Carine Tan

As the leader of the Sportswear Footwear portfolio for adults and kids in APAC, I oversaw strategic growth across a multi-million category spanning four diverse markets. My role involved orchestrating omnichannel merchandising strategies that leveraged consumer insights and regional nuances to drive brand impact and sales performance. I partnered with e-commerce, retail, and wholesale teams to craft tailored growth strategies, ensuring consistency with global brand guidelines while adapting to market-specific needs. Collaborating closely with regional and global stakeholders, I aligned mid- and long-term strategic plans that delivered measurable results. This experience reinforced my expertise in balancing global brand consistency with local market relevance to achieve commercial success.

In this role, I drove strategic growth for the Men’s & Women’s Training and Adidas by Stella McCartney categories, overseeing footwear and apparel portfolios across APAC. I spearheaded initiatives for key product segments like Bras and Leggings, leveraging market insights and cross-functional collaboration to exceed performance targets. As the workstream lead for the "Win in Women" project, I optimized the brand’s strategy for female consumers. This involved aligning diverse stakeholders and implementing long-term plans that elevated the brand’s resonance with female audiences. Through strategic planning and execution, I delivered growth while enhancing the brand’s positioning across key markets.

I owned the strategy and execution of Disney Toys & Games for Southeast Asia, partnering with regional colleagues to develop campaigns for beloved properties like Marvel, Star Wars, and Disney Princesses. My responsibilities included creating SEA-specific strategies that aligned with Disney’s global brand direction while addressing local market nuances. In Singapore, I collaborated with the marketing team to craft impactful campaigns for Play-Doh and My Little Pony, driving consumer engagement and increasing demand across the region. By blending creativity with strategic execution, I successfully positioned these iconic properties to resonate with diverse audiences.

As the Head of the Southeast Asia E-commerce Makeup team, I built a robust buying strategy while fostering strong partnerships with 35 global makeup brands. I led the team in establishing long-term growth strategies and optimizing brand launches. A key highlight was spearheading the global launch of Fenty Beauty on Sephora’s platform. This required meticulous planning and execution, ensuring the launch was seamless and impactful across multiple markets. My efforts drove significant sales growth and strengthened Sephora’s position as a leading e-commerce destination in the beauty industry.

I managed a $150 million women’s apparel portfolio in China, specializing in performance wear. My role included leading assortment planning for over 1,000 stores, carefully considering space capacity and open-to-buy (OTB) to optimize product distribution and sales performance. I developed a sustainable growth model that prioritized innovative product design, competitive pricing strategies, and efficient distribution. Additionally, I mentored and coached a team of two, fostering their professional growth while delivering strong commercial results.

At Nike, I led the merchandising strategy for Southeast Asia across key categories including Women’s, Young Athletes, and Men’s Performance. My focus was on translating global direction into locally relevant assortments that supported brand growth, sell-through, and channel differentiation. I partnered closely with marketing, retail, and wholesale teams to ensure our product stories came to life across all touchpoints — from seasonal line plans to in-store execution. I also worked with regional and global teams to provide market feedback and shape future range planning. During this time, I built the foundations of my category and merchandising skillset, learning how to balance brand, consumer, and commercial priorities across diverse markets.

I supported qualitative research projects across FMCG, retail, telco, and finance clients, using focus groups, depth interviews, and fly-on-the-wall techniques. This role built my foundation in human-centered research and facilitation, skills I continue to apply in strategy work today.

• Placed on the Dean’s List • Overall GPA: 3.60/4.00 (Graduated with Magna Cum Laude)

Exchange semester in WSU