Summary
Overview
Work History
Education
Skills
Languages
Timeline
Generic

Joey Tam

Head of eCommerce
Hong Kong

Summary

A results-driven e-commerce professional with 14 years of experience in digital marketing, eCommerce, and website development. Excel at building new channels from the ground up, driving sales from scratch, and achieving significant growth through strategic planning and execution. Have a proven track record of success developing brand sites, Customer Data Platforms, CRMs, and Marketplaces for multinational corporations in China, APAC, and the Middle East. Born and raised in Hong Kong, hold a university degree from Toronto, Canada. Worked in Singapore and currently relocated to Hong Kong. I am willing to travel for business.

Overview

14
14
years of professional experience
3
3
years of post-secondary education

Work History

Head of DTC Ecommerce, APAC

Lacoste
01.2024 - Current
  • Create and develop new digital channels in Southeast Asia, including Tiktok, Lazada and Shopee
  • Build and explore new digital roadmap for mature markets, e.g. Australia and Hong Kong
  • Set up Regional DTC Digital Team and in-market local teams, including Singapore, Malaysia, Thailand, Indonesia, Philippines and Vietnam.
  • Own the APAC DTC eCommerce P&L, ensuring the budgeting, Margin and ROI are on the right track of growth.
  • Own and create the SEA DTC product lifecycle; Implement dedicated Inventory buy and allocation strategy based on different markets' need.
  • Define and monitor KPIs for 3rd parties enablers, platforms and internal teams to achieve.
  • Liaise Commercial deals with 3rd parties support and platforms
  • Create proactive communication process and maintain good relationship with Asia Distributors and Retail cross-functional partners to ensure customers have consistent experiences ; also accelerating the pace of Omni development.

Assistant Director, E-Commerce APAC + Middle East

TUMI
6 2022 - 10.2023
  • Drive regionally-led sales-focused campaigns that span multiple countries, with specific focus on full-priced selling.
  • Overview Ecom business of 14 locations of APAC and Middle East. Manage the regional and local eCom teams on operations.
  • Create drive sales strategy and Digital development Roadmap. Partnering with management closely to create process and Omni-initiatives.
  • Lead the CDP projects with the system of Salesforce 360.
  • In charge of CRM and TUMI Exclusive Club program.
  • Identify new opportunity and digital trends.
  • Tracked key business metrics and made recommendations for proactive adjustments to policies and procedures.

Senior Manager, Asia Ecommerce

lululemon
10.2020 - 05.2022
  • Overview Ecom business of Asia Markets, including 11 locations of South East Asia. Manage the regional and local ecom teams located in Hong Kong, Japan and Korea

Asia Ecom Manager

lululemon
10.2018 - 10.2020

Ecom Team Lead, Asia

lululemon
06.2015 - 10.2018
  • Operate Asia Brand site
  • Developed and manage China Tmall mareketplace.

Assistant Manager, APAC Ecommerce

Ralph Lauren
10.2014 - 06.2015
  • Site Marketing, Asia Ecommerce
  • Develop and maintain the master site content and marketing calendar for APAC ecommerce sites (Japan, Korea, Asia & Australia), as well as the marketing website of China.

Assistant Manager

she.com
06.2012 - 09.2014
  • Help brands to create digital marketing strategy; Manage brand sites and social media account
  • Clients include Lancome, Maybeline, Clarins, Max Factor, Shiseido.

Product development Executive

Fun Mobile
11.2010 - 06.2012
  • Manage the project development of in-house technology product such as file serving and video streaming platform
  • Work with graphic designer and developer for product launch and optimization

Education

Bachelor of Arts (B.A - Linguistics and Economics

University of Toronto, St. George Campus
Toronto
09.2007 - 05.2010

Skills

    Salesforce 360

PowerBI

Languages

English
Advanced
Cantonese/ Traditional Chinese
Advanced
Mandarin/ Simplified Chinese
Upper intermediate

Timeline

Head of DTC Ecommerce, APAC

Lacoste
01.2024 - Current

Senior Manager, Asia Ecommerce

lululemon
10.2020 - 05.2022

Asia Ecom Manager

lululemon
10.2018 - 10.2020

Ecom Team Lead, Asia

lululemon
06.2015 - 10.2018

Assistant Manager, APAC Ecommerce

Ralph Lauren
10.2014 - 06.2015

Assistant Manager

she.com
06.2012 - 09.2014

Product development Executive

Fun Mobile
11.2010 - 06.2012

Bachelor of Arts (B.A - Linguistics and Economics

University of Toronto, St. George Campus
09.2007 - 05.2010

Assistant Director, E-Commerce APAC + Middle East

TUMI
6 2022 - 10.2023

Similar Profiles

CREATE PROFILE
Joey TamHead of eCommerce