Melvina Lee Email & Phone Number

Kuala Lumpur, My

Ownership on beauty marketplace’s P&L, strategy planning, partnership, seller/brand acquisition and expansion, contract negotiations, marketing initiatives etc.Lead a team of account managers to manage key sellers in MY, SG, HK and TW market

Malaysia

Plan and lead digital transformation projects for all D2C brands in LUXE division -Planned and launched 8 projects, involving the integration of third party based systems (OMS, payment gateway, SAP, salesforce, WMS, POS, and marketing agencies). With additional 12 more projects to be launch by August 2023.-Lead and coordinate user acceptance testing (UAT) involving cross-functional teams to ensure on-time project delivery and optimal system performance.-Adapt and localize regional project according to local context and direction for each brand.-Identify gaps and drive backend improvement to reduce manual process in operation, merchandising and reporting.Create and deliver best brand experience on D2C platform-Drive new beauty tech and services (virtual try-on and skin analysis) to provide comprehensive and interactive online shopping experience for user.-Launch new features to increase merchandising flexibility, and create more sales opportunity.-Analyze user journey and curate simplify flow to improve conversion.

Kuala Lumpur, Federal Territory Of Kuala Lumpur, Malaysia

Key account acquisition and management-Lead senior executive to identify and acquire potential brands/partner, to onboard and establishing strategic partnership by leveraging on Airasia ecosystem.-Identify, secure and optimize suitable sales channel and marketing assets to enable partners excel and achieve campaign target.-Monthly review with partners to track performance and strategize upcoming campaigns. -Negotiate for exclusive deals to create uniqueness and platform exclusivity.-Support key partners to resolve operation challenges.Category Management-Plan marketing and merchandising strategy according to sales channel and target market.-Tracked and analyzed sales and platform traffic to strategize campaign, product assortment and pricing. -Acquire potential brands to continuously drive category growth and expansion.-Analyze category sales and traffic to identify gaps and initiate collaboration opportunities.-Coordinate campaigns with multiple stakeholders.-Optimizing inventory allocations.Additional duties-Established new business model for partner to better leverage on airasia's network and customer base.

Malaysia

Category management for online and inflight retail-Responsible for the category’s cost, profit, and merchandising strategy.-Curated product assortments based on market, passenger profile and sales channel.-Acquired and grow potential beauty brands.-Planned and executed marketing calendar for campaigns and product launches.-Optimized stocks forecast, and coordinated stock movement with supply chain to ensure healthy inventory across warehouses for all airlines.Brand relationship management -Drives co-marketing initiatives, and secure exclusive deals or collaboration opportunities with brands.-Launched co-branding product with Innisfree.Optimized inflight sales team performance-Coordinated product trainings for new launches.-Worked with tech team to launch an app that helped with facilitating sales incentive redemptions for cabin crews.

Johor Bahru, Johor, Malaysia

Led the procurement team-Lead a team of 3 on inventory management that includes stock forecast, depletion plan, stock movement and shipment coordination.-Implemented and enhanced procurement process flow.-Worked with tech team to automate purchase order generation.Optimized product presentation on website-Set and ensured the guidelines for product page are adhered, to maintain website presentation.