Summary
Overview
Work History
Education
Skills
Honors And Awards
Languages
Programming And It Skills
Licenses And Registration
Timeline
Generic

Henry Shen

Kaohsiung City,KHH

Summary

Over 12 years of digital and information technology systems within pharmaceuticals, aviation, car rental & travel, and retail, having worked for high-profile companies in Amsterdam, Hong Kong, Taipei, Shanghai, Sydney, Melbourne and Riyadh. I am an eCommerce professional with a business and IT background. As well as a software developer who is meticulous in UX/UI and can develop in HTML&CSS, ReactJS, NodeJS and other programming languages. Passionate about user experience interface and have demonstrated strong market sense combined with creativity and leadership skills in past experiences. Studied from the top universities in Australia and New Zealand, and also completed an MBA degree in the Netherlands. Fluent in English and Mandarin Chinese, and conversational French.

Overview

14
14
years of professional experience

Work History

Global Operations and Sales Campaign Senior Manager

Riyadh Air
Riyadh
06.2024 - 06.2025
  • Company Overview: Start-up airline based in Saudi Arabia.
  • Brief and manage the relationship with third party agencies from digital creative to IT agencies, including Publicis, Havas, IBM, Accenture etc.
  • Manage brand campaigns, tactical campaigns, product launch, multiple destination campaigns. Steer end-to-end planning, secure assets, social, media, and implementation of campaigns from self creation, briefing, to creative development, media plans, production, and performance analysis, and reporting for global markets.
  • Ownership of all sales related assets & components on eCommerce platforms (web & mobile). Construct user experience journey on eCommerce platforms, including the flight booking engine flows from search to confirmation.
  • Manage content management systems (CMS) and also self-coded CMS for other small applications using ReactJS and NodeJS (Frontend and backend JavaScript respectively).
  • Set up email re-targetting strategies along booking journey.
  • Design email templates and features, coded in HTML & CSS allocated to various touchpoints during the user experience journey to optimise transactions.
  • Main tester in the sales department for user acceptance testing on websites and mobile. Manage communication and bug fixes via JIRA & Confluence. With background in programming languages, I performed robust testing on UAT provided.
  • Set up the procedures and operation flows from the web and mobile, in order to execute sales campaign across markets on a global scale via Adobe Workfront integration.
  • Owner and set up Adobe Journey Optimizer, Twilio, Brevo for all email campaigns.
  • Plan all sales campaigns on a calendar scale in each quarter from Q3 2025 to Q4 2026 with innovative out-of-the-box ideas to extract loyalty members, brand awareness and revenue generation.
  • Developed an online tool that registers all various campaign types, user segmentation, markets, objectives, and store them as a library. Integrate this tool with Adobe Workfront.
  • Data & Analytics: Design Dashboard for sales campaign, with important data sets, such as ROAS, total revenue, incremental revenue, channel share, impressions, conversions, tracking CIDs via Power BI.
  • Developed a digital briefing form tool, an omniplanner, for stakeholders to submit a campaign initiative, to collectively be managed in synchronization and coordinations of various campaigns for launch in ReactJS and NodeJS (JavaScript).
  • Start-up airline based in Saudi Arabia.

E-commerce Omnichannel Engagement Manager

Sanofi
Sydney
05.2021 - 06.2024
  • Project management and delivery of e-commerce portal for Sanofi Vaccination products targeting for direct and indirect channels: pharmaceutical and surgical wholesalers, pharmacies, federal and state government, and corporates in Australia.
  • Main technical expert for development, staged and production environments with scenarios, edged cases and server trouble shooting.
  • Website owner of the new e-commerce portal sanofiaccess.com.au in terms of contents, PDF attachments, images, eDM, rep and territory mapping, pricing, exclusion list, customer groups and season control.
  • Code in HTML & CSS, JavaScript for eDM implementation of all email templates in the online registration and purchasing cycle. Ensure brand guidelines and contents are pre-approved.
  • Technical communication with engineers based in Europe and India for implementation and troubleshoot data loss in the backend servers.
  • Manage content and credentials for stakeholders via SAP Backend CMS.

Digital Sales & Partnerships Manager

Delta Air Lines
Shanghai
04.2019 - 01.2020
  • Forecast & incentive programs for OTAs and contact call center based on YoY performance, load capacity, seasonality, market size, external environment, competitor fund analysis, and etc.
  • Database modelling using MySQL language, Adobe Analytics, and Tableau to capture data of fundamental key drivers in order to interpret data to reporting.
  • Provide product development advice, analyse, review and assess performances.
  • Project: Delegate between DL HQ and local OTA/ OTPs to standardize ATPCO next-generation storefront 6-star standards IT integration via Travelfusion with Route Happy.
  • Project Management of Delta mini program on Wechat with direct integration issues on e-ticket loading and Wechat payment.
  • Completed the IT Integration (not via FareLogix) of Fliggy (Alibaba OTA arm) flagship store in 3 months, where this project dragged for over 3 years with minimal progress.
  • Work with Distribution team in HQ to monitor OTAs and Metasearch engines are complying to Delta protocol. Manage blacklist and engage diplomatically with vendors.
  • Offshore Call Center team management (direct offline channel), gather feedback on IT payment issues impeding Delta One transactions. Escalate with IT team.

Digital Engagement Manager

Priceline Pharmacy
Melbourne
07.2017 - 02.2019
  • Lead online commercial action plan for the country & ensures merchandising calendar is aligned with local plans.
  • Provide regular reporting & feedback to illustrate current state of key e-commerce performance statistics. Work closely with cross-functional teams to deliver new product initiatives.
  • Assist where necessary in daily activities of e-commerce team including using content management systems to develop and maintain the company websites.
  • Ensure all content delivered via e-commerce channels is accurate and conforms to internal standards and legal requirements.

E-commerce Manager

Emirates Airline
Sydney
03.2016 - 08.2016
  • Implemented marketing/ sales plan to increase new inbound businesses to support revenue target. Sales have increased between 50-200%+ vLY (YoY) on a monthly basis, exceeding target.
  • Partnership: Booking.com, The Palm (Atlantis) and Jumeirah in Dubai, Accor Group in France, insurance, Chamber of Commerce, Sky City etc.
  • Strategize the deployment of eDMs (emails), and the selection of destination featured fares display, the implementation of sale callout lifecycles/ dispatch and the launch of special offer microsites.
  • Set up new online payment gateways (POli Pay) on emirates.com.
  • Produce an accurate weekly and monthly sales report to key stakeholders on a regular basis. Respond to questions for further explanatory requests, if needed.
  • Loyalty Program: Put forward proposals with Citibank on co-branded credit card acquisition and customer engagement campaigns based on Blue, Silver, Gold and Platinum membership tiers with differentiated rewards and products.

E-commerce Commercial IT Manager

V Air
Taipei
05.2014 - 01.2016
  • Set up www.flyvair.com and its IT infrastructure within 6 months before to airline official launch.
  • Manage and work with digital agencies and cross-functional teams of developers, UX/UI designers to effectively execute the design and reinforce online strategies of the website.
  • Evaluate performances on web traffic, using Google Analytics and other solution tools.
  • Perform A/B split testing on control against variants to determine conversion rates in terms of conversion goals, e.g. IBE flow clickthrough, newsletter subscription, country sites and etc.
  • Manage the CMS for the creation, editing and termination of contents.
  • Monitor performances on web traffic, using Google Analytics and Google Ad word selection.
  • Held an annual budget of USD 400,000 for digital and offline media assets.
  • Designing testing components and perform UAT for system and infrastructure upgrades/ changes in test and production environments.

E-commerce (E-Creative) Project Manager Asia Pacific

Air France KLM
Amsterdam
06.2011 - 04.2014
  • Lead digital projects in APAC. Responsible for implementing campaigns via klm.com, social media and email marketing across 14 APAC markets (Greater China, South Korea, Japan, Thailand, Vietnam, the Philippines, Malaysia, Singapore, Indonesia, India, Australia and New Caledonia).
  • Monitor campaigns and do reporting: Campaign Costs, Revenue, Bookings, AOV, CPA, ROI, Clicks, and CVR%. Evaluate and draw conclusions from data related to user behavior.
  • Achieved an increase of up to 400% in fan numbers across social media platforms and attained targets for 13 out 14 APAC markets within approved Ad budget.
  • Newsletter Re-targeting: Re-design digital layout of newsletter format. Recruited well-known Kiwi travel blogger, Blogger at Large, to provide inspirational destination contents.
  • Project Research: Identification of improvements of the KLM E-sales and strategies to optimize income in the direct online Channel in China.
  • Use available tools, market intelligence, sales data and internal reporting to measure, report and interpret on market activity, web performances and IBE funnel analysis.

Education

Master of Information Technology -

University of Melbourne
Melbourne, Australia
03.2020

Master of Business Administration -

Tilburg University
Utrecht, Netherlands
12.2011

Skills

  • Content Management
  • Digital Marketing
  • Facebook Ads
  • Cross-cultural communication
  • Brand Management
  • Customer Relationship Management
  • Agile Project Management
  • Budget Management
  • User Interface/ User Experience
  • Website Design
  • Data Analysis
  • Payment Gateways
  • Email newsletter Marketing
  • Programming & IT Skills
  • HTML & CSS
  • JavaScript
  • ReactJS
  • NodeJS
  • Expressjs
  • MongoDB
  • MySQL
  • SAP
  • Adobe Photoshop
  • Adobe Dreamweaver
  • MS Virtual Studio Code
  • Google Analytics
  • Google AdWords
  • Adobe Analytics
  • Tableau
  • Micro Strategy
  • JIRA & Confluence
  • Joomla
  • Tridion
  • Amadeus
  • Mercator
  • Delta Term
  • Bootstrap
  • SMS Marketing (Twilio)
  • Email Marketing (Sendgrid & SIB)
  • Email and SMS API Integration

Honors And Awards

  • Co-winner of 1st Prize for Most Creative Game Design in Bangkok Ecommerce Conference 2012
  • TiasNimbas Business School Fee Deduction Scholarship and Full Accommodation Scholarship

Languages

  • English, Fluent
  • Mandarin Chinese, Fluent
  • French, Conversational (B2)
  • Dutch, Basic (A2)

Programming And It Skills

  • HTML & CSS
  • JavaScript
  • ReactJS
  • NodeJS
  • Express.js
  • MongoDB
  • MySQL
  • SAP
  • Adobe Photoshop
  • Adobe Dreamweaver
  • MS Virtual Studio Code
  • Google Analytics
  • Google AdWords
  • Adobe Analytics
  • Tableau
  • Micro Strategy
  • JIRA & Confluence
  • Joomla
  • Tridion
  • Amadeus
  • Mercator
  • Delta Term
  • Bootstrap
  • SMS Marketing (Twilio)
  • Email Marketing (Sendgrid & SIB)
  • Email and SMS API Integration

Licenses And Registration

  • Australian NSW Driver's License
  • Taiwan Driver's License

Timeline

Global Operations and Sales Campaign Senior Manager

Riyadh Air
06.2024 - 06.2025

E-commerce Omnichannel Engagement Manager

Sanofi
05.2021 - 06.2024

Digital Sales & Partnerships Manager

Delta Air Lines
04.2019 - 01.2020

Digital Engagement Manager

Priceline Pharmacy
07.2017 - 02.2019

E-commerce Manager

Emirates Airline
03.2016 - 08.2016

E-commerce Commercial IT Manager

V Air
05.2014 - 01.2016

E-commerce (E-Creative) Project Manager Asia Pacific

Air France KLM
06.2011 - 04.2014

Master of Information Technology -

University of Melbourne

Master of Business Administration -

Tilburg University

Similar Profiles

CREATE PROFILE
Henry Shen