CHARLIE LEE
Kuala Lumpur
Summary
Seasoned business operations strategy and program management professional with Master in Supply Chain and Logistics and ~7 years of multi-domain experience in Marketing, E-commerce & Business Process Excellence with integrated industry and management consulting experience. Has a proven track record of
strategy formulation and delivering challenging projects with a sense of proactiveness. Gained hands-on experience in complex problem solving, design and implementation of business improvement processes and systems with focus on analytics, efficiency improvement and digital transformation. Proficient in a varied range of problem-solving methodologies and industrial engineering tools. Constantly updates key skills to stay agile and competent.
Overview
7
7
years of professional experience
Work History
Operations and Process Management, Associate
Lazada Malaysia
06.2025 - Current
- Led operational performance improvement initiatives across BPO customer service functions, conducting process analysis and redesign to stabilise customer contact backlog by 70% through targeted backlog reduction strategies.
- Post-stabilization, drove continuous process improvement and standardization, achieving a 5% uplift in First Contact Resolution (FCR) across three key workflows within three months. Additionally, analysed customer journey gaps through CSAT insights, improving satisfaction scores by 4% for “Where is My Order” (WIMO) contact drivers.
- Collaborated with cross-functional stakeholders to deliver ~8 operational and process improvement projects, ensuring alignment and measurable outcomes.
Regional Process Excellence, Specialist
Delivery Hero
02.2022 - 04.2025
- Devised and deployed a structured Design Thinking and Lean Six Sigma-based standard process improvement framework across the organization to identify requirements from cross-functional stakeholders and led process improvement projects to enable the operations resources to implement improvement. (25+ projects delivered with positive business impact across key customer experience and metrics (Reorder rate, Incident
rate/First Contact Resolution, Cost per order, CSAT, GMV improvement, etc.) - Responsible for 20+ bi-quarterly SOP redesign and rollouts predominantly impacting customer-side operations through
customer research and data analysis working together with stakeholders across Central Operations, Local
Operations, Regional business and product teams. - Developed and validated 7+ hypotheses to improve customer experience and growth opportunities through A/B tests. Executed successful hypotheses via process workarounds, collaborating with product teams to enhance end-to-end experience at product level.
- Led new business vertical process design and deployment across different markets in Asia Pacific. Additionally, post pilot project success currently leads process/product improvement and standardization across APAC for
scaling up of the new businesses across other regions.
Performance Manager
Delivery Hero
07.2021 - 01.2022
- Established and implemented performance monitoring frameworks by defining KPIs, selecting appropriate tracking tools, and driving action plans to improve operational efficiency and departmental effectiveness.
- Ensured consistent achievement of Service Level Agreements (SLAs), quality standards, security compliance, and customer experience benchmarks across BPO operations through continuous monitoring and governance.
- Led BPO performance management initiatives, addressing issue escalation, resolving conflicts, and optimizing processes to enhance team productivity and operational stability.
- Addressed performance gaps across quality, customer experience, coaching, and operations, implementing corrective actions and continuous improvement initiatives with stakeholders.
- Leveraged customer feedback and performance data to identify experience gaps and implement improvements that enhanced customer satisfaction.
Digital Marketing Executive
Synergy Via Online(SVO)
03.2021 - 06.2021
- Managed and optimized Facebook Ads campaigns with RM8,000 monthly budget, creating ad sets, targeting audiences, and analysing performance, resulting in 40% increase in click-through rate (CTR) through data-driven creative and visual optimisation.
- Planned and executed multi-platform content strategies across Facebook, Instagram, WhatsApp, strengthening brand presence and driving audience engagement through targeted, conversion-focused content.
- Improved overall conversion rate by 48% by optimizing campaign funnels, refining audience segmentation, and enhancing customer journey touchpoints.
- Specialised in products across online channels, enhancing customer engagement and providing consultation.
E-Commerce Specialist
Marvellous Frontier
08.2020 - 02.2021
- Led e-commerce team, establishing and managing end-to-end online store operations, including product listings, visual merchandising, and data accuracy, to ensure optimal website performance and seamless customer journey from launch.
- Drove 63% growth in online sales and 40% increase in website traffic through data-driven optimisation, targeted digital initiatives, and continuous performance analysis.
- Optimised product merchandising, listings, and UX design to enhance user experience and drive conversion performance across e-commerce platform.
- Executed visual content strategy for Instagram, strengthening brand awareness and driving traffic acquisition to e-commerce channels.
- Monitored and analysed website and sales performance to generate insights for forecasting, trend identification, and strategic decision-making.
- Managed full order lifecycle operations, including customer enquiries, order processing, fulfillment coordination, and delivery updates, ensuring consistent and high-quality customer experience across digital channels
Marketing Intern - FBP Fragrance
CHANEL HK
07.2019 - 01.2020
- Independently planned and executed two pre-order campaigns and two boutique customer events, driving a total of HKD 3M in sales through end-to-end event coordination and customer engagement initiatives.
- Supported 360 product launch execution, validating marketing copies, planning launches, managing gift-with-purchase (GWP) mechanics, and allocating samples to ensure seamless in-store execution across boutiques.
- Supported marketing and operational functions for Hong Kong and Macau boutiques.
- Liaised between vendors and internal teams, facilitating collaboration and supporting cross-functional marketing and operational projects.
- Prepared monthly performance and operational reports (7+ per month) and supported management presentations with data and insights.
- Managed administrative and operational processes, overseeing PR/PO creation, sales order processing, and vendor onboarding to optimise business operations.
Education
Master of Science - Logistics & Supply Chain Management
Manchester Metropolitan University
Manchester, UK01-2020
Bachelor of Arts - Fashion Buying & Merchandising
Manchester Metropolitan University
Manchester, UK01-2018
Skills
- Lean Six Sigma
- SOP development
- Project management
- Digital marketing
- Data analysis
- Process improvement
- Customer experience
- Microsoft Office Suite
- SAP
- JIRA
- Google Ads
Timeline
Operations and Process Management, Associate
Lazada Malaysia
06.2025 - Current
Regional Process Excellence, Specialist
Delivery Hero
02.2022 - 04.2025
Performance Manager
Delivery Hero
07.2021 - 01.2022
Digital Marketing Executive
Synergy Via Online(SVO)
03.2021 - 06.2021
E-Commerce Specialist
Marvellous Frontier
08.2020 - 02.2021
Marketing Intern - FBP Fragrance
CHANEL HK
07.2019 - 01.2020
Master of Science - Logistics & Supply Chain Management
Manchester Metropolitan University
Bachelor of Arts - Fashion Buying & Merchandising
Manchester Metropolitan University