Hafiz Saleh
Business Development Professional
Summary
Hafiz Saleh is a seasoned professional with a proven track record in managing businesses, driving revenue growth, and optimising operational costs. Known for his dynamic leadership and strong communication skills, he excels in fast-changing business environments. With extensive expertise in business strategy, digital products, and leadership, Hafiz effectively enhances customer engagement and manages country level P&L. As a dynamic commercial leader and influential motivational leader, he has demonstrated strong communication and leadership skills within the Leadership Team and Country Leadership Team settings. A consumer advocate, he excels in product and marketing strategy, focusing on the customer journey and developing a product roadmap for digital and B2B2C business models. He is well-versed in stakeholder management and problem-solving, with a strong affinity for Singapore's marketplace.
Overview
12
12
years of professional experience
2
2
years of post-secondary education
Work History
Head of DTC & eCommerce SEA
Paula's Choice
10.2022 - 01.2024
- Oversaw end-to-end DTC and e-commerce operations across five Southeast Asian markets, managing sales performance across brand.com and key marketplaces (Lazada, Shopee, and Amazon).
- Led a cross-functional team of e-commerce specialists, customer service representatives, logistics personnel, IT professionals, and data analysts, ensuring operational excellence, a seamless customer experience, and commercial growth.
- Developed and executed regional digital commerce strategies to drive topline revenue, increase customer lifetime value (CLV), and enhance conversion across all platforms.
- Presented monthly performance reviews to U.S.-based global leadership, including the Group CEO, Unilever CFO, and regional GMs, delivering actionable insights, performance diagnostics, and growth recommendations.
- Collaborated closely with internal departments (brand, product, finance), and external marketplace partners to plan and execute major campaigns, new product launches, and promotional initiatives.
- Utilized data analytics and market insights to guide pricing, assortment, promotional, and UX strategies, while optimizing performance marketing investments.
- Championed a customer-first approach, continuously improving service KPIs, delivery experience, and post-purchase support to build brand loyalty and trust.
Business Development Lead
ShopBack Singapore
10.2022 - 01.2024
- Led a team of dedicated business development personnel covering the Retail, F&B, and Services sectors, driving strategic acquisition, and long-term merchant relationships.
- Spearheaded merchant acquisition efforts across key verticals, expanding ShopBack’s merchant network and category presence.
- Developed and executed B2B2C marketing campaigns and loyalty program collaborations, enhancing consumer engagement and repeat transactions.
- Partnered with merchants to co-create co-branded marketing activations, driving awareness, conversions, and mutual brand equity.
- Managed P&L performance for merchant accounts, optimizing incentive structures, negotiating commercial terms, and ensuring profitability.
- Acted as the central liaison between internal stakeholders (marketing, product, operations), and merchant partners to deliver integrated, performance-driven campaigns.
Head of BD & Account Management (FMCG)
Lazada Singapore
11.2020 - 10.2022
- Led the FMCG category's business development and account management team, overseeing revenue growth, category health, and strategic brand partnerships.
- Drove key brand acquisition efforts, securing major FMCG players to strengthen category presence and assortment across the platform.
- Owned end-to-end account management, including Joint Business Planning (JBP), promotional strategy, and sales forecasting with top-tier brands.
- Led the commercialization of Lazada Sponsored Solutions, Live Commerce, and online/offline advertising spaces, delivering value-added solutions to brand partners, and driving incremental revenue.
- Collaborated cross-functionally with marketing, operations, and analytics teams to optimize campaign performance and category share.
- Managing internal stakeholders with monthly performance meetings with the Group CEO, COO, CFO, and CD, and providing clear directions and strategies on future plans.
Manager - Omnichannel
CapitaLand
03.2016 - 11.2020
- Led a cross-functional Omnichannel department, overseeing business development, account management, logistics, customer service, and marketing to drive seamless integration between online and offline retail.
- Spearheaded the NomadX project at Plaza Singapura—a first-of-its-kind experiential retail concept offering click & collect, home delivery options, and event space for emerging brands to launch products and engage consumers.
- Accountable for full P&L ownership, including budget planning, cost control, and revenue generation across omnichannel initiatives.
- Regularly presented financial performance and business updates to senior leadership and board members (Group Chairman, CEO,CFO,CTO), providing insights and recommendations to drive growth and efficiency.
- Negotiated advertising space deals with retail mall operators to increase visibility and sales for e-commerce merchants on CapitaLand’s platforms.
- Appointed to the Bugis Street redevelopment task force, where I led merchant renewal negotiations and strategic planning for retail space revitalization.
Digital Marketing Lead
To The New
06.2012 - 03.2016
- Led end-to-end sales processes for IAAS and SAAS solutions, pitching innovative digital marketing ideas and technology-driven solutions to prospective brand clients.
- Delivered persuasive presentations and proposals directly to C-suite executives, tailoring solutions to align with strategic business goals.
- Managed project execution from onboarding through delivery, ensuring timely implementation and client satisfaction.
- Developed and maintained strong client relationships, identifying opportunities to upsell additional services and solutions to existing accounts, driving incremental revenue growth.
- Collaborated closely with cross-functional teams including creative, technical, and analytics units to ensure seamless project delivery and client success.
Education
Bachelor of Arts - Communication Media Studies & Public Relations
Murdoch University
Singapore 04.2011 - 01.2013
Skills
- B2B2C business model
- Stakeholder management (C-suite executives)
- Salesforce, WooCommerce, Shopify & Magento
- P&L Management
- Department & Resource Management
Timeline
Head of DTC & eCommerce SEA
Paula's Choice
10.2022 - 01.2024
Business Development Lead
ShopBack Singapore
10.2022 - 01.2024
Head of BD & Account Management (FMCG)
Lazada Singapore
11.2020 - 10.2022
Manager - Omnichannel
CapitaLand
03.2016 - 11.2020
Digital Marketing Lead
To The New
06.2012 - 03.2016
Bachelor of Arts - Communication Media Studies & Public Relations
Murdoch University
04.2011 - 01.2013
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