SIEW CHEN SOH

• Led growth strategies for multi-brand portfolio across Thailand’s e-commerce market.
• Own and oversee all e-commerce platform performance KPIs (e.g., conversion rate, average order value, bounce rate, traffic), regularly analyzing data to identify trends, issues, and opportunities
• Optimized sales performance through insights, recommendations, and cross-functional collaboration (marketing, design, CS& fulfillment)
• Mentored and managed team members, fostering best practices and a collaborative environment.
• Achievements:

1) Ecovacs
📈 Top 4 on Lazada leaderboard (3.3, Laz Bday, 6.6 campaigns in 2023).
📈 1M THB in one day (6.6 campaign – H1 record in 2023)

2) TCL
📈 Grew store from 0 → 11M THB in 4 months during 2023
📈 Achieved Top 10 GMV ranking in Lazada's category

3) Minimex
📈 Drove 147% MoM growth in SCI's first month of operations, sales increased from 279K to 690K THB (Apr-May 2023)
📈 2023 Mega Month Sales Performance:
Mar: 594K (Managed by brand side)
Jun: 1.2M (+114% vs March, after SCI took over)
Sep: 2.2M (+271% vs March)
Nov: 2.0M (+244% vs March)

• Managed key accounts (Kenvue, Joyoung, Filorga, Aptamil, Dumex) across Lazada, Shopee, TikTok, and other platforms.
• Work closely with platform KAM, brand, and cross-functional teams to ensure alignment on platform initiatives and seamless execution.
• Handled full store operations: listing, content creation, promotion setup, and campaign tracking.
• Conduct regular performance reviews and provide insightful reports by highlighting key achievements, challenges, and future strategies.
• Stay abreast of industry trends and best practices in e-commerce, CRO, and digital experience to inform strategic decisions.
• Achievements:

1) Joyoung
📈 430% sales growth (11.11 vs. 9.9 campaign in 2021)
📈 Created Lazada’s #1 Hero SKU (electric sandwich maker)

2) Kenvue (J&J)
📈 Fixed operational chaos; $122K sales (Lazada Bday, +77% YoY in 2022).
📈 $153K sales (9.9 campaign, +110% vs. target in 2022)

• Managed online store operations for top global brands (Tefal, Unilever, L'Occitane, SMEG, Himalaya, etc.). on Shopee/Lazada/Supermom.
• Plan, organize, and execute monthly promotional activities. Liaise with e-marketplaces' account managers for maximizing exposure and support.
• Ensure timely execution of order process management.
• Update stock count, monitor shipment and delivery of orders, assure on-time deliveries, and update systems accordingly.
• Provide customer service to support the sales growth.
• Provide analysis and performance reports, including daily, weekly, and monthly reporting of KPIs, and recommend changes to improve performance to achieve P&L results.
• Work with in-house designers to prepare promotional banners and campaign artworks.
• Achievements:

🚀Managed 10+ global brands across Home Appliances, FMCG, and Health & Beauty.
🚀Streamlined logistics, customer support, and sales operations for 15+ online stores.

• Handled mails, calls, and customer inquiries while supporting HR and invoicing tasks