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

• 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.
• 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

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.