integrating the 3 critical stages in an offline event: before the event stage-digital ads and KOLs services; during the event stage-IP exhibition equipment; after the event stage-mini program & SaaS tools-Consolidated traffic from pop-up resources and long-term operation opportunities of E2E operational strategy to evolve the evolutionary cost structure for traditional retail channels, developed 2 new consumer product brands to adopt our SaaS Retail solution.-Created and design the marketing strategy & communication plan to target both channel sales and direct customers, increased the weekly MQL from 0 to 30 and weekly SQL from 0 to around 5.

Hangzhou, Zhejiang, China

Build up the revolutionary industry E2E digital & omnichannel retail solution [Aelophy] to help our business partner to accelerate the digital transformation with the power of Alibaba Eco-System.Define a clear path Retail can follow to achieve the full benefits of digital maturity.Supply Chain Strategy ProductA product that improves the overall efficiency and economical scale of S&OP, by innovating the digitalization of the E2E process, and using prediction algorithm.Retail-Digital Product--- SaaS CRMA digital innovation product that starts from People to 3P(People, Product, Place) that enable our client to have the digital capabilities to better understand their customer and improve the operational efficiency by providing including but not limited to the product functions below:-Muti-Channel customer behavior/attribute data capture, analysis;-User Profile analysis and insight report;-Online and offline digital touchpoint and marketing channels like SMS, APP Push, i-POS, Online Ads, etc;-Customer value management model like RFM, AIPL, Life Circle and crossover with population clustering like Bain 8 Strategic Consumer Groups;-AI marketing recommendations for precise mapping across consumers, products, and marketing/promotion channels;-End to end performance marketing tracking report in all marketing channel;

Beijing City, China

Responsibilities:1) Responsible for the incubation and implementation of strategic Digital & Omni-Channel projects;2) Overall project management including but not limited to: timeline, budget, progress;3) Designed and bulid project incentive schemes, data analysis report structure, cross-functional team workflow;4) Prepared business results（business performance/strategy/model/P&L data etc.） presentation for the level of Brand VP and Group CEO;Key Results:1) 2017.Q4-2018.Q2, Build multi-brand official website from scratch: Successfully launched the project from 0 within 65 days, achieved 2 million net sales without any marketing resources in 2018, VIP repurchase rate was 37.5%;2) 2018.Q1-Now, Be invited to lead priority 1 DTC retail digitalization project-WeMall:Boost more than 91 million net sales and 100 million GMV within 9 months. The project has been selected as Harvard Business Review annual retail digitalization case in 2018.

Beijing City, China

-Responsibilities:：1) E2E business work-flow optimization：Help our project shift the work model from 3PL manual solution to Amazon Retail automatic solution, which including but not limited to selection/product compliance/international logistics/inbound/inventory management/finance process.2) Inventory control: work with FP&A, PL instock managers to create a weekly order-inventory report/selection inventory turnover report to monitor and analysis the key metrics like age of inventory/week of cover/turnover rate. Help the business stakeholder to better control the quantity/amount/frequency of purchase order.3) Workflow establish: Work with the supply chain/legal/product compliance/warehouse/transportation team to create the presell/resell/liquidation process.4) System flow optimization: Design the prototype and PRD of the tax rate/code mapping process, and push the R&D launch of the new tax portal;-Key result：1)Shorten 30% time of product compliance to new ASIN setup by successfully shift the manual goods records to the 3PL platform to Amazon retail ASIN management system flow.2) Setup the resell/liquidation process in HK bonded warehouse that helps our business put 880,000 resaleable inventory go back to list on Amazon.3) Help the project avoid the risk of tax rate error from the root by putting up a long-term systematic solution to automatically change the tax rate & code with the price changes.

Beijing City, China

Seller Management Based on the localized business resources, excavated core competence of local partner and working with them to understand&combine with the development strategy of platform, developed the capacity of seller’s self-operation, designed both category and price tactics through different development stages, delivered the same experience in mobile internet and retail.  According to both data and platform resources, set up seller growth plan to manage different levels of seller：incentive program/ ABC classification. Optimized workflow & customize communication plan with seller; Set up feedback mechanism to ensure effective implementation of the operation plan ;Operation (PDCA) Formulated periodical target & execution plan through the framework of OKR , dynamically allocated available resources of platform to our partner, target breakdown by every single seller/ store. Process-control & quality management, including but not limited to : last mile management/ customer service/ customer satisfaction. Data analysis& tracing result：monitoring KPI（Orders/Budget/GMV/ROI）,reviewed and made report communication with internal and external stakeholders. Coordinated with MKT Dept & BD, launched brand activities/employee benefits/crossover programs.Key results Boost more than 200% growth of 40 key sellers’ orders and 300% growth of GMV from 15Q3-15Q4 per day. The productivity of 2 top key sellers per store beats all the competitors both internal and external. Build visualize data map of local fresh market which give us new analytic dimensions and help BD to develop the newly blind areas through data.