Hong Kong, Hong Kong SAR
APAC Product, Merchandising and Commercial leader with 15+ years of experience scaling global brands to >USD$650M. Experienced in managing large (48 pax), culturally complex teams to drive revenue and profit growth through consumer focused product, pricing & assortment strategies.
• A member of APAC's leadership team, I set Strategy & Culture for the 48 person Merchandising, Omni channel Assortment, Creative Design and Analytics teams across 9 markets. • Improved EBIT by pivoting APAC’s $260M USD portfolio to win in higher margin S.E.A markets, increasing business share +4pts. • Boost sellthru of new programs to >65% by transforming OTB frameworks across the Omni channel marketplace, product fits and pricing architecture. New core programs required replenishment within 6 weeks. • Reduced time to market from 18 to 12 months via Supply Chain partnerships, indicative forecasts and clear market / channel mapping. Margins +30bps as a result. • Enterprise P&L accountability in partnership with Global and Regional Product, Marketing, Finance, HR & Supply Chain.
• Reporting to the APAC GM, I drove Vans USD$650M+ strategic plans & GTM.
• Led Dickies Product & Merchandising team of 12, achieving USD$198M revenues with 84% margins.
• Led a team of 7 to scale Van's APAC footwear revenue to USD$650M (China / Korea Omnichannel focus) • Achieved 90% sellthru on energy collabs and grew margins +18bps via strict pricing architectures and SKU efficiency.
• Synchronized China’s digital product roadmap across product categories, price tiers and platforms.
• Led Converse USD$97M apparel turnaround by focusing on consumer relevance, gross margin expansion and global influence.
• Managed the Nike Women’s business in S.E.A, focusing on Category expansion, additive trade terms, and managing inventory health. • Scaled Manila store pilots in SM malls.
• Create profitable and sustainable Consumer Right Assortments for Country, Channel, Trade Zone and Price tier. • Manage regional pricing strategies & optimize merchandise mix.