Heng Chen Email & Phone Number

Contributions & Honors:• Established bag category from scratch, achieving a GMV of *B US dollars in 2023• Winner of the CEO Award in 2022Responsibilities:• P&L Owner for Bag & Designer Apparel categories, KPIs include GMV, margin, etc.• Managing a portfolio of over 300 brands, such as Dior, Celine, Burberry, Balenciaga, Prada, The Row, Jacquemus, Skims, Ami Paris and more• Setting merchandising and operation strategies and overseeing their implementation to achieve short-term and long-term goals• Developing system and methodology to manage over 10,000 SKU, including KPI tracking, sales forecast, merchandise performance, stock control and more• Product lifecycle management for key brands: Sales forecasting, OTB (Open-to-Buy), Buying, New Product Launching, Promotion campaign, SKU management, Season-end Sales• Driving operation efficiency through various analyses, including conversion funnel optimization, and consumer insights• Enhancing customer experience by conducting questionnaires and focus group research• Building up team and coaching team members • Collaborating with various functional teams such as Marketing, Product, Finance, Legal & Compliance

• Responsible for the growth of the leather goods category, KPIs include net sales, margin and sell-thru• Setting annual business plan: - Market and competitors’ analysis- Sales review & forecast: by season/month/category- Merchandising plan: buying plan, category mix, pricing, promotion assortment, etc. - Operation plan: conversion funnel analysis, UV acquisition, conversation rate optimisation, AOV enhancement, big promotion campaign, etc.- DSR analysis and consumer insights by quantitative and qualitative research • Driving sales performance by season/month/week/day tracking: achieving rate (quantity & amount), operation efficiency, sub category management, stock control, SKU performance (best sellers & slow movers plan), etc.• Managing brand portfolio includes Prada, Balenciaga, Burberry, Coach, Michael Kors, and Pinko• Collaborating with various functional teams such as marketing, logistic, customer care, finance, legal, etc.

• Overseeing the online performance of assigned brands on Tmall, JD, and the D2C website, managing brands such as Stone Island, Nanamica, Stussy, Welldone, Vans and more• Setting annual operation plans and overseeing their implementation to achieve business goals in net sales, sell-through rates, and profit margins• Optimising operations through conversion funnel analysis and consumer experience• Managing online merchandising, including OTB (Open-to-Buy) planning, buying strategies, drop plans, and promotion campaigns• Enhancing customer experience by conducting questionnaires and focus group research• Conducting competitor analysis, such as Ssense and Hypebeast• Collaborating with various functional teams, such as digital marketing, customer care, logistics, and others

Shanghai City, China

• In charging of Merchandising, Product Development, and Marketing teams• Omnichannel merchandising and product lifecycle management: MD plan, product development, sampling, buying meeting organisation, buying for DOS and online stores, allocation, best-seller reordering, sales tracking, etc.• Formulating Go-to-market plan and overseeing the execution: seasonal brand & product marketing campaigns, seasonal story line, online and offline presence, instore VM plan, etc.