Irene Zeng
Minhang
Summary
As a seasoned leader with 16 years driving online sales growth in electronics (including managing Microsoft’s 42-person China team across Amazon/Tmall/PDD), I am strategically pivoting to HR fueled by a passion for talent development and strengths in interpersonal dynamics. My expertise directly benefits WayRay: mastery of sourcing platforms (LinkedIn/Liepin/BOSS), deep networks (Schneider, Bosch, e-commerce partners), and proven cross-cultural mediation enable me to bridge HQ and China teams – operating seamlessly from Shanghai to co-design Head Account strategies with global leaders while supporting local hiring needs.
Overview
16
16
years of professional experience
4
4
years of post-secondary education
1
1
Language
Work History
E-commerce Channel Development Manager
Schneider Electric
09.2022 - 09.2024
- Online strategy (20%) Define the 3-5 year strategy in online business to ensure sustained growth
- A&P management (30%) Own online marketing plan and budget to improve acquisition traffic, conversion rate and retention rate and marketing ROAS (return on advertising spending)
- Dealers’ management (20%) Formulate business policy and rebate ladder, sort out the selection and retention of online dealers
- New online channel development (20%) Deep dive the new trend of e-commerce and expand new channels including Tiktok/Kuaishou/Pinduoduo etc to continuously ensure that Schneider grabs market share in electrical engineering category
- O2O (10%) Formulate online and offline pricing and products strategies, balance online and offline prices, and develop new sales models of O2O
Senior brand manager - Microsoft account lead
Baozun eCommerce Inc
01.2021 - 09.2022
- Responsible for Microsoft official online store, Tmall flagship store and enterprise business. The main daily work includes online flagship store management, digital & e-commerce marketing and team management.
- Manage a team of 42 people to achieve brand’s goal.
China marketing manager
GN Audio A/S
05.2017 - 12.2020
- Responsible for overall marketing in China, focusing on digital marketing and e-commerce marketing.
- Quality traffic to store in/out-site: localized brand assets with impactful copy/visual demo to capture targeted TA and high potential shoppers to convert
- Jabra owned platforms: deep dive into brand heritage and tech superiority in form of regular official content postings and engage with followers/interested visitors across Wechat & Weibo, Jabra.cn home page
- Live streaming: daily store live broadcast inside JD & Tmall to maximize traffic
- Social content seeding upgrade: targeted KOL demo & in-use rich contents, bring traffic to online stores and directly generate purchases via WeChat; start Q&A and ride on existing hot topics to seed key models, uplift key words ranking related to Jabra headphones via Zhihu seeding/SEO; improved organic page-1 search results, indexed to Zhihu via Baidu SEM; optimize Tmall & JD 'channel assets' for WOM by in-site content seeding & ranking
- E-commerce marketing: redefine positioning & personality by range and ensure its properly delivered in communication; banners/express/brand zone all aligned to brand tonality and clearer messaging hierarchy with promo incentive to increase CTR
Online marketing and sales lead
Alfred Kärcher GmbH & Co. KG
01.2016 - 05.2017
- Responsible for online business start-up and online marketing in China.
- Online flagship stores (Alibaba/JD/Amazon) business start-up from 0 to 5mil per year.
- Coordinate and optimize the internal system include finance, logistics, warehouse and SAP, to support the online business.
- Guide and supervise the online marketing campaigns to drive more traffic on JD & Tmall.
Online store marketing and sales lead
Sony limited company
01.2015 - 01.2016
- Sony Tmall flagship store team lead, responsible for all category business.
- Work closely with Alibaba category manager and internal marketing team to grow online business.
- Manage a four-person team to achieve the marketing and sales target.
- Continuously optimize the design of website and organize activities.
- As a result, online flagship store has grown by 200% in a year.
Marketing manager
Sony limited company
11.2011 - 01.2015
- Responsible for TV product line, accounting for 60% of the Sony internal revenue.
- Boost the outside and inside traffic through We-chat, micro blog and EDM.
- Engage the Sony fans through O2O experience.
- Set up the promotion mechanism in B2C channel, including Tmall/JD/SN/Amazon/Yi Xun.
- Enhance the brand image and reputation through banner promotion and order sharing in the year.
- Plan price down/coupons/bundle promotion to improve the conversion rate and capture more marketing share.
Marketing management trainee
Master Kong
07.2008 - 08.2011
- The work responsibilities include trade marketing plan, category management, promotion plan and merchandising in stores.
- As a FMCG company, it goes deep into the intensive cultivation of the channel.
- Work with around 3,000 strong sales staff and 260 distributors to implement the trade marketing program together.
Education
Bachelor - Public Utilities Management
Tianjin University of Finance and Economics
09.2004 - 07.2008
Skills
- Visual Basic
- Microsoft Office
- Word
- Excel
- PowerPoint
Personal Information
- Date of Birth: 06/07/86
- Nationality: China
Self Assessment
As a seasoned leader with 16 years driving online sales growth in electronics (including managing Microsoft’s 42-person China team across Amazon/Tmall/PDD), I am strategically pivoting to HR fueled by a passion for talent development and strengths in interpersonal dynamics. My expertise directly benefits WayRay: mastery of sourcing platforms (LinkedIn/Liepin/BOSS), deep networks (Schneider, Bosch, e-commerce partners), and proven cross-cultural mediation enable me to bridge HQ and China teams – operating seamlessly from Shanghai to co-design Head Account strategies with global leaders while supporting local hiring needs.
Timeline
E-commerce Channel Development Manager
Schneider Electric
09.2022 - 09.2024
Senior brand manager - Microsoft account lead
Baozun eCommerce Inc
01.2021 - 09.2022
China marketing manager
GN Audio A/S
05.2017 - 12.2020
Online marketing and sales lead
Alfred Kärcher GmbH & Co. KG
01.2016 - 05.2017
Online store marketing and sales lead
Sony limited company
01.2015 - 01.2016
Marketing manager
Sony limited company
11.2011 - 01.2015
Marketing management trainee
Master Kong
07.2008 - 08.2011
Bachelor - Public Utilities Management
Tianjin University of Finance and Economics
09.2004 - 07.2008
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