LAY LENG TAN
Summary
Functional Senior Director with over 35 years of progressive leadership in luxury travel retail and global beauty merchandising.
Proven track-record of collaboratives success with an adaptive, growth-oriented mindset, thriving in fast-evolving environments.
Expertise in pivoting strategies amid market disruptions (including post-pandemic recovery) and driving continuous reinvention.
Skilled in scaling operations across Asia-Pacific, championing digital transformation, process automation, and cross-functional alignment to deliver sustained commercial success.
Experience with industry leaders including DFS Group.
Overview
34
34
years of professional experience
Work History
Senior Director – Merchandising Business Operation
DFS GROUP LIMITED
01.2024 - Current
- Pioneered global operational excellence in Beauty and multi-category merchandising, scaling productivity amid post-pandemic recovery and shifting consumer behaviors
- Championed 10+ transformative initiatives in 2024/2025, fostering a culture of continuous reinvention and agility across the DFS network
- Acted as central coordinator between Supply Chain, Finance, Marketing, and Sales to navigate complex challenges and align on strategic priorities
- Key Achievements Demonstrating Adaptive Mindset & Resilience
- Rapidly pivoted to automate manual processes (including GWP ordering, animation assets, and headcount via Robotic Process Automation – RPA), reducing manual effort by an estimated 30–50% and enabling faster response to market demands
- Rolled out 4 high-impact dashboards and 3 digital platforms with >75% adoption rate among 50+ active users YTD, transforming data visibility and decision-making in a volatile retail landscape
- Streamlined 5 simplified SOPs and standardized governance protocols (Store Opening/Closing, Animation Booking, CTE Management), adapting legacy processes to modern efficiency standards while minimizing disruption and reducing email traffic by 20–40%
- Digitalized animation assets and reformed training portals, proactively addressing accessibility gaps during global operational shifts and supporting improved productivity
Director – Beauty Merchandising Operation
DFS GROUP LIMITED
01.2022 - 12.2023
- Directed Beauty strategy implementation and field optimization across regions, swiftly adapting to evolving travel retail dynamics and China market complexities
- Negotiated vendor-funded staffing globally, pivoting headcount and payroll models to maintain coverage and productivity amid fluctuating footfall
- Rationalized store profiles, assortments, and inventory through collaborative stakeholder alignment, demonstrating agility in resource optimization and contributing to Beauty category resilience
Senior Beauty Merchandising Operation Manager
DFS GROUP LIMITED
08.2020 - 12.2021
- Navigated post-pandemic recovery by enhancing Beauty SOPs, supporting hybrid conversions, and driving staff productivity in uncertain environments
- Adapted global strategies to regional needs, consolidating feedback to refine operational frameworks and maximize key Beauty KPIs
Senior Regional Merchandising Manager – Asia North
DFS GROUP LIMITED
06.2015 - 07.2020
- Served as key brand liaison, negotiating activations and terms while adapting to diverse market conditions across Asia
- Optimized commission schemes and store productivity initiatives, fostering resilience in high-pressure retail settings
General Manager – T Galleria by DFS, Tsim Sha Tsui East
DFS GROUP LIMITED
03.2013 - 05.2015
- Led full P&L for flagship store, adapting strategies to deliver targets amid competitive pressures and economic shifts
- Built strong stakeholder relationships (tourism boards, vendors) and maintained luxury standards through proactive problem-solving
General Manager – Licensed Perfumes & Cosmetics and Technology
NUANCE-WATSON (ASIA) LIMITED
04.2010 - 03.2013
- Held P&L accountability across multiple sites, pivoting to new technologies (EDI implementation, system upgrades) to boost productivity
- Led regional tender steering and supply chain enhancements, demonstrating agility in high-stakes airport retail
Director of Business Development
NUANCE-WATSON (ASIA) LIMITED
10.2008 - 04.2010
- Oversaw merchandising KPIs and process improvements, adapting to evolving airport and regional project demands
Director of Retail
Venetian Marketing Services Limited
01.2007 - 01.2008
Deputy Merchandising Director
Nuance-Watson (HK) Limited
01.2001 - 01.2007
Merchandising Controller
Nuance-Watson (HK) Limited
01.1998 - 01.2000
Area Manager
Guerlain (Asia Pacific) Limited
01.1996 - 01.1998
Marketing Manager, Consumer Products
The Walt Disney Company Asia Pacific
01.1995 - 01.1996
Retail Manager, Dr. Martens
R.S.H. Fashions (Asia) Pte Ltd
01.1994 - 01.1995
Regional Training/Marketing Executive
Elizabeth Arden International Far East
01.1992 - 01.1994
Education
Bachelor of Business Administration - with Distinction
Royal Melbourne Institute of Technology
Melbourne, AustraliaDiploma in Management Studies - undefined
Singapore Institute of Management
Skills
- Collaborative leadership
- Team building
- Stakeholder relations
- Innovation management
- Practice operations management
- Pipeline development
Languages
English (Fluent)
Cantonese (Fluent)
Putonghua (Fluent)
Japanese (Intermediate)
Residency
Hong Kong
Personal Information
- Notice Period: 3 months
- Nationality: Singaporean
Timeline
Senior Director – Merchandising Business Operation
DFS GROUP LIMITED
01.2024 - Current
Director – Beauty Merchandising Operation
DFS GROUP LIMITED
01.2022 - 12.2023
Senior Beauty Merchandising Operation Manager
DFS GROUP LIMITED
08.2020 - 12.2021
Senior Regional Merchandising Manager – Asia North
DFS GROUP LIMITED
06.2015 - 07.2020
General Manager – T Galleria by DFS, Tsim Sha Tsui East
DFS GROUP LIMITED
03.2013 - 05.2015
General Manager – Licensed Perfumes & Cosmetics and Technology
NUANCE-WATSON (ASIA) LIMITED
04.2010 - 03.2013
Director of Business Development
NUANCE-WATSON (ASIA) LIMITED
10.2008 - 04.2010
Director of Retail
Venetian Marketing Services Limited
01.2007 - 01.2008
Deputy Merchandising Director
Nuance-Watson (HK) Limited
01.2001 - 01.2007
Merchandising Controller
Nuance-Watson (HK) Limited
01.1998 - 01.2000
Area Manager
Guerlain (Asia Pacific) Limited
01.1996 - 01.1998
Marketing Manager, Consumer Products
The Walt Disney Company Asia Pacific
01.1995 - 01.1996
Retail Manager, Dr. Martens
R.S.H. Fashions (Asia) Pte Ltd
01.1994 - 01.1995
Regional Training/Marketing Executive
Elizabeth Arden International Far East
01.1992 - 01.1994
Diploma in Management Studies - undefined
Singapore Institute of Management
Bachelor of Business Administration - with Distinction
Royal Melbourne Institute of Technology