Shwu Bing Yap
Ecommerce / Online Sales Marketing / CRM / CRO / Influencer Marketing / Affiliate Marketing / Content & Campaign Management
Summary
Summary
- Crafting strategies for all Marketing teams, including Digital, Advertising, Communications and Creative. Preparing and managing monthly, quarterly and annual budgets for the Marketing department.
- Develops the overall strategy for major marketplace category (Fashion, Home Living, Home Appliances & Home Furniture) to drive sales and achieve targets. Leads a team that provides category insights and proposals by analyzing marketing and customer data and monitoring relevant market conditions.
- Acquiring customers acquisition by implementing promotion and strategy converting new users into buying users. Responsible for the repurchase rate, building an overall customer operation & CRM, increase the existing repurchase ROI and conversion rate.
- Responsible for managing Count P&L, Revenue, Gross Profit and Country EBITA.Collectively working closely with multiple regions, entities, and business units towards achieving a healthy Group EBITDA
- Review financial and non-financial report to devise feasible solutions necessary for business improvement.
- Responsible for annual budget and producing detailed annual business operating plan which includes of monthly, quarterly, or annual targets for revenue, profits, cash and cost management.
- Successfully rebranding ezbuy from a logistic company to a cross border ecommerce shopping platform model. - ezbuy
- Increased sales revenue by 110% YOY 2016 – 2017 & 150% YOY 2017 – 2018 by developing comprehensive marketing campaign & restructuring major category campaign sales strategies. - ezbuy
- Stream down losses of MYR1.0 million / month and achieved company breakeven by restructuring entire business operation & implementing cost reduction strategies in 2019-2020. - ezbuy
- Q1 2022 Quarterly Sales Revenue increased to RM42.5Mil, increased by 100% vs Q4 2021 – Compasia
- Achieved highest sales revenue record @ RM85Mil in Q2 2022 - Compasia
Overview
12
12
years of professional experience
3
3
years of post-secondary education
Work History
Regional Ecommerce Head
Compasia Malaysia
Kuala Lumpur
02.2022 - Current
- Collaborating with cross-functional partners to manage all aspects of the eCommerce business including, business planning, content strategy and development, promotional campaigns and other online marketing, website design, customer service, web analytics and web technologies
- Serve as a liaison and primary point of contact within the eCommerce organization for cross functional partners acting as a project manager to evaluate, prioritize, develop, manage, implement and test eCommerce initiatives
- Participate in the development and execution of strategic and tactical business plans with other members of the cross functional team supporting the eCommerce strategy
- Create and implement digital marketing campaigns, including FB ads, Google Ads, SEO, SEM, email marketing, live selling and Affiliate Marketing, Influencer Marketing to drive traffic and conversions.
- Manage the user experience of the website including site navigation, content development, checkout funnel and promotional campaigns
- Develop and manage the online product assortment, pricing strategies, and promotions to optimize sales and profit margins.
- Manage all aspects of web analytics & profit and loss related to eCommerce and communicate relevant information to team members, executive leadership and board directors
- Proficiency in the ecommerce platform (e.g., Shopify, WooCommerce, Magento & WordPress). Familiar with integrations, plugins, and third-party tools to enhance the ecommerce platform's functionality.
- ·Conversion Rate Optimization (CRO): maximizing the effectiveness of ecommerce website and increasing revenue. Combination of data analysis, user experience design, and a deep understanding of consumer behavior to refine and optimize the online shopping experience.
- Customer Relationship Management (CRM): Managing customer data and creating personalized marketing campaigns. (e.g : Salesforce, Hubspot, Oracle, MoEngage & WebEngage
- User Experience (UX) and Design: Manage UX principles to optimize website navigation, layout, and user flow.
Ecommerce Ast Director
Ezbuy Holdings Limited
07.2016 - 12.2021
- Managing and developing all aspects of the Ecommerce business including strategic and tactical initiatives.
- To drive online business growth, online market share and drive business profitability.
- Develop online shopper insights and support strategies and plans that deliver category growth based on online consumer, shopper and online customer requirements.
- Provide strategic direction for development of E-business including strategy roadmap, rout-to-market, channel P&L, path-to-purchase, customer service & Logistic.
- Optimize all marketing efforts, spend and channel across various types of marketing campaign and activities with all departments.
- Manage budget and KPIs Target: Manage Malaysia’s overall marketing budget and yearly KPIs for both campaigns and GMV.
- Leveraging all ATL, BTL, Influencers & Media Buy communication for brands and campaign activations.
- Manage activation of brand content and presence on e-commerce platforms.
- Conceptualizing and optimizing targeted content campaigns to be delivered daily to segmented customers through all pushed channel.
- Data management: collection, segmentation, interpretation and use for automated campaigns and strategic planning / insights that add value in all marketing initiatives and teams
- Managing CRM activities (Email, SMS, Push-notifications & etc) across with the goal of maximizing customer lifetime value and re-purchase rate of our customers
- Building, Scaling and Managing our CRM team to execute CRM strategies
- Develop metrics reporting and dashboards to track campaign performance and measure all campaigns access against goal (ROI & KPI)
- Develop strategic end-user insight driven, globally aligned communications strategy and campaign.
- Online & Offline marketing with digital media, including FB Marketing, SEM, Display, Social & affiliate channels
Eccomerce Sales & Operation Manager
Charles & Keith Group Pte Ltd
06.2015 - 06.2016
- Create, develop and implement sales strategies.
- Plan, organize and manage all sales activities, marketing calendar and channel budgets.
- Identify, analyze and implement strategic business opportunities via consumer and industry related market/data research, trends and platforms to determine sales growth.
- Analyze the company's sales policies and recommend proper improvements and changes.
- Establish and implement sales objectives and goals.
- Assist, support and coordinate sales personnel in performing daily sales activities.
- Prepare and handle sales annual budgets.
- Analyze markets in order to identify new sales and business opportunities.
- Analyze, interpret and evaluate the effectiveness of sales, methods, costs and results.
- Implementing Email Marketing & Email Channel optimization.
- Establish performance marketing by optimizing affiliate gateway, Google program, Channel sales & marketplace corporation.
- Implementing CRM program: Optimization of promotions plan, Customer reactivation, referral program planning & Cross-channel promotions
- Develop the ATL/BTL marketing strategy, operation, and KPI achievement aligned with business objectives for both short- and long-term goals
Eccomerce Sales & Operation Manager
Huawei Technologies (M) Sdn Bhd
Kuala Lumpur
06.2014 - 06.2015
- Project development and responsible to ensure the implementation progress.
- Coordinate and driven accreditation output and effective assessment of the relevant departments of the project (UI design, development, testing, product, marketing, BD, Finance, MIS/IT and etc) to ensure Project progress and quality
- E-commerce platform product launches, sales and marketing, purchasing process, logistic and other business processes.
- Manage daily ecommerce transaction issue to ensure customer’s better experience.
- Manage project UATs such as new product launched, promotion event and new e-store launched.
- Work with back-end order processing team for process integration especially channel system integration.
- Develop marketing plan, responsible for the activities program planning, project approval, business application, project processes, monitor execution and ensure project complete in a timely basis.
- Monitoring, data analysis and timely adjustment of strategies for the online activities
- Managing website and email marketing planning.
- Analyze all E-Commerce KPIs for each campaign/sales event including sales performance traffic and conversion, site performance and marketing channels to drive E-Commerce sales and site initiatives.
Sales Operation Manager (E-commerce)
CREATIVE TECHNOLOGY PTE LTD
11.2011 - 06.2014
- Responsible for day-to-day operations of e-Business, includes updating of prices and promotions.
- Liaising with B2B & B2C business support for sales target.
- Maintain existing customers (account management) and develop new customers in order to meet or exceed business revenue targets.
- Process purchase order, delivery and invoicing cycle for various customers and coordinate with logistic, warehouse to achieve on time deliveries at all times.
- Execution of loyalty Programmed / Customer Relationship Management (CRM). Implementing CRM event / program by quarterly and analyst result driven for improvement
- Responsible for the daily order processing, payment reconciliation, and orders’ fulfillment from Asia, Europe & USA.
- Responsible for inbound daily client service contacts including response and resolution for tier 1 issues. General troubleshooting for tier 1 and 2 issues.
- Process Improvement. Collaborating with internal departments and external vendors to create, harmonize, document, communicate, train, manage and continuously improve all sales and sales operations related processes.
- Serving as primary interface between Sales Operations and Product Management, Marketing, Category Management, Legal, Finance, and Accounting for product launch.
Education
Bachelor of Arts - Marketing
University Technology Malaysia
Johor, Malaysia 08.2005 - 08.2008
Skills
eCommerce master
Timeline
Regional Ecommerce Head
Compasia Malaysia
02.2022 - Current
Ecommerce Ast Director
Ezbuy Holdings Limited
07.2016 - 12.2021
Eccomerce Sales & Operation Manager
Charles & Keith Group Pte Ltd
06.2015 - 06.2016
Eccomerce Sales & Operation Manager
Huawei Technologies (M) Sdn Bhd
06.2014 - 06.2015
Sales Operation Manager (E-commerce)
CREATIVE TECHNOLOGY PTE LTD
11.2011 - 06.2014
Bachelor of Arts - Marketing
University Technology Malaysia
08.2005 - 08.2008
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