Tiffany Chan
ECommerce Manager
Hong Kong
Summary
Initiative and Goal-oriented E-Commerce Manager with 10 years of solid experience in eCommerce fields with 9 years of supervisory role. Skillful in troubleshooting online business issues, proven ability on developing strategic digital sales and marketing plan. Routinely investigate and integrate new business opportunities result as company grows and evolves. Excellent communication and interpersonal skills, experienced in maintain good business relationships.
Overview
3
3
years of post-secondary education
3
3
Languages
8
8
Certificates
15
15
years of professional experience
Education
Bachelor of Commerce - Finance
University of Melbourne
Australia 07.2005 - 06.2008
Skills
Strategic Business Planning
undefinedAvailability
2 months notice
Languages
Chinese (Mandarin)
Advanced (C1)
English
Advanced (C1)
Quote
If you can dream it, you can do it.
Walt Disney
Work Preference
Work Type
Full TimeWork Location
On-SiteRemoteHybridImportant To Me
Career advancementCompany CultureCertification
Google Project Management: Professional Certificate: Project Execution: Running the Project
Work History
Senior Ecommerce Manager
A.S. Watson Retail (Hong Kong) Limited - Hong Kong
Hong Kong
04.2019 - 10.2023
- Increased digital sales by 60% YoY (2021-2022) through strategic eCommerce initiatives
- Developed 130+ digital promotions and launched 24 online flagship stores, expanding the brand's online footprint and driving exclusive vendor partnerships
• Created 20 online marketing strategies that doubled Gen X and Y customer base and improved conversion rates from 2021 to 2023
• Developed O+O business strategies, introducing an omnichannel approach to enhance customer experience and capture sales opportunities - Optimized Quick Commerce strategy, leading to 12% of total revenue via partnerships with Foodpanda & Deliveroo
- Expanded product assortment and launched a new supplier direct delivery model, resulting in an 8% increase in annual sales in 2022
- Enhanced fulfillment processes, cutting costs by 15% while improving order accuracy
- Secured 30+ industry awards, including recognition from retail and digital commerce communities
- Led and motivated a team of 7 to be productive and engaged in work and structured key account strategies to maximize growth opportunities
- Member of the innovation team at A.S Watson Group in 2022-2023
Senior Manager
Polypearl (China) Limited - Hong Kong
Hong Kong & China
04.2018 - 03.2019
- Increased regional sales growth by 30% through targeted advertising and product positioning
- Expanded global reach, leading overseas campaigns for the Hong Kong Lifestyle Expo
- Led cross-functional teams to launch regional expansion strategies, resulting in 30% revenue growth
- Developed competitive pricing models, ensuring profitability while maintaining market share
- Introduced strategic sales frameworks, increasing regional market penetration by 25% in 2 years
- Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business
- Implemented and developed operational standards, policies, and procedures.
- Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
- Implemented and developed operational standards, policies and procedures.
- Held monthly meetings to create business plans and workshops to drive successful business.
- Provided strong leadership to enhance team productivity and morale.
Merchant Relationship Manager
Hong Kong Technology Venture Career - Hong Kong
Hong Kong
08.2015 - 03.2018
- Achieved over 250% sales growth in the Pet category by driving strategic sourcing and effective campaigns (2017-2018)
- Sourced and identified potential items from Japan and local market to enrich product category, which brings a 30% sales increase for the category
- Planned and executed effective marketing plans (up to 80+ promotion campaigns), and long-term branding strategies
• Analyzed customer preferences and formulated effective pricing strategies while reviewing and controlling inventory levels during both slack and peak seasons
• Developed and executed comprehensive marketing strategies, including online and offline initiatives, to promote the assigned category and drive customer acquisition and retention through CRM programs - Delivered market intelligence and competitive metrics while building strong, long-term relationships with merchants to optimize business opportunities
- Utilized excellent communication skills to resolve customer complaints promptly and professionally.
- Performed regular competitor analysis to stay informed about industry trends and adjust strategies accordingly.
Head of Ecommerce
Uni-China Group - Hong Kong
Hong Kong
10.2023 - 02.2025
- Spearheaded eCommerce transformation, launching Hong Kong Market Eshop direct-to-consumer platform for fresh food delivery with 90% delivery coverage, eliminating intermediaries and streamlining logistics
- Scaled online business operations, overseeing 30,000+ SKUs across 14 platforms, deploying omnichannel sales strategies, and optimizing digital promotions to maximize revenue
- Developed high-impact marketing campaigns, collaborating with Hins Cheung (張敬軒) to reach 6.2M+ users, exceeding download KPIs by 50% and generating $8M in PR value
- The platform was recognized with the Silver Award for Best Brand Campaign at the IAB Hong Kong Digital Marketing Awards and the Outstanding One-Stop Groceries Buying Platform at the FinTech Awards 2024 organized by ET Net.
- Drove marketing innovation, leading customer engagement initiatives, including WhatsApp chatbot automation, which resolved 98% of inquiries and onboarded 2,000+ subscribers within one month
- Led cross-functional teams in eCommerce platform development, directing UAT and pilot testing to enhance UX/UI, cybersecurity, and customer experience
- Optimized performance analytics, leveraging Power BI & GA4 to refine customer segmentation, boost conversion rates by 25%, and improve marketing ROI by 30%
- Secured high-value partnerships, establishing exclusive collaborations with Cia Niao, Foodpanda, and Parknshop, and financial partners like AlipayHK, Octopus, and PayMe, to drive business growth and operational efficiency
- Drove operational excellence, aligning with fulfillment teams to enhance inventory management, logistics efficiency, and customer satisfaction
- Built and led a high-impact eCommerce team, mentoring 22 specialists, fostering a culture of continuous learning, reporting to the Executive Director & Chief Group Marketing & Digital Officer
- Self-motivated, with a strong sense of personal responsibility.
Brand Executive
Sa Sa Cosmetics Co Limited - Hong Kong
Hong Kong
05.2014 - 07.2015
- Planned marketing campaigns and analyzing sales trends to enhance brand performance and market share
- Managed budgets, inventory levels, and vendor projects while training sales teams on new product launches
- Ensured alignment of promotional activities with overall business objectives for maximum impact on revenue growth.
- Collaborated with cross-functional teams to develop innovative marketing materials for increased brand visibility.
- Conducted thorough market research to identify industry trends and opportunities for growth.
- Led creative direction of advertising initiatives, resulting in increased ad recall and purchase intent among target audiences.
Marketing Executive
Global Apex Enterprises Limited - Hong Kong
Hong Kong
01.2010 - 11.2013
- Planned and executed events and marketing programs to increase qualified leads.
- Collaborated closely with sales teams to ensure alignment between promotional activities and revenue goals.
- Analyzed market trends to identify new opportunities for growth, driving the expansion into untapped markets.
- Developed and implemented targeted digital strategy to improve business performance.
Timeline
Google Project Management: Professional Certificate: Project Execution: Running the Project
03-2025
Google Project Management Professional Certificate: Project Planning: Putting It All Together
03-2025
Google Project Management Professional Certificate: Project Initiation: Starting a Successful Project
03-2025
Google Project Management Professional Certificate: Foundations of Project Management
03-2025
DeepLearning.AI: AI for Everyone
03-2025
Google Project Management Professional Certificate: Agile Project Management
03-2025
Skillshare: ChatGPT for Creatives: AI-Powered SEO, Marketing, & Productivity.
02-2025
Skillshare: Social Media Content Creation in Canva: From Beginner to Advanced
02-2025
Head of Ecommerce
Uni-China Group - Hong Kong
10.2023 - 02.2025
Senior Ecommerce Manager
A.S. Watson Retail (Hong Kong) Limited - Hong Kong
04.2019 - 10.2023
Senior Manager
Polypearl (China) Limited - Hong Kong
04.2018 - 03.2019
Merchant Relationship Manager
Hong Kong Technology Venture Career - Hong Kong
08.2015 - 03.2018
Brand Executive
Sa Sa Cosmetics Co Limited - Hong Kong
05.2014 - 07.2015
Marketing Executive
Global Apex Enterprises Limited - Hong Kong
01.2010 - 11.2013
Bachelor of Commerce - Finance
University of Melbourne
07.2005 - 06.2008
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