Manage daily operations and execute growth strategies for the .com ecommerce platform:- Optimize product listings, order fulfillment, inventory management, and site optimization.- Develop and execute promotional marketing campaigns across all platforms.- Perform analytical assessments to track key performance indicators, inform strategies, and report on results.- Collaborate with cross-functional partners and senior leadership.Online shop management:- Formulate and implement sales and marketing strategies to boost sales growth.- Manage day-to-day operations of New Balance's eCommerce sites in Singapore and Malaysia.- Coordinate with internal teams for order fulfillment, inventory updates, and troubleshooting.- Manage external vendors and provide customer care support.- Foster effective communication with distributors to ensure adherence to New Balance standards.Go to Market planning:- Identify online sales opportunities, collect data for accurate sales forecasts, and collaborate with cross-functional teams.- Ensure effective communication and coordination for successful product launches and marketing campaigns.Campaign/promotion management:- Manage promotional and creative marketing campaigns across platforms.- Manage agencies for website and marketing banners, and coordinate advertising campaign requirements.- Coordinate product samples logistics arrangement.

Responsible for:- Daily management, adaptation, and implementation of online sales channels from creatives to execution and sales generation for Singapore and Malaysia E-Commerce sites.- Clarins Singapore and Malaysia online sales on Clarins.com- Strong and regular interaction with APAC and Local Marketing, CRM and Digital teamsE-Commerce Sales- Jointly responsible for the e-commerce P&L with the SEA Senior E-Commerce Manager- Customize merchandising and content plan according to local market specificities and reflect the major local trade operations on the site.- Provide on a daily, weekly, monthly basis, E-commerce activity reports and make recommendations for improvements, and competitors sites data collection, assessment, and analysisE-Commerce Animations & Digital Merchandising Plan- Supervise and plan e-commerce animation plan implementation in line with local market needs and competitors’ benchmark.- Validate local promotional actions and product sets in line with brands’ profitability objectives and stock constraints- Work with marketing to align online and offline activities and maximize customer potentialE-Commerce Operations- Supervise sales forecast for e-commerce stock by SKU, in particular new launches, samples and promotional items & products deliveries and returns in e-commerce warehouse- Supervise local logistics partners KPIs, SLA and online NPS scoreMarketing - Acquisition & Retention- Monitor SEM/SEO and supervise agencies & local ROI-based customer acquisition plan- Work closely with CRM team on email marketing- Develop new customer acquisition channels for the website: partnershipsLeading & Inspiring Others- Mentor, lead and develop all team members to ensure delivery of KPI’s and sales targets- Responsible for ensuring the team is up to date on all products, services and market trends.- Build and maintain effective relationships with key functional teams and external technology providers.

Drive online economic performance of 5000 SKUs of sports products on Decathlon.sg & Decathlon App. Plan business trajectories & Sport Commercial Policy. Pilot the business.● Acquire traffic via SEO, SEM, Email, Affiliate content marketing, blogs, etc. Focus on SEO, Email & blog content and work with specialists on SEM/ Performance Marketing and paid social. Grew traffic +49% YoY in 2021, with 45% organic share.● Merchandise categories to maximise conversions thru data-informed, scalable solutions (personalization, custom rankings), web analytics, user research & AB testing using Google Analytics, ContentSquare, Hotjar, MOpinion, ABTasty.● Retain customers by retargeting thru push notifications, email journeys, blog content(Decathlon Sports Advice), retargeting them to leave reviews & answering negative reviews.● Referent of Algolia site search SaaS - manage the Internal Site Search experience across the entire website/app - ensure users get relevant search results - track CTRs & click positions. From 2020-2021, increased sessions with search from 6.8% to 12% and decreased No-Results queries from 4% to 1.54%. Increased avg CTR from 3.6% to 4.5% and improved average Click Position from #17 to #14.● As CRO specialist, find customer pain points and measuring user satisfaction using the MOpinion survey tool, ContentSquare web analytics tool (page zoning analysis, journey mapping, session recordings), Hotjar heatmaps and Google Analytics.● Formulate hypotheses and conduct AB tests in AB Tasty Flagship to find winning variations/features. Organize & prioritise AB tests by scoring them using PXL framework. Successfully conducted AB Tests on new features, creating uplift of +12%, generating+$27.7K/week. Tested ranking algorithms, creating uplift of +8.1% & generating +$18.6K/week.● eMerch referent of the business team, use Scrum/Agile framework to work with Product Owners. Coordinate the Features Backlog, RICE scoring & write BRDs for each requested feature.

- Manage deliverables between internal suppliers & vendors to ensure smooth supply flow- Advise supply team on the best supply methods- Formulate a zone procurement strategy to: 1) Reduce/eliminate tariffs 2) Leverage on economies of scale & risk pooling to secure lower prices, shorter leadtimes & greater flexibility from vendors- Implement component/finished goods supply methods to reduce overall leadtimes- Increase reactivity of the supply team to external market forces- Reduce Stock Lifetime (Inventory Turnover) to free up working capital for the company

- Managing the supply chain activities of 3 Decathlon Passion Brands: B'Twin (Bicycles), Oxelo (Skates & Scooters) and Workshop (Spare Parts) for the Southeast Asian Zone + Boost Customers (Singapore, Malaysia & Thailand + India, Turkey, Mexico & Australia)- Selecting the range of products for each Passion Brand for the 2017 season to maximize turnover and customer usage & satisfaction- Worked closely with Boost Logistics team and 12 Southeast Asian stores to manage and/or consult on pricing, margins, in-store supply issues, IT tool issues, logistics, product technical issues, layout & product range- 5 KPIs: Turnover, Availability Rate, Store Opening Availability Rate, Logistics Cost Reduction, Supply Partners' Satisfaction- Supply relay for Thailand:- managed supply for the opening of 4 new stores in Bangkok, Pattaya & Chiang Mai as well as coordinating between Zone Suppliers & Thai storeshttps://www.decathlon.sg/

- Management of product life cycle (Open-to-Buy, Sales forecast, Order planning, Purchasing, Dealer sales, Product training, Inventory management, Sales actions, Warranty & claims) - 5 Key Performance Indicators: Sales Revenue, Profit Margin, Inventory Turnover, Marketing Effectiveness & Warranty Turnaround- Handled 10-12 brands grossing SG$7M in sales for 2013 (Shimano, Polygon, Marin, Colnago, Fulcrum, Marzocchi, Kore USA, etc)- Work with brand principals to advance their brand presence locally and maintain brand image- Strategize and build sales leads with the Wholesales team- Generate, present and analyze sales reports - Design and execute visual merchandising for certain product lines- Optimize company’s cashflow by matching purchasing processes with intended & actual sales revenues & profit margins- Conduct product training: Co-conduct yearly New Product Presentations (NPP) with Shimano to local dealers, host Technical Training Workshops for Marzocchi suspension products- Plan and execute marketing strategies using local media providers (print magazines, newspapers, online portals, social media)- Build sponsorship programmes with suitable candidates (Tan Hong Chun - National Downhill Mountainbike Champion & SEA Games medallist, Irvin Tan – National Downhill Mountainbike representative for ACC, SEA Games)