Kel Zhang — Commercial & eCommerce Leader

Career History

Fourteen years leading growth across boutiques, browsers, and beyond.

09/2023 — Present

Associate Director, Data

Breitling · USA / Canada

Transferred to the U.S. following regional leadership roles in Asia to drive North America eCommerce, CRM, and omnichannel growth across digital commerce, boutiques, customer service, marketing, and technology.

Shaped the commercial strategy and annual planning narrative across eCommerce, CRM, client experience, and customer insight
Built the foundation for VIP digital clienteling, including customer segmentation, Salesforce client profiles, gifting, service standards, and training frameworks
Unified customer insight across eCommerce, CRM, marketing, boutiques, and service into commercial signals leadership could act on
Led cross-functional delivery of the NFL Partnership website launch with Global Digital & Technology
Advanced the SEO, personalization, behavioral analytics, and customer-experience roadmap
Evaluated and introduced Botify, Giftory, Sensos, and Quantum Metric to strengthen acquisition, personalization, and digital client experience

01/2021 — 09/2023

Regional IT and eCommerce Director

Breitling · Greater China, South East Asia & Japan

Set digital and technology strategy for Breitling China; launched a WeChat loyalty program (+15,000 members in two years) and streamlined CRM on Salesforce
Advised the APAC President directly on performance and strategic opportunity
Rolled out WeCom clienteling to 300+ associates and localized SAP S4/HANA across APAC
Lifted sales 66% and grew brand awareness from 8M to 36M through a rebuilt China eCommerce strategy
Set a festival sales record — 19M GMV in one month, up 500%
Improved conversion +36% and net sales +25% via AI-driven solutions and SOP work; cut ad & promo spend 42% while lifting efficiency 21%
Introduced Alibaba Databank across five markets to build customer personas and improve audience targeting, campaign planning, and commercial activation
Led a 40-person eCommerce and Digital IT team across the region, overseeing talent, delivery, and senior stakeholder management

05/2019 — 12/2020

Head of Digital Technology, APAC

Artefact · Shanghai, China

Led digital projects end-to-end for Hugo Boss, Dior, Lacoste, and Pernod Ricard
Ran cross-functional teams of 2–8 plus vendors inside Agile frameworks (Jira, Trello, Kanban)
Oversaw a project portfolio worth RMB 12M (2019–2020)
Delivered Lacoste's CRM overhaul — legacy system upgrade with omnichannel messaging for 400K customers
Helped shift the agency toward tech-driven digital marketing, winning higher-profile technology work

12/2019 — 03/2020

Freelance Project Manager

AKQA · Shanghai, China

Managed Apple Inc.'s WeChat social presence and grew engagement
Led a 12-person cross-functional team on an original Chinese New Year campaign, built from scratch rather than HQ assets
Won a new-client pitch for lifestyle brand Ce La Vi, blending digital touchpoints with offline dining

12/2018 — 11/2019

Digital Product Owner

JINGdigital · Shanghai, China

Led a clienteling tool build for Tencent, contributing to 40% portfolio growth

Earlier career & founding roles

04/2017 — 11/2018

Freelance UX / Branding Consultant

The Awesome Company (TAK)

Built XS Yoga's brand website on Angular and Node.js
Led brand identity and market research for a Shenzhen toy manufacturer, from VI to packaging

06/2014 — 04/2017

Business Development & Project Consultant

D1M Shanghai Wuyun Information Technology

Helped grow the company from 80 to 200 employees, landing 5 new clients each worth $1M+ in revenue

2010 — 2014

Co-Founder

Roadhop / Kaiiba / Mailgriffin · Singapore · Beijing

Founding member of an intercity transit search engine that raised SGD 50K from SPRING Singapore and USD 250K from investors
Co-founded a rideshare app (iOS/Android) that raised USD 500K and reached 500+ customers
Co-founded Mailgriffin, an email personalization tool named most popular start-up at TechCrunch Shanghai

2005 — 2010

Procurement & Business Process Analyst

Toshiba International Pacific · Lorenzo Furniture, Kunshan

Interviewed 50+ staff across 3 countries to migrate a legacy ERP from JD Edwards to SAP, supporting the company's 2006 Singapore Stock Exchange listing

Skills & Strengths

Where strategy meets the stack.

Leadership & Strategy

Team management, Agile product & project management, digital and technology strategy for global and regional organizations.

Digital Transformation

AI integration, omnichannel strategy design, CRM optimization across boutique, digital, and service channels.

Data-Driven Marketing

eCommerce optimization, GA4 & audience analysis, strategic planning, and ROI improvement across media and landing pages.

Technical Proficiency

SAP S4/HANA, Salesforce, Saleor, Magento, JavaScript, Python, Flask, VueJS, Jenkins & CI/CD, Google Analytics.

Turning digital signals
into commercial growth.

Revenue, not rhetoric.

Founder mode, on the side.

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