Ada Chan

Aesop (Part of L'Oréal Group) • Leading the alignment of digital commerce operations and regional ways of working across North Asia following Aesop's integration into L'Oréal Group. • Designing and implementing governance frameworks to align market operations with global standards while maintaining local agility and brand integrity. • Leveraging commercial and operational performance insights to improve prioritization, resource allocation, and execution effectiveness across China, Japan, Korea, Taiwan and Hong Kong. • Acting as a key bridge between regional markets, global brand teams, and group functions to drive alignment within a highly matrixed operating environment. • Supporting the synchronization of commercial initiatives, digital capabilities, and operational processes to ensure consistent execution across the region.

Aesop -Led regional omnichannel transformation initiatives, including remote selling and clienteling capabilities across APAC markets, strengthening customer engagement and commercial scalability. -Coordinated governance across Legal, Cybersecurity and Enterprise Architecture teams to ensure digital initiatives met compliance, scalability and operational requirements. -Developed business cases and investment proposals to secure funding for scalable digital initiatives with measurable commercial impact. -Established regional operating frameworks and standardized digital processes to improve governance, stakeholder alignment and execution efficiency across markets. -Partnered with cross-functional leadership teams across APAC to deliver transformation initiatives balancing commercial objectives, customer experience and long-term operational sustainability.

• End-to-End Market Launch: Solely responsible for the comprehensive market entry of the brand into China via Tmall Global, managing everything from entity setup and product positioning to commercial launch. • Total P&L Accountability: Managed the entire financial lifecycle, including sales forecasting, marketing budget allocation, and ROI optimization, ensuring lean and profitable operations. • Product & Brand Localization: Defined the product development roadmap and brand messaging specifically for the China market, ensuring cultural relevance and competitive edge in a high-growth landscape. • GTM & Lifecycle Marketing: Designed and executed the full Go-to-Market strategy, focusing on high-impact customer acquisition and retention frameworks through data-driven digital marketing. • Operational Orchestration: Navigated all operational pillars independently, including logistics coordination, platform management, and stakeholder communications to deliver business objectives.

Bronze award: Best e-Commerce Retail -APAC e-Commerce Rollout (Dedicated to New Balance) • Strategic eCommerce Transformation: Led the end-to-end digital transformation of New Balance’s online presence, pivoting the platform from a static brand catalog into a high-conversion transactional eCommerce engine. • eCommerce Business Incubation: Spearheaded the 0-to-1 setup of the eCommerce department, scaling the function from a solo operation to a high-performing dedicated team. • Operational Governance & SOP Development: Authored and implemented comprehensive Standard Operating Procedures (SOPs) for omnichannel operations and customer service, ensuring a scalable and standardized service model. • Full-Stack Digital Strategy: Developed and executed integrated digital marketing and growth strategies to drive site traffic and optimize conversion rates for the newly launched eCommerce platform. • Strategic Client Leadership: Acted as a key business partner to New Balance stakeholders, aligning technical infrastructure with commercial objectives to deliver long-term ROI.

Cole Haan and Kenneth Cole Greater China distributor: Sitoy Group Holdings LTD • Multi-Brand Market Launch: Spearheaded the successful launch of Cole Haan and Kenneth Cole on Tmall (Domestic & Global), taking full ownership of the digital market entry strategy for Greater China. • Regional Expansion & Scalability: Orchestrated the regional rollout of both brands across Hong Kong and APAC markets via strategic partnership with Zalora, while launching the Cole Haan dedicated brand site in Hong Kong. • Performance & Growth Strategy: Engineered digital marketing and growth frameworks, including high-stakes Tmall Campaign planning and data-driven optimization to drive commercial KPIs. • Omnichannel Innovation (O2O): Designed and implemented the operational flow and procedures for Cole Haan’s O2O initiatives, seamlessly integrating digital platforms with physical retail stores to enhance the consumer journey. • Global Stakeholder Leadership: Acted as the primary strategic link between the Greater China distributor and US Global Management, providing monthly/bi-weekly performance reporting and strategic alignment to US Top Management. • Operational Governance: Managed daily operations with Tmall Partners (TP), overseeing end-to-end order fulfillment, customer service excellence, and logistics returns to maintain high brand standards.

• Pioneering Regional Setup: Acted as a strategic self-starter to independently establish and lead the eCommerce function in Hong Kong, managing remote reporting lines to regional leadership in Mainland China. • Operational Excellence & Cost Control: Optimized regional supply chain frameworks and successfully reduced logistics operational costs by 80% through the strategic research and appointment of new warehouse partners. • Target-Driven Commercial Growth: Consistently outperformed commercial objectives, achieving 70% of the year-round sales target within the first 6 months. • SEA Market Entry Preparation: Spearheaded the strategic research and initial market entry framework for Southeast Asia (Lazada); completed comprehensive operational readiness assessments and GTM planning to explore regional expansion opportunities. • Multichannel Strategy & Expansion: Developed growth strategies across brand sites and marketplaces (including HKTVmall); expanded partnership with Zalora to include both consignment and marketplace modules to optimize inventory turnover.

• Entrepreneurial Pivot & Branding: Spearheaded a successful business transformation, pivoting a niche Yahoo Auction online store into a recognized Hong Kong original-design fashion brand. • Commercial Value Creation: Orchestrated a comprehensive brand repositioning strategy that achieved a 250% increase in Recommended Retail Price (RRP) while simultaneously driving 250% growth in total sales. • Global Channel Expansion: Independently established and managed diverse sales channels across Mainland China, Macau, Taiwan, Singapore, and Australia, encompassing both online marketplaces and physical retail footprints. • Strategic Partnerships: Facilitated high-impact collaborations with mobile gaming platforms and charitable organizations, and represented the brand at HKTDC trade shows in China to enhance market penetration. • Multichannel Merchandising: Directed the end-to-end product lifecycle, from design and sourcing to regional distribution and retail allocation.