Jade Liu

• In charge of online business strategy and operational duties as Head of EC for all China EC platforms, including Tmall, RED, Brand site and Wechat Mini Program. KEY FUNCTIONS AND ACHIEVEMENTS: • 0-to-1 Market Launch & Brand Expansion: Pioneered China market entry, establishing Tmall, Red Note and DTC channel operations. • Team Building & Organizational Design: Recruited and led a cross-functional team of 6 members, covering operations, merchandising, paid media, design and CRM. • Revenue Growth: Achieved cumulative GMV of ¥48M within the first 6 months, 62% over target with 15% profit margin. • Annual Business Strategy Planning & P&L Control: Developed and executed annual business plan with monthly strategic actions, sales targets and budget forecasting. Targeted 2026 to achieve ¥150M, 3x yearly GMV growth. • Tmall Partnership Establishment: Managed strategic Tmall partnership, negotiating key terms for platform support. Awarded Top 5 in the 2025 Tmall Fashion New Store Ranking. Tmall contributed 74% of total EC business. • KOL/KOC Livestreaming Commerce: Built social commerce presence across RED, generating 5-10 weekly KOL/KOC livestreaming sessions. Red Note represented 15% of total sales. • DTC Ecosystem Development: Architected DTC strategy (brand site+WeChat Mini Program) via CRM program and targeted campaigns; grew member base to 5k users, contributing 11% of total GMV. • Paid Media Efficiency & Traffic Acquisition: Achieved in Tmall paid media ROI of 20:1 at 9% cost ratio. 88% of the traffic was organic. • Product Localization & Stock Management: Led local insight-based product selection and data-driven inventory optimization. • Cross Functional Collaboration & Management Reporting: Partnered closely with Marketing, CS, Supply Chain, Finance, Logistics, and IT teams for operational alignment. Reported on a weekly basis to the CEO, COO, and founding team to inform business performance and support strategic decision-making.

• In charge of online operational duties as Tmall channel owner for all product categories (shoes, bags, SLG and accessories, RTW and perfume). KEY FUNCTIONS AND ACHIEVEMENTS: • Tmall Channel Revenue Growth: Led Tmall flagship to achieve ¥100M annual GMV with 64% RRC, accounting for 88% of total e-commerce revenue, 9% YoY growth in 2024. • Peak Campaign Execution: Directed Double 11 campaign with ¥40M GMV (230% YoY increase) and 126% YoY improvement in paid media performance via strategic planning and livestreaming integration. • Paid Media Efficiency & Traffic Acquisition: Offset free UV decline with paid UV growth while sustaining a 16% cost ratio; 60% of paid UV drove 70% of GMV via enhanced cost efficiency. • Strategic Project Launches: Launched CPS, Wangxin, Red Mission, Austin Li‘s livestreaming, Tmall pre-launches and brand ambassador campaigns to boost brand exposure and conversion. • Tmall Partnership Development: Built Joint Business Plan with Tmall to strengthen partnership and secure priority resources, ad placements and business tools. • TP Management & Operational Synergy: Defined TP cooperation terms, restructured TP team and optimized member selection to enhance brand alignment; managed end-to-end TP operations across operations, merchandising, design, paid media, CRM, CS, logistics and IT. • Cross Functional Collaboration & Business Optimization: Collaborated closely with local Merchandising, Marketing & Global EC teams to streamline strategies, product launches and inventory management; integrated Red/Weibo/WeChat marketing & social content with Tmall. • End-to-End E-commerce Operations Management: Oversaw full-cycle e-commerce ops including store VM planning, pricing, product categorization, SEO, inventory tracking, CRM (SMS/MMS, VIC clienteling, member incentives, GWP), CS (refund rate analysis, Wangxin, customer complaints), logistics, IT, Finance.

• In charge of online operational duties as Tmall channel owner for all product categories. • Drove Tmall channel to ¥3B annual GMV with 48% RRC, representing 70% of total EC business.

• In charge of online commercial duties (operations&merchandising) as Shoes&Bags product category owner for all China EC platforms, covering Tmall, brand site, WeChat Mini Program and Douyin. OPERATIONAL FUNCTIONS: • Daily/weekly sales and KPI (CR, UV, AOV) analysis • Marketplace campaigns tracking and strategic decisions making (participation, benefits, free shipping…) • Daily communication with TP and Spain HQ, price management (promotions, price protection, historical lowest price) • Stock management (product and warehouse rotation analysis) • Marketing actions (paid media, livestreaming, social media posts…) • Landing pages and homepages design • Product upload, SEO, categorization, sorting and visibility, translations. MERCHANDISING FUNCTIONS: • Product selection and initial assortment distribution (new in twice per week) • Stock replenishment and additional purchase request • Product needs forecast according to current trends/historical sales/geographical and climatic conditions • Seasonal showrooms • Special productions only for Asia market • Competitor product analysis

• In charge of online and offline integration duties for China market to create synergy through multichannel operations. KEY FUNCTIONS: • Stock integration (allocation and distribution) • Shipment and return strategies • Product selection alignment • Omnichannel pricing strategy • Stock capacity management • Coordination between HQ and local on&off teams • Customer experience optimization (virtual fitting room/AR/virtual avatar/events/draws) • Project management

• In charge of online commercial duties (operations&merchandising) as Womenswear&Menswear product categories owner for all China EC platforms, covering Tmall, brand site and WeChat Mini Program. • KEY FUNCTIONS: Focused on merchandise planning, strategic decision making, budget control and intermediation between China team and Spain HQ.

• In charge of product selection and distribution in Asia retail stores including China, Hong Kong, Macau, Taiwan, Korea and SEA. With experience in both affiliates and franchises. KEY FUNCTIONS: • Daily sales analysis and action plans • Competitor and market trends analysis • Fashion and product forecasting according to geographical and climatological conditions • Daily communication with retail directors of each region • Preparation of opening and closing stores • Pricing strategy • Stock management of both warehouses and stores • Event management • Visual merchandising

Flagship store. • Demonstrated great performance by providing outstanding customer service and product knowledge while employing persuasive sales skills and multilingual fluency to close the sales cycle. • Become one of the top salespersons in our store by recording top conversion, UPT and/or average sales per hour statistics monthly. My best record is to be the best seller of the month by reaching 196% of my sales goal. • Enhanced repurchase behaviour through "thank you notes" and post-purchase clienteling.

Flagship store. • Developed multitasking skills in a competitive and fast-paced environment. • Leaded cross-selling by fully understanding customers' needs and wants, and providing valuable suggestions. • Exceed collective sales goal monthly by 120%-150% through team work and promotion tactics.

Outlet Store. • Developed multitasking skills in a competitive and fast-paced environment. • Leaded cross-selling by fully understanding customers' needs and wants, and providing valuable suggestions. • Exceed collective sales goal monthly by 120%-150% through team work and promotion tactics.

• Exchange Programme