I am Sherilyn Heng, an e-commerce and marketing professional with regional experience driving platform growth, partner performance, and data-driven optimization through cross-functional collaboration. In my roles at Samsung Electronics Singapore and SEPHORA APAC, I translate global brand and product strategies into local stories, design end-to-end campaigns, and build scalable marketing systems that improve ROI and customer engagement.…

Sherilyn Heng

I am Sherilyn Heng, an e-commerce and marketing professional with regional experience driving platform growth, partner performance, and data-driven optimization through cross-functional collaboration. In my roles at Samsung Electronics Singapore and SEPHORA APAC, I translate global brand and product strategies into local stories, design end-to-end campaigns, and build scalable marketing systems that improve ROI and customer engagement.…

Available to hire

I am Sherilyn Heng, an e-commerce and marketing professional with regional experience driving platform growth, partner performance, and data-driven optimization through cross-functional collaboration.

In my roles at Samsung Electronics Singapore and SEPHORA APAC, I translate global brand and product strategies into local stories, design end-to-end campaigns, and build scalable marketing systems that improve ROI and customer engagement.

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Skills

Experience Level

Language

English
Fluent

Work Experience

IMC & Channel Marketing Senior Executive at Samsung Electronics Singapore
September 1, 2025 - Present
Led end-to-end IMC strategy for Galaxy Tablets, Watches, and Buds, driving 1.5x uplift in awareness and 1.3x growth in sell-out via integrated 360° launch campaigns. Translated global brand and product strategy into high-impact local storytelling, delivering major launches with strong commercial results and 1.2x improvement in campaign ROI. Executed co-marketing and channel campaigns with seven consumer electronics retail partners, generating incremental leads and securing over $22k in joint marketing investments aligned to channel and commercial objectives. Owned strategic briefings, integrated communications planning, and multi-channel rollout across paid media, CRM, PR, KOL and social, serving as client contact for four media and creative agencies. Designed and built an internal AI chatbot to streamline access to marketing insights and data, enabling faster decision-making and reducing information retrieval time by 50%.
E-commerce Experience Executive | Growth Marketing Intern at SEPHORA APAC
January 1, 2023 - September 1, 2025
Drove on-site conversion and engagement across Web/App by governing regional digital experience and optimizing homepage, landing pages, and key commercial flows. Increased brand partnership revenue by 140% YoY through automated lifecycle and CRM campaigns powered by first-party data segmentation. Built and scaled best-practice playbooks for e-commerce and marketing teams across 8 markets, enabling more effective campaign execution with 94% uplift in Add-to-Cart and 70% reduction in bounce rate. Scoped and partnered with Analytics to design performance dashboards for commercial pages and features, enabling faster decision-making and ongoing optimization. Delivered optimization insights for local markets to operationalize by analyzing purchase behavior, campaign performance, and funnel metrics. Product, Platform & Tech Collaboration: Led front-end CMS (Contentful), back-end (Commerce tools), and marketing automation platform (Braze) migrations, partnering with Product and Engineering to

Education

Bachelor of Communication Studies with a Second Major in Business at Nanyang Technological University
August 1, 2019 - June 1, 2023
GCE A-Level (General Certificate of Education Advanced Level) at Anglo-Chinese Junior College
January 1, 2017 - December 31, 2018

Qualifications

Add your qualifications or awards here.

Industry Experience

Retail, Software & Internet, Media & Entertainment, Consumer Goods, Professional Services

Skills

Experience Level