Led the SEA luxury marketplace and wholesale business with full P&L ownership; delivered +97% YoY growth in 2022; expanded luxury assortment by ~30% and strengthened partnerships with global brands; built and scaled regional teams from 6 to 15; improved operations, pricing, and customer experience.

Assistant Vice President - CRM & Digital Marketing - SEA at SPE Commerce (Singapore)

June 1, 2020 - December 1, 2020

Led CRM strategy and digital marketing across SEA; designed customer journeys, lifecycle marketing, and loyalty initiatives; optimized spend and ROI across multi-brand e-commerce environments.

Senior Manager - Omnichannel & Digital - APAC at SPE Commerce (Singapore)

May 1, 2018 - June 1, 2019

Led omnichannel & digital initiatives for APAC; optimized e-commerce operations and channel integration; collaborated across functions to drive growth.

Manager - Omnichannel & Digital - APAC at SPE Commerce (Singapore)

January 1, 2017 - April 1, 2018

Managed omnichannel and digital strategy across APAC; improved customer experience and cross-channel performance.

Manager - Omnichannel & Digital - APAC at SPE Commerce (Singapore)

June 1, 2016 - December 31, 2016

Initial omnichannel & digital leadership across APAC; implemented e-commerce initiatives and channel optimization.

Head of Luxury - Marketplace & Wholesale - SEA at Zalora (Global Fashion Group) - SEA

February 7, 2021 - February 8, 2024

Led Zalora's luxury business with full P&L ownership across SEA, delivering +97% YoY growth in the first year, and establishing it as a fastest-growing category. Drove a +30% assortment expansion, 90% sell-through, and strengthened regional partnerships with luxury brands. Built and scaled regional teams from 6 to 15, implemented 100% in-bounds quality control, and launched initiatives such as the Zalora Luxury Festival 2022 and partnerships with new luxury labels. Negotiated with global brand partners and optimized pricing, inventory management, and aftersales processes to improve profit and cash conversion.

Assistant Vice President - CRM & Digital Marketing - SEA at SPe Commerce (Singapore) - APAC / SEA

June 2, 2020 - December 2, 2020

Led CRM and digital marketing initiatives across APAC/SEA, driving data-driven engagement, optimization of customer journeys, and performance marketing across CRM, email, SEM, and social channels. Developed enhanced lifecycle programs and personalized offers to boost customer acquisition, engagement, and retention; expanded retailer partnerships and online and offline activations.

Senior Manager - Omnichannel & Digital - APAC at APAC Commercial & Omnichannel Roles

January 2, 2017 - April 2, 2018

Built and led omnichannel and digital initiatives across the APAC region, aligning e-commerce, retail, and marketing operations with a focus on customer-centric experiences and revenue growth. Implemented data-driven programs to optimize channel mix, drive traffic, and improve conversion and AOV.

Assistant Vice President - CRM & Digital Marketing - SEA at SP eCommerce / Singapore

June 2, 2019 - December 2, 2020

Led CRM and digital marketing strategies for SEA, leveraging Google Ads, Facebook/Instagram advertising, and influencer partnerships to drive customer acquisition, engagement, and retention; developed annual budgets and performance metrics for CRM and digital channels.

Head of Luxury - Marketplace & Wholesale - SEA at Zalora - Global Fashion Group (Singapore)

February 7, 2021 - Present

Strategic leadership of Zalora’s luxury business in SEA, focusing on partner relationships with luxury brands, merchandising strategy, and premium customer experience; expanded high-value client base, improved margin via optimized pricing and inventory, and strengthened end-to-end operations across regional markets.