Summary
Overview
Work History
Education
Reference
Timeline
Hi, I’m

Mabel Chan

Head Of User Incentive
Kajang,Selangor
Mabel Chan

Summary

Implements strategic and tactical marketing campaigns to drive engagement and sales. Bringing solid history of success in boosting program operations efficiency, conversion rates and performance. Well-versed in both online and traditional marketing approaches.

Overview

8
years of professional experience

Work History

Lazada Malaysia

Head of User Incentive, User Operation
07.2023 - Current

Job overview

  • Plan and execute end-to-end company promotional strategies for BAU and campaigns - user incentives for buyers and promotional tools for sellers to increase the company's sales and profitability
  • Through competitor analysis, consumer data analytics and A/B testing to improve targeting strategies, accomplished a 300% increase in ROI within a month and influenced 50% of sales
  • Plan and customise different seller programs for various seller segments, resulting in a 30% rise in seller participation rates in just six months
  • Actively participate in team projects, demonstrating an ability to work collaboratively and effectively

Lazada Malaysia

Head of Gamification & User Engagement, User Growth
07.2021 - 06.2023

Job overview

  • Led Lazada's first Offline-to-Online (O2O) project to acquire new users and enhance engagement
  • Developed "Lazzie Hunt," an interactive tool using QR codes to engage buyers both onsite and offsite, and boost seller exposure. The project attracted over 5.5 million users, increased app share rate by 300%, boosted daily revisits by 95%, and elevated seller traffic by 10x, resulting in up to 4x higher sales
  • Maintained the Lazada App’s Malaysia Gamification Portfolio as the top performer across all Lazada ventures
  • Launched the largest online-to-offline engagement during the 12.12 mega sale event in partnership with Genting
  • Oversee App Homepage operation to enhance app revisit rate and user experience
  • Supervised daily operations end-to-end with 3 team members: competitor analysis, stakeholder relationship management, regional and local strategies alignment to ensure cohesive execution

Hong Leong Bank

Customer Value Management & Acquisition Manager
07.2016 - 06.2021

Job overview

  • Initiated innovative strategies, like collaborating with a top-tier hotel chain to offer an exclusive onboarding package, resulting in a 35% surge in new customers in a month
  • Initiated program enhancement on system, leading to 15% of customers opening accounts for the next generation, accompanied by a 30% rise in deposits
  • Guided 60% of investment product sales through innovative marketing strategies: launched the very first B2C Popup Café at bank branches, Wealth Point system to enhance Priority & Private Banking experience and relationship, strategic B2B Referral program, series of bespoke private events with luxury brands, and series of investment promotion bundle packages

Education

Monash Univeristy

Bachelor Of Business Commerce from Accounting And Marketing
04.2015

Reference

Jill Ng

Head of User Product Operation

Direct reporting line at Lazada for 2.5 years

+60 16 205 1105

Timeline

Head of User Incentive, User Operation

Lazada Malaysia
07.2023 - Current

Head of Gamification & User Engagement, User Growth

Lazada Malaysia
07.2021 - 06.2023

Customer Value Management & Acquisition Manager

Hong Leong Bank
07.2016 - 06.2021

Monash Univeristy

Bachelor Of Business Commerce from Accounting And Marketing

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Mabel ChanHead Of User Incentive