Turning digital signals
into commercial growth.

Associate Director, Data

Moved to the U.S. after building this model in Asia — developing talent while connecting eCommerce, CRM, omnichannel, client experience, customer insight, boutiques, marketing and technology into one commercial system.

The move was also a reset. I had to learn a new market, rebuild my network, adapt to a different way of doing business, and work out which parts of my experience travelled cleanly — and which needed to evolve.

• Built and developed talent across logistics, customer relations, content, operations and an internship track — with every team member progressing into a larger role or promotion
• Shape commercial strategy and annual planning across eCommerce, CRM, client experience and customer insight
• Built the foundation for VIP digital clienteling, from segmentation and Salesforce client profiles to gifting, service standards and training
• Connect signals across eCommerce, CRM, marketing, boutiques and customer service so leadership can see what customers are actually doing — and what the business should do next
• Led cross-functional delivery of the NFL Partnership website launch with Global Digital & Technology
• Advanced the roadmap across SEO, personalization, behavioral analytics and customer experience
• Evaluated and introduced tools including Botify, Giftory, Sensos and Quantum Metric across acquisition, personalization and digital client experience

The biggest outcome of the U.S. chapter has been clarity. I'm much clearer now about the work I'm best at: building strong people, connecting functions that usually sit apart, turning customer and operational signals into commercial action, and helping complicated businesses move as one system.

For 2027, I'm open to conversations about VP-level leadership roles across omnichannel, digital commerce, customer experience and commercial transformation — particularly where the brief is bigger than one function and the business needs someone who can connect the dots across the whole thing.

Regional IT and eCommerce Director

Owned Breitling's commercial and digital operations in China — the brand's largest and most complex market in the region — plus Southeast Asia and Japan. 40 people reported to me. The APAC President answered to my numbers.

• Rebuilt the China eCommerce strategy, increasing sales 66% and brand awareness from 8M to 36M
• Set a festival sales record: 19M GMV in one month, up 500%
• Built a WeChat loyalty program that acquired 15,000 members in two years and streamlined CRM on Salesforce
• Led a 40-person eCommerce and Digital IT organization across the region
• Advised the APAC President directly on performance, commercial opportunity, and strategic priorities
• Improved conversion 36% and net sales 25% through AI-driven solutions and operating improvements
• Reduced advertising and promotion spend 42% while improving efficiency 21%
• Rolled out WeCom clienteling to 300+ associates and localized SAP S/4HANA across APAC
• Introduced Alibaba Databank across five markets to improve customer understanding, audience targeting, campaign planning, and commercial activation