Doryne Phuah

Highlights

• Drive double digit growth of Ecommerce and Omnichannel Sales
• Drive SEA and Australia Omni Channel adoption and usage to be top two region on global level
• Formulate 360 ecommerce and omnichannel sales roadmap and strategy for the region
• Successfully launched Australia, Singapore and Malaysia Ecommerce website and fulfillment center
• Roll out omnichannel function which includes Pick Up In Store, Buy Online Return In Store, Buy Online Exchange in Store for the region, store reservation for the region
• Launch Apple Pay for the region
• Set up Client Service Hub for SG, MY, AU, TH, PH, VN
• Roll out Post Delivery and Return outreach for Client Service Hub

Sales

• Formulate sales strategy and responsible for sales target
• Day to day sales monitoring

Operation

• Daily order fulfillment monitoring
• Review performance of order fulfillment team & SLA monitoring
• Liaising with Logistic and Merchandising on stock status
• Courier Management
• Review payment method and payment testing
• Screening of fraud transaction
• Conversion Rate Optimization

Marketing & CRM

• Work on ecommerce commercial calendar
• Sharing of key products and best sellers for ads feature
• Planning of Newsletter Calendar according to local calendar
• Generate ecommerce CRM insights

Budgeting & Forecasting

• Set annual, monthly and daily sales target of ecommerce and omni sales
• Project roadmap

Business Review/Reporting

• Monitor daily e-business performance of the region
• Provide weekly sales and qualitative feedback to headquarter
• Share with headquarter on the up to date trend and news
• Provide Omnichannel sales report to retail operations
• Provide action plans in achieving sales and KPIs target

E-Merchandising

• Define merchandising plan by managing product launch plan and on site visual merchandising
• Stock strategy management by updating and maintaining merchandise catalogue on a regular basis
• Collaborate with Merchandising team on key launches/commercial initiatives/product push
• Support on buying by partnering with merchandising to Identify local online merchandise strategies
• Omni channel
• Collaborate with retail team to optimize sales opportunity and ensure a seamless shopping experience for clients
• Drive Omni mindset and omni adoption for retail team
• Provide training for retail team
• Support retail store on Omnichannel operation
• Prepare and distribute omnichannel newsletter; share on product focus, ecommerce exclusive and special initiatives

Marketplace Management

• Liaised with 3rd party platform

Project

• Collaborate with HQ IT on the back end of the e-commerce technical architecture
• UAT
• Any other ad hoc project

Client Services

• Manage Client Service Hub to ensure best shopping experience for both offline and online
• Generate leads to store and e-commerce sales
• Campaign ,post delivery and return outreach

Highlights for Overall Markets

• Key member of digital transformation for Charles & Keith from traditional retail business to digital focused
• Spearhead Charles & Keith business expansion for western countries by leading D2C, Wholesale, Marketplace business model based in London
• Manage P&L
• Set overall annual overall ecommerce sales target for Ecommerce business
• Formulate 360 strategy for business covering marketing, branding, inventory, supply chain, operation, payment, data, Customer Service, content
• Build, hire and lead London Office /team and 3PL from scratch

Key focused markets

• 2016: All international markets include Asia (exclude China), Europe, Oceania, and North America, Middle East, South Africa
• 2017: All international markets with Japan Ecommerce launch
• 2018-2021: Western markets (Europe, Australia, NZ, US, and Canada) with setting up of London office and UK warehouse with 3rd party logistic and localized website launch
• In-charged of ecommerce sales events which includes Black Friday Cyber Monday

Europe (Order fulfillment from UK warehouse)

• Full P&L responsibilities and key decision maker
• Work closely with Charles & Keith owners & senior management to grow Charles & Keith overseas ecommerce business expansion
• ·Posted to London (2018-2020) to spearhead Europe expansion and successfully launched the localized website and local order fulfillment from UK warehouse to 29 European countries
• Hire, build, lead and grow European team in London office
• Formulate digital focused strategy & business plan to create brand awareness, customer acquisition and website optimization
• Work on country business plan to drive efficiency, increase productivity of local team so that the required KPIs, revenue and profitability can be achieved for end-to-end process
• Work on business forecast, setting monthly & daily sales target, cost control and manage P&L
• Work cross functionally with IT, Finance, HR, Global PR, Global Inventory, Global marketing, Visual Merchandising, Supply Chain in HQ
• To lead negotiations & evaluate vendors’ performance include third party platforms for marketing, PR, 3PL, wholesale, marketplace, BI
• Work with agency for wholesale, marketplace launch in Europe, US, Canada, Australia for both online and offline

AU, NZ, CA& US (Order fulfillment from Singapore warehouse)

• Full P&L Responsibilities & Key decision maker of AU, NZ, CA & US ecommerce portfolio
• Provides directions for AU, NZ, CA & US ecommerce markets in a manner that drives efficiency and increases productivity so that the required KPIs, revenue and profitability can be achieved
• Works closely and coordinates with all stakeholders including operations, project management and IT teams to develop appropriate processes and resource requirements to achieve required results
• Responsible for service level planning and management
• Develops country plans, budgets, forecasts and results
• Develops business plan including the annual budget for AU, NZ, CA &US which will outline objectives, strategy, tactics and milestones to achieve overall financial goals for product sales, margin & operating income, as well as coming up with strategies on providing an excellent shopping experience.
• Stay abreast of the latest trends and insights in Ecommerce
• Works with stakeholders to improve, develop and advocate new digital, ecommerce strategy
• Team development
• Oversees the day-to-day planning and execution of content across the websites including product & promotional merchandising, online marketing campaigns, website design, customer service, web analytics, and web technologies
• Analyze and assesses the effectiveness of all Ecommerce operations and make recommendations for improvements
• Analyze web usage trends and improve or add functionality to web store platform
• Collaborates with global and local functional teams and business units to ensure smooth end-to-end execution of global and local initiatives
• Operational Excellence - Drives functions to achieve quality and on-time delivery metrics. Ensure commitments for functionality and innovation are delivered timely within the budget

• Establish road map for Payment & Fraud prevention regionally
• Driving the payment strategy by improving the performance of existing payment methods to maximize sales revenue
• Evaluating new payment methods that prove to have incremental value in customer acquisition and market expansion
• Rates negotiation for cost reduction
• Build and maintain relationships with external stakeholders (Payment solutions provider, banks and law enforcement units)
• Manage fraud prevention team & Chargeback team for credit card, Paypal, Bank Transfer and Cash On Delivery (COD)
• Conduct payment and fraud induction for Zalora new hires
• Coach fraud analysts, refund and customer service agent pertaining to payment process
• Analyze and prepare monthly and adhoc reports according to business requirement
• Work with Product Management team for order process flow
• Work cross-functionally with marketing, PR, CRM, financial planning, product, customer experience/service, operation, warehouse, marketplace for optimization or market expansion, process improvement, cost reduction, customer experience enhancement
• Work with Card Scheme to develop solution for ecommerce payment and delivery
• Country coverage: Singapore, Malaysia, Hong Kong, Vietnam, Philippines, Thailand, Indonesia, Brunei, Taiwan, Australia
• Panel speaker for Cybersource conference

• To set up fraud control process for online hotel portfolio
• To monitor card payments received through online payment facility
• To check for fraudulent activity based on the data used during the payment process
• Investigation of suspected fraud transactions
• Handle chargeback and enquiries from the card issuers and payment gateway
• Provide reports on fraud cases and loss analysis
• Maintain blacklist and whitelist
• Develop and maintain risk parameters within fraud control system
• Work with regional sales & customer support (Thailand, Malaysia, Indonesia, Philippines, Singapore) on online payment issues
• Work with Finance team and Citibank on Virtual Credit Card payment
• Reconciliation of account payable

• To review transactions via fraud alerts generated and thoroughly investigate all fraud or potential fraud cases
• To contact cardholder for transaction verification
• To interview suspects of fraudulent case and collect evidence
• To review reports for fraud possibilities such as Common Point of Purchase (CPP) analysis
• Ensure that all fraud findings are feed backed to relevant departments so that current procedure can be refined to prevent recurrence
• Ensure that all incidents of fraud are reported to the relevant departments or authorities
• To prepare charge off report for all confirmed fraud cases
• Liaise with Compliance team and Commercial Affair Department (CAD)/police for fraud cases
• Assist in the preparation of fraud related reports and manage watch list
• Manage portfolio of Card Not Present, Counterfeit, Lost/Stolen card, Fraud Application, Non-receipt Issued fraud
• Assist in coaching new staffs
• Work independently as well as be a team player to mitigate risk
• Ad Hoc projects include system migration/internal staff training
• Attend monthly Card Security Group (CSG) meeting and prepare monthly fraud trend

• Risk management team member for fraud control centre of online travel portal, Zuji Travel to conduct fraud check for all credit card transactions (both air ticket & hotel) made through Zuji website or phone
• Identify and investigate suspicious bookings to prevent credit card losses
• To minimize the transactional risk associated with credit card payment and ensure the customers of secure online payment systems
• Conduct telephone verification with customers across the world especially for Hong Kong, Singapore and Australia markets
• Continuously analyze the trend of fraud transactions
• Work closely with bank’s authorization department for transaction checking
• Propose internal control measures
• Set up database on fraudulent credit card transactions
• Co-ordinate with Customer Service department and Zuji Ticketing Office in Singapore, Hong Kong and Australia to ensure customer's requests are fulfilled and fraudulent transactions are voided on time
• Assist in training of new staffs
• Cover team leader duty in his absence

• Handle incoming calls pertaining to credit card enquiries
• Liaise with different departments to fulfill customer's requests

• Evaluate and process new application of Personal Line Of Credit & Credit Card for Singapore market according to MAS guideline
• Revised credit limit for both temporary increase or permanent increase
• To detect fraud application and alert the direct supervisor for suspicious cases
• Ensure the performance level meets the SLA (Service Level Agreement) of the Singapore Operation Centre, HSBC Singapore
• Assist in training new staffs of the credit card team
• Cross training in Time Deposit, Account Opening & Closing departments