Expert Details
Marketing, eCommerce & Retail Strategy
ID: 740059
United Arab Emirates
Education
| Year | Degree | Subject | Institution |
|---|---|---|---|
| Year: 2010 | Degree: MBA | Subject: Marketing Strategy and Financial Management | Institution: IFAG Paris Business School |
| Year: 2008 | Degree: BA | Subject: Business & Management Courses | Institution: Manchester Metropolitan University |
| Year: 2006 | Degree: BTEC Higher National Diploma | Subject: Sales Management | Institution: ESUP |
Work History
| Years | Employer | Title | Department |
|---|---|---|---|
| Years: 2022 to Present | Employer: Undisclosed | Title: CMO. CPO & CTO | Department: Marketing, Tech & Product |
Responsibilities:Advanced and easy-to-use platform to purchase high-quality eyewear at affordable prices. One of the fastest growing eyewear retailers globally with over 100M+ in funding.● Leading all marketing activities from creative, brand, campaign, performance marketing, PR, marketplaces, growth, retail marketing with an in-house team of 35+ people. ● Leading 60+ people in product, technology & data engineering teams to deliver the best omni-channel experience in GCC. ● Marketing Key Projects: Rebranding, Four 360 campaigns in GCC, marketing restructuring, CRM revamp, launching loyalty, performance marketing strategy & implementation, eCommerce P&L restructure, in-store communication journey, discounting strategy revamp, omni-channel marketing strategy revamp, assisted to launch close to 100 stores. ● Key Results: eCommerce profitability up by 10X, revenue up by 40%, retail revenue up by 3.5X, profitability up by 10X. ● Tech Key Projects: First ERP launch, new omni-features such as loyalty, booking system, new app, revamp of backend on micro-services, team restructure, building eCom experience for retail. |
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| Years | Employer | Title | Department |
| Years: 2019 to 2022 | Employer: Pomelo Fashion | Title: CMO & Head of B2B | Department: Marketing |
Responsibilities:Southeast Asia’s leading omnichannel platform with a global mindset: on-trend, online, on-the-go. Providing a unique omnichannel "try-before-you-buy" experience with "Tap.Try.Buy." With over US$90M in funding, Pomelo has developed the largest customer base in SEA shopping for women’s fashion with a strong focus on individuality and affordability.● Leading all marketing activities with an in-house team of 70+ people. ● Grew revenue by almost 300% in just under 2 years while improving marketing CIR from 30% to 8.5% and expanded its footprint across Thailand, Singapore, Indonesia, Malaysia & Philippines. ● Managing USD 10M / Year marketing budget across all the marketing channels. ● Expanded from a Fashion brand to an omni-channel fashion platform. ● Key Projects Launched: re-branding, loyalty program, marketplaces expansion, mega campaigns (9.9, 11.11 etc), sustainability, and overall tech stack across marketing. ● Built a new B2B venture leveraging all our capabilities across production, manufacturing, marketing, and data to help grow other brands. Over 150+ clients across services and contributes to grow the ecosystem by over 250%. |
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| Years | Employer | Title | Department |
| Years: 2017 to 2019 | Employer: Alibaba | Title: CMO | Department: Lazada Singapore, RedMart.com & Head of LiveUp |
Responsibilities:Lazada is the No. 1 online shopping & selling destination in Southeast Asia – present in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Lazada helps local and international sellers and brands serve the millions of consumers in the region through its marketplace platform.RedMart is Singapore's largest online supermarket and was acquired by Lazada. ● Managing an in-house marketing team of 27 people across acquisition, branding/offline, partnerships, engagement, loyalty, creative & analytics ● Managing USD35M / Year marketing budget to drive new customers acquisition, customer retention & GMV (USD1.1B) across both RedMart & Lazada. ● Responsible for Marketing P&L, LiveUp P&L & strategy on business sustainability ● Led successfully the business side of the integration between RedMart, Lazada & LiveUp. ● Leading re-branding for Lazada group across the region, new livestream initiatives across SG, customer lifecycle, large branding efforts on RedMart to push fresh food penetration and mega campaign for Lazada (i.e campaigns with 30X uplift in a single day) ● Improved new customer acquisition (+120% YoY to 260.000), GMV +70% for RedMart, GMV + 150% for Lazada), Paid Loyalty program adoption (From 25% adoption to 73% of our customers), CIR (-50% YoY) Overall Group. |
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| Years | Employer | Title | Department |
| Years: 2016 to 2017 | Employer: Urban Walkabout | Title: Interim CEO | Department: |
Responsibilities:Media agency for SMB in the lifestyle industry with a tech venture arm to fuel the growth● Raised 500K in Angel investment in order to restructure the business ● Increased revenue by 27% (up to AU$290K/Month) while reduced overall cost by 22% in the first 6 months. ● Managed, hired & trained a team of 25 people across Marketing, Editorial, Production, Sales, Finance within 3 offices. ● Created a new marketing, sales & product strategy to boost sales (digital & print), brand recognition & profit margin. ● Executed special projects such as: R&D tax incentive, culture alignment, marketing assets, technology platforms & new ventures. |
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| Years | Employer | Title | Department |
| Years: 2015 to 2016 | Employer: Vinomofo.com | Title: Chief Marketing Officer | Department: |
Responsibilities:One of the most successful wine sites in Australia.● Managed an in-house marketing team of 17 people across content, performance marketing & corporate. ● Managed AUD3.5M / Year marketing budget to drive new customers acquisition & customer retention. ● Worked on brand building & strategy to launch in SG,HK,SH,NZ while having a strong focus on new customer acquisition in Australia with cost-effective tactics to fuel the growth. ● Worked on CRO & UX across different platforms and implemented changes that increased conversion rate by over 15%. ● Increased Revenue by 38% up to a run-rate of AUD65M & added 15K+ New Customers. ● Led the launch of a brand platform across Australia to push it across Offline/Online at scale. |
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| Years | Employer | Title | Department |
| Years: 2014 to 2015 | Employer: SmartBuyGlasses.com | Title: Chief Marketing Officer | Department: |
Responsibilities:Motion Global Ltd operates the SmartBuyGlasses Optical Group - the world’s leading designer glasses e-commerce company with operations across Asia Pacific, Europe and the Americas.● Managed a multicultural marketing team (17+ nationalities) of 38 people in China & Italy. ● Managed USD50M+ in revenue for the company with a strong focus on profit management. ● Managed USD6M+ / Year marketing budget across over 30 countries. ● Managed marketing teams across SEO, SEM, EDM, Display/Programmatic, Social Media, Paid Social, Affiliates, Comparison Shopping, Marketplaces, PR, Branding, UX, Video Production, Content, Product Management and Country Management. ● Improved Revenue by 38% Y/Y while keeping the marketing cost below 8.5% in less than 6 months. ● Restructured the marketing department over 3 months to make it more agile and highly accountable for business KPIs & launch along 8 new markets. ● Led UX & CRO projects across Desktop & Mobile (New website) that increase the CVR by 17%. |
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| Years | Employer | Title | Department |
| Years: 2014 to 2014 | Employer: Ogilvy & Mather Group | Title: Search Director, Neo@Ogilvy | Department: |
Responsibilities:Neo@Ogilvy is Ogilvy & Mather's global media agency and performance marketing network. Neo delivers marketplace foresight to some of the world’s most innovative and respected brands, as both a “digital-first” lead agency or part of a networked 360° solution.● Successfully pitched & signed over USD 4.5M in media spend with new clients in the first 6 months. ● Streamlined processes for SEM/SEO teams & implemented full new technology stack. ● Mentored, hired and led a team of 3 people managing USD5.5M+ in media budget. ● Built agile strategies for clients across APAC to improve their SEO/SEM capabilities that drove an estimated USD70M in revenue in 2014. ● Managed top clients in APAC such as IBM, American Express, Prudential, Accor Group, Unigroup, The Economist, Moncler, Nestlé, and Huawei. |
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| Years | Employer | Title | Department |
| Years: 2013 to 2013 | Employer: Wego.com | Title: SEM Director | Department: |
Responsibilities:Asia Pacific and the Middle East's leading travel metasearch engine, operating in over 50 markets worldwide and used by millions of travelers to save time, pay less and travel more.● Achieved a traffic growth of over 390% while increased the Revenue by 45% & achieved all KPIs. ● Managed SEM campaigns of over 35M keywords across 35 Countries in 20 languages. ● Responsible for driving 55% of the overall Revenue with SEM. ● Setup all SEM campaigns with technology & automated processes to achieve best-in-class results. ● Improved quality of traffic for partners by increasing booking conversion rate by 35%. ● Advised across business entities to improve sales strategy. ● Managed an SEM team of 3 across 4 offices in Singapore, Jakarta, Bangalore and Dubai. |
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| Years | Employer | Title | Department |
| Years: 2011 to 2013 | Employer: Beyond Media Global Ltd | Title: Digital Media Director | Department: |
Responsibilities:Leading performance-marketing agency in APAC. They provide solutions to improve marketing ROI in digital media across search, social, mobile and display. They enable clients and agency partners to increase market share, improve operational efficiency, reach evolving ROI goals and drive incremental revenue.● Managed to grow from Analyst, SEM Manager, Head of Search and Digital Media Director in the first 12 months. ● Increased Revenue by 400% on the agency side & 35% on the Kenshoo licensing side. ● Managed agency P&L and client services for Kenshoo clients. ● Strategic advisor on new and existing business across the company. ● Mentored, hired and led teams of 6 people across media & client services. ● Managed SEM, Display & Paid Social for over 30 clients in APAC. ● Led media strategy and execution for top clients in APAC such as Ctrip.com, Paypal.cn, DFS Group, Snapdeal.com, eFinancialcareers.com, Webjet.com.au, Zuji.com, Wego.com, Eztravel.com and others. |
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Language Skills
| Language | Proficiency |
|---|---|
| French | Native |
| English | Fluent |