Singapore
Results-driven e-commerce executive with 12+ years building trusted marketplaces across APAC. Specialized in designing compliance frameworks that balance aggressive commercial targets with sustainable risk mitigation. Proven track record in policy harmonization, fraud prevention, and stakeholder diplomacy at TikTok, Alibaba (Lazada), and CREA. Bilingual in English and Chinese.
- Led end-to-end governance strategy across Vietnam, balancing platform risk control with business growth objectives - Designed and scaled seller governance frameworks, improving seller quality, operational consistency, and user experience across markets - Drove customer experience improvements through initiatives spanning fulfillment, aftersales, and seller performance management - Built and implemented policy calibration mechanisms, ensuring effective enforcement while minimizing overreach and protecting revenue - Led category-specific governance strategies, partnering with commercial and operations teams to address high-risk segments - Developed and deployed automation and system-based enforcement models, reducing reliance on manual operations and improving precision - Partnered closely with cross-functional stakeholders (Operations, Commercial, Legal, Product) to align governance initiatives with business priorities - Built and developed high-performing regional and local teams, improving execution capability and leadership depth
- Led the Seller Governance function across APAC, overseeing enforcement strategy, risk mitigation, and policy development to ensure a safe and trusted marketplace experience for buyers and brands. - Designed and implemented a regional enforcement framework to manage high-risk seller behavior, reducing seller policy violation recurrence rate by 65% within 12 months. - Managed a cross-functional team spanning Policy, Operations, Legal, and Data Science to operationalize governance controls and seller education programs across 6 SEA markets (Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam). - Partnered closely with local legal teams and government authorities to ensure compliance with eCommerce regulations and respond to government takedown or audit requests, minimizing platform risk exposure. - Provided governance support during high-growth periods and sales events (e.g., 11.11, 12.12), ensuring seller compliance at scale with minimal operational disruptions.
- Spearheaded regional business development strategy across the SEA region, leading to a 300% increase in new client acquisition in the first year. - Built and scaled high-performing sales and account management teams, overseeing a portfolio of top-tier branded clients. - Secured strategic partnerships with Shopee and Lazada to deliver end-to-end eCommerce enablement solutions for our clients. - Led negotiations and closed deals across industries including FMCG, electronics, fashion, and beauty. - Developed and executed go-to-market strategies for new service offerings (e.g., omnichannel fulfillment, brand.com solutions).
- Developed a comprehensive and aligned plan for key stakeholders and all 6 Lazada ventures - Managed stakeholders and distributed targets based on available data to ensure high degree of project success - Project owner for several new feature rolled out based on needs of the project at hand - Regular follow up with country project managers to problem solve and reduce blockers - Develop strategic decision making and governance process - Monitor KPIs on a regional level and project venture target completion to upper management regularly
Leading a team of 13, my team oversees all the operational aspects of Lazada Singapore's seller base. My scope includes: - Communications and Education: streamlining communications requirement and developing ways to deliver content to our seller base - Platform Governance: upholding Lazada's focus for customer experience without compromising on the fairness to our seller base - Business Development: ensuring a steady and increasing supply of sellers added to the platform via innovative and efficient processes - New Seller Incubation: accelerating new sellers knowledge on the platform quickly to allow them to operate independently and grow to compete with existing sellers
- Streamline and improve processes between Operations and Commercial - Analyze data and initiate projects to solve problem for Lazada's seller base - Lead and manage projects across departments over achieving on all targets set for the year