Sharon (Xiaoying) Hu

Sales Growth | Brand Revamp | Cost Efficiency

Oversaw all e-commerce operations across China, driving strategic growth through channel consolidation, consumer engagement, and digital branding.

Reported directly to the Global E-commerce Director, APAC Brand CEO, and APAC Group CEO, aligning local execution with global directives.

Led cross-functional teams across sales, marketing, and operations to grow GMV from RMB 86M to 121M under challenging budget constraints.

Owned sales performance, livestreaming strategy, media spend, and revenue forecasting within a full P&L scope.

Key Achievements:

Channel Strategy:

Streamlined online presence by exiting low-margin stores (VIP, JD, Mini Program) while doubling down on TMALL and managing FARFETCH HK for international exposure and margin uplift.

Brand Transformation:

Revitalized brand image to target younger consumers, optimizing product architecture and visual storytelling; implemented demand-based fulfillment resulting in a 38% net sales lift and triple-digit new customer growth.

Efficiency-Driven Growth:

Delivered stable performance despite a 62% budget cut in 2024, enhancing repeat rates and ASP through CRM-driven engagement and disciplined spending.

Smart Inventory Control:

Cleared legacy inventory without harming brand value, enabling clean-season stock alignment and preserving a premium brand stance during all promotional periods.

Direct-To-Customer | Localization | User Experience

Launched and managed Net-a-Porter & Mr. Porter's direct-to-consumer (DTC) website and app in China, delivering a locally tailored experience.

Reported to the Performance Marketing Director and led a cross-functional team across all brand categories.

Delivered the localized website and native app on schedule in October 2021, coordinating closely with Tech, BI, Merchandising, Marketing, Customer Service, and Logistics.

Key Achievements:

Market Launch & Growth:

Built DTC channels from the ground up, growing from zero to RMB 156M in sales; successfully localized assortments, content, and engagement flows to reach 300K+ app users in the first year.

Operational Efficiency & Performance:

Developed SOPs for content, cross-selling and campaign flows; improved UV conversion from 0.89% to 1.56%, while increasing DAU through continuous iteration.

UX & Retention Strategy:

Led data-informed UX enhancements to raise 7-day retention from 28% to 34%; activated CRM and omni-stock features to reinforce long-term loyalty and brand equity.

Online Product Strategy | Greater China & Southeast Asia Markets | Omnichannel

Managed ZARA Kids’ digital assortment and operations across China and SEA markets, covering platforms such as official site, app, TMALL, Mini Program, and Live Streaming.

Reported to Global Section Coordinator and APAC E-commerce Head; led Kids section localizing product strategies and reaching sales volume 790M RMB.

Career Progression:

Senior E-commerce Product Manager | Nov 2019 – Jun 2021
E-commerce Product Manager | Aug 2017 – Oct 2019
E-commerce Product Supervisor | May 2015 – Jul 2017

Key Achievements:

Merchandising for Scale:

Delivered consistent double-digit sales growth by refining platform-specific visual merchandising and optimizing inventory rotations across seasons.

Forecasting & Growth Alignment:

Partnered with finance on revenue forecasting, achieving a 13.1% lift in 2020 seasonal sales.

Localization Strategy:

Increased online sales contribution from 31% to 42% by tailoring assortment mix to regional consumer behavior.

Insight-Driven Buying:

Provided consumer insights to HQ, improving buy accuracy and lifting special buy success rate from 59% to 64% YoY.

Responsible for online campaign and product central design planning, reported to E-commerce Brand Coordinator and co-worked with account managers and graphic design and retouching team for clients' e-commerce marketing proposal;

Investigated top competitors to understand the trends and demands of customer and ensure the product detail pages communicating efficient contents and information.

Responsible for store sales execution in Mens Section, reported to section responsible, coordinated with other section advisors for maintaining daily operation;

Offered proper customer services and followed seasonal visual merchandising guidance in store to assure shopping experience functioned and without missing sales opportunities.