Tan Kelvin
Petaling Jaya
Summary
Strategic and results-driven Head of E-commerce with 8 years of experience leading end-to-end digital commerce operations. Expertise in developing and executing e-commerce strategies, optimizing online sales, and driving brand growth across multiple platforms. Proven track record in team leadership, cross-functional collaboration, and delivering measurable revenue growth.
Overview
11
11
years of professional experience
Work History
Head of E-Commerce
Vtalent Business Sdn Bhd
Petaling Jaya, Selangor
03.2019 - Current
- Lead national e-commerce strategy and execution for vivo & iQOO Malaysia, overseeing platform growth, commercial performance, and full go-to-market (GTM) leadership for iQOO across online and offline channels.
- Own end-to-end e-commerce P&L across key platforms (Shopee, Lazada, TikTok Shop, vivo.com)
- Defined annual and quarterly sales targets, campaign calendars, platform strategies to drive revenue growth
- Drive traffic, conversion, and GMV growth through pricing strategy, promotions, bundles, and channel differentiation
- Lead platform negotiations, mega campaign planning, and exclusive SKU strategies
- Oversee livestream commerce, creator ecosystem, and content-to-conversion funnel
- Lead full iQOO GTM strategy for Malaysia from product planning to post-launch optimization
- Define product positioning, pricing architecture, and version mix strategy (online vs offline)
- Coordinate cross-functional teams (HQ, sales, marketing, product, retail, ecommerce) for launches
- Own launch readiness: forecasting, inventory planning, channel allocation, and sell-in/sell-out alignment
- Develop channel-specific GTM playbooks for e-commerce, retail, and social commerce
- Act as primary decision-maker and spokesperson to HQ on Malaysia market strategy
- Team & Stakeholder Management Managed and developed e-commerce, GTM, livestream, content teams to enhance operational effectiveness
- Aligned internal stakeholders and external partners (platforms, creators, agencies) to ensure cohesive strategy execution
- Report business performance and strategic recommendations to regional & China HQ
- Key Achievements - Built vivo & iQOO Malaysia e-commerce business from zero to a scalable, high-growth revenue channel, establishing official stores across Shopee, Lazada, TikTok Shop, and brand-owned platforms.
- Led multiple successful iQOO flagship launches with strong day-1 sell-through and sustained momentum
- Achieved significant YoY growth in e-commerce traffic and GMV despite cost and pricing pressures
- Optimized SKU mix and price ladder to balance profitability and volume across channels
- Built scalable livestream and creator commerce model driving incremental sales
E-commerce Development Manager
TP-Link Malaysia
Kuala Lumpur
04.2018 - 03.2019
- Led end-to-end e-commerce strategy across key marketplaces (Shopee, Lazada) driving revenue growth and channel expansion
- Planned and executed platform GTM, campaign strategy, pricing, and promotional mechanics
- Collaborated with regional teams and local partners to optimize product assortment, traffic, and conversion performance
- Analyzed sales, traffic, and conversion data to improve performance and ROI
E-commerce Specialist
DPO International Malaysia Sdn Bhd
Kuala Lumpur
11.2017 - 04.2018
- Managed day-to-day operations across key e-commerce platforms (Shopee, Lazada)
- Executed campaign planning, pricing strategy, and product listing optimization to drive sales growth
- Coordinated with marketing, logistics, and customer service teams to ensure smooth order fulfillment
- Monitored sales performance, traffic, and conversion metrics; provided actionable insights for improvement
- Supported platform promotions, vouchers, and flash sales to maximize campaign ROI
Senior Executive Ecommerce Marketplace
Thunder Match Technology Sdn Bhd
Kuala Lumpur
12.2016 - 11.2017
- ed e-commerce operations across major marketplaces, driving sales growth through campaign execution, performance analysis, and content optimization.
- Executed platform campaigns, managed pricing and promotions, and improved conversion through data-driven insights and on-site optimization.
Senior Analyst Vendor Management/Buyer
Lazada Malaysia
Kuala Lumpur
06.2016 - 12.2016
- Acted as category buyer, responsible for commercial strategy including pricing, margins, vendor funding, assortment planning, and campaign execution.
- Drove category growth through data-driven vendor management, negotiation, and performance optimization.
Senior Associate (Dispute Management)
Lazada Malaysia
Kuala Lumpur
01.2015 - 05.2016
- Handled high-volume vendor and buyer disputes, resolving transaction discrepancies while ensuring compliance with platform policies and operational efficiency.
- Provided insights and process improvements to reduce dispute frequency, improve seller compliance, and enhance customer experience.
Education
Diploma - Electrical And Electronic Engineering
UCSI University
Kuala Lumpur01.2015
Skills
Leadership & Team Management
Strategic decision-making
Stakeholder communication
Innovative problem-solving
Adaptability & Resilience
Customer-Centric Mindset
References
- Jeremy Lin, Sales Director, vivo Malaysia, +60102101956
- Setnie , Senior Executive, vivo Malaysia, +60176460942
- Mr. Kunasellaan, CEO, Commerce Asia, +60126561673
Timeline
Head of E-Commerce
Vtalent Business Sdn Bhd
03.2019 - Current
E-commerce Development Manager
TP-Link Malaysia
04.2018 - 03.2019
E-commerce Specialist
DPO International Malaysia Sdn Bhd
11.2017 - 04.2018
Senior Executive Ecommerce Marketplace
Thunder Match Technology Sdn Bhd
12.2016 - 11.2017
Senior Analyst Vendor Management/Buyer
Lazada Malaysia
06.2016 - 12.2016
Senior Associate (Dispute Management)
Lazada Malaysia
01.2015 - 05.2016
Diploma - Electrical And Electronic Engineering
UCSI University