CHOO WEI HONG (EDMUND)
Summary
Energetic business development professional driven to motivate and excite employees to reach optimum performance. Natural leader and complex problem solver. Experienced with product testing, management and development of new business opportunities.
Overview
7
7
years of professional experience
Work History
Business Development Manager/ Business Development Lead
Lazada Singapore
10.2024 - Current
- Assisted the Head of Business Development in co-leading a team of eight, overseeing seller segmentation, lead generation and assignment, which led to a 120% increase in seller acquisition and 80% GMV growth within six months.
- Analyze market trends, performance tracking, and competitor strategies to improve the work efficiency of the team.
- One of the strategies to increase acquisition count is to lead the 'LazIntro' livestream project to entice new sellers and boosting their revenue. This led to 60% weekly GMV growth and 20% increase in seller acquisition.
- - Conducted Value-Based Selling workshops to equip the Business Development team with key sales techniques tailored to Lazada’s objectives.
- - Onboarding of notable brands such as: RedMan, Haidilao Seasoning, Kim Choo, Prima Taste, RedMagic, Sake Inn, Salopnas and more.
Business Development Manager (Hybrid)
Lazada Singapore
01.2024 - 09.2024
- Contributed to the incubation of newly onboarded sellers, providing assistance in terms of platform, ensuring usage of tools, conducting business reviews with sellers and ensuring growth on a monthly basis.
- Collaborated closely with cross-functional teams, including product development, marketing, operations, and finance, to align business development initiatives with overarching corporate objectives.
- Monitored key performance indicators (KPIs) to gauge the efficacy of business development endeavors and incubation projects, fostering a culture of continuous improvement and iteration.
- Provided visionary leadership and mentorship to junior team members, instilling an ethos of innovation, collaboration, and perpetual learning within the organization.
Account Growth Manager/ Marketplace Campaign PIC
Lazada Singapore
01.2023 - 12.2023
- Designed and executed high-impact campaigns from concept to post-analysis, collaborating with CRM and external marketing teams to optimize merchandising, drive cross-channel visibility, and deliver data-driven performance improvements.
- Managed a portfolio of 30 accounts, consistently achieving 80%+ targets across GMV, orders, and IPVUV metrics through strategic activation planning and campaign optimization.
- Led flagship marketplace campaigns (“Shiok Local Day,” “Shiok Pasar Malam”) and sales tool initiatives, achieving up to 3× traffic growth, 5× PV uplift through strategic product merchandising, 120%+ order targets, and 80% GMV targets — contributing 20% additional seller revenue and enabling 30% of sellers to advance to their next growth stage.
Incubation Specialist/ LazMall Incubation Lead
Lazada Singapore
03.2020 - 12.2023
- Designed and executed onboarding and enablement programs for new sellers, accelerating their commercial performance through strategic campaign participation and tool adoption.
- Planned and managed end-to-end campaigns (mega events and BAU), including conceptualizing mechanics, curating merchandising, and optimizing post-campaign performance.
- Developed and delivered targeted online/offline engagement initiatives, aligning sellers with brand objectives and driving adoption of promotional opportunities.
- Conducted performance reviews and data analysis to identify growth opportunities, informing campaign strategies and improving ROI.
- Led a team of four BPO agents, ensuring KPI achievement, operational excellence, and high-quality seller support throughout campaign execution.
Ecommerce Merchandising & Marketing Executive
AC eShopping Pte Ltd | Aik Chuan Group
06.2019 - 03.2020
- Planned, conceptualized, and executed multi-channel marketing campaigns across major e-commerce platforms (Lazada, Shopee, RedMart, Amazon, etc.), driving sales growth and maximizing ROI.
- Managed end-to-end campaign processes, from merchandising and listing optimization to order processing and post-campaign performance reporting.
- Collaborated with cross-functional teams to optimize category traffic through email, paid search, affiliate marketing, and social media advertising.
- Created compelling digital content and ad creatives for Facebook, Instagram, Google Ads, and online marketplaces, ensuring alignment with brand and campaign objectives.
- Oversaw e-commerce ticketing and promotional campaigns for large-scale events (e.g., Legacy Festival 2019), liaising with multiple stakeholders to ensure seamless execution.
Senior Account Service Associate
Honestbee Pte Ltd
02.2019 - 06.2019
- Managed end-to-end partner merchant onboarding, providing coaching, technical support, and smooth transition from pre- to post-launch in collaboration with business development and account teams.
- Planned and executed onboarding schedules, technical runs, and operational readiness to ensure merchants were campaign-ready.
- Supported food catalogue and menu management, including updates, promotions, and campaign merchandising to align with marketing initiatives.
- Coordinated with operations, customer service, and merchants to resolve technical and operational issues, ensuring seamless order fulfillment and positive partner experience.
- Produced weekly operational reports, identifying issues and implementing process improvements to enhance merchant performance and campaign readiness.
Education
Bachelor of Commerce - Hospitality and Tourism Management, Marketing
Murdoch University
SIngapore02.2018
Diploma - Tourism and Resort Management
Singapore Polytechnic
SIngapore03.2014
Skills
- Team leadership
- Business development and planning
- Negotiations
- Business development
- Strategic planning
- Team collaboration
- Goals and performance
- CRM management
- Campaign support
- Metric monitoring
LANGUAGES
English and Chinese (written and spoken)
Timeline
Business Development Manager/ Business Development Lead
Lazada Singapore
10.2024 - Current
Business Development Manager (Hybrid)
Lazada Singapore
01.2024 - 09.2024
Account Growth Manager/ Marketplace Campaign PIC
Lazada Singapore
01.2023 - 12.2023
Incubation Specialist/ LazMall Incubation Lead
Lazada Singapore
03.2020 - 12.2023
Ecommerce Merchandising & Marketing Executive
AC eShopping Pte Ltd | Aik Chuan Group
06.2019 - 03.2020
Senior Account Service Associate
Honestbee Pte Ltd
02.2019 - 06.2019
Bachelor of Commerce - Hospitality and Tourism Management, Marketing
Murdoch University
Diploma - Tourism and Resort Management
Singapore Polytechnic
References
Available upon request
Availability
One month’s notice
PERSONAL QUALITIES
- Being a team player and passionate about work
- Willing to learn and a fast learner
- Innovative person who can adapt to new surroundings very quickly
- Unshakable resolve and level headedness
Similar Profiles
Ayton SeeAyton See
Key Account Manager - Associate at Lazada SingaporeKey Account Manager - Associate at Lazada Singapore
Daneswari MuthusamyDaneswari Muthusamy
OJT TRAINER WAREHOUSE at LAZADA SINGAPOREOJT TRAINER WAREHOUSE at LAZADA SINGAPORE
Chua Weilun (Waylon)Chua Weilun (Waylon)
Affiliates Partner Experience Lead at Lazada SingaporeAffiliates Partner Experience Lead at Lazada Singapore
SHYAMAL RANJAN WEEMANNASHYAMAL RANJAN WEEMANNA
Lead Business Development Manager for Sri Lanka and Maldives - Electrification Business Area Smart Building and Smart Power at ABB India Ltd & ABB Lanka (Pvt) LtdLead Business Development Manager for Sri Lanka and Maldives - Electrification Business Area Smart Building and Smart Power at ABB India Ltd & ABB Lanka (Pvt) Ltd
Taheri KothariTaheri Kothari
Business Development /Business Development Manager /Category Sales Manager at Fakhruddin General Trading | Dubai, UAEBusiness Development /Business Development Manager /Category Sales Manager at Fakhruddin General Trading | Dubai, UAE