Steve Cheung

Lead product strategy and lifecycle management across multiple high-volume connectivity and accessory categories at Monoprice, a leading direct-to-consumer manufacturer and retailer of cables, electronics, and AV solutions. Key Responsibilities & Achievements: . Drive revenue and margin performance by setting and achieving category-level targets in collaboration with Management and Finance teams . Manage full product lifecycle from New Product Introduction (NPI) through End of Life (EOL), including portfolio optimization and gap analysis . Proactively identify and eliminate aging inventory while maximizing sell-through and maintaining strong profitability . Monitor market trends, supplier innovations, and competitor activity to deliver timely product revisions, updates, and new launches . Establish and continuously optimize pricing strategies to balance sales velocity, revenue growth, and target margins . Conduct ongoing competitive analysis of ecommerce and retail environments to ensure superior quality and pricing positioning . Partner closely with Purchasing, Sourcing, and Program Management to strengthen supplier relationships and ensure on-time delivery aligned with Product Requirements Documents (PRDs) . Collaborate with Design and Factory teams to refine products and packaging for better market fit and customer experience . Prepare budgets, break-even analyses, and financial evaluations for new development projects while actively reviewing P&Ls . Translate product concepts into detailed specifications, prototypes, and actionable release plans Additional Contributions: . Evaluate Monoprice website and suggest improvements for accuracy, UX & conversion . Partner with Marketing & Sales on promotions, new channels & strong USPs . Research trends to provide proactive insights to leadership . Support production ramp-up by identifying risks early . Own categories & supplier relationships for exceptional customer experiences

• Responsible for managing overall P&L, market share growth, ROI, margin, and macro inventory levels for Brand Categories such as PC Cases, PC Components, Servers Components, Smart Technology, and Home Appliances. • Develop an effective plan for each category line to meet achieved budgeted goals in sales, margin, operating profit, customer acquisition, repurchase, retention, and customer satisfaction. • Established guidelines and decisions to continuously capture market share quarterly. • Manage the entire category line life cycle from strategic planning to execution management, including tracking/exploiting market trends, technological advancements, and internal adjacencies and opportunities. • Develop product positioning and messaging that differentiates other competitors and their features across primary market segments. • Oversee the purchasing, marketing, and merchandising functions for each category's growth. • Coordinate with 3rd party e-Commerce partners to grow Brand sales and revenue, including Amazon, eBay, Walmart, and major marketplaces. • Work cross-functionally with various teams including Marketplace Category Managers to develop tracking, reporting, new executions, or other technical integration when necessary. • Develop supply chain inefficiencies i.e. inventory turns, reduction in customer returns, overstock, out-of-stock, and aging items.