Marcus Teo Email & Phone Number

• Managing the Customer Lifecycle Management strategy to improve customers’ Lifetime and Engagement values• Directing the Cashback Performance action plans to supplement business revenue and drive customers’ loyalty • Analyzing monthly Demand model to pinpoint potential business opportunities and areas for improvement, developing tailored strategies to meet business objectives (Net Merchandise Values (NMV), Profitability margins, Repeat Rates, etc.)• Implementing customer-centered techniques to target specific customer segments, resulting in boosted Repeat Rates, Customer Acquisitions, and Reactivations▪ Segmented Campaigns to appeal towards different customer groups, increasing YoY Repeat Rates ▪ Utilized Cashback incentives to improve loyal customer Average Basket Size (ABS)• Collaborating with Product squads to identify critical customer drop-off junctures and executing A/B experiments to enhance Conversion Rates▪ Revamping the New Customer journey, resulting in an uplift of Install-to-Acquisition (I2A) rates ▪ Executing strategies to reduce customer churn, resulting in an increase in reactivation rates• Spearheading other projects such as CRM campaigns, Pricing strategies and Loyalty Program initiatives to support overall business

Singapore

• Directing the regional Cashback strategy plan, utilising both Free and Organic Cashback as levers to support the revenue and business targets.• In charge of the development of advanced cashback features, such as brand-based cashback, to further improve customer retention and to increase brand loyalty.• Formulation of the business strategy for customer behaviour segments with the goals of reducing discount sensitivity, improving customer loyalty and increasing repurchase rates.• Executing strategic actions using Cashback and Segmentation to bridge gaps between business performance and targets.• Coordination of dedicated campaigns for mega events with the objectives of increasing ABS, order frequency and customer loyalty and retention.• Data analysis of business metrics using Tableau to observe performance of strategies and experiments tested.

• Directed Singapore market operations, including inventory management, cross-border and domestic order fulfillment, as well as overseeing Singapore’s customer care team.• Carried out in-depth data analysis to seek out areas of operational improvement in order to reduce logistics cost, maintain customer satisfaction, boost NPS and service lead times.• Assisted in major company projects by performing strategic planning, progress monitoring and allocating resources in order for key activities to be completed on time.• Coordinated cross-border movements of private label brands to allow new product launches to be executed in tandem with company’s campaigns and promotions.

Singapore

Operational Process Improvement • Developed an inventory tracking system to automate logging for the company’s new product in a log format on Microsoft Excel, increasing efficiency and reducing logging errors. • Documented and improved the operational and administrative process flow to ensure the smooth onboarding of merchants.Project Coordination• Launched and executed a pilot campaign in 2 months as a co-leader to assess the effectiveness of Point-Of-Sales Materials on increasing merchant engagement levels and customer loyalty. • Incorporated gamification and an incentive system to improve merchants’ initiatives in encouraging the use of LinkPoints.