Head of D2C Operations & Innovation at Samsung Electronics Hong Kong. 13+ years building and scaling digital commerce — from agency-side eCommerce consulting for global brands to leading D2C platform innovation and AI-powered operations at Samsung.
Strategy through execution.
Lead the Hong Kong Direct-to-Consumer operations and innovation team, driving strategic initiatives and operational excellence for Samsung's online business. Design, implement and optimize cutting-edge technologies — including AI-powered tooling — on the D2C platform. Identify and execute process improvements that lift operational efficiency, customer satisfaction, revenue and profitability, and spearhead cross-functional projects that deliver synergistic business outcomes.
Led the eCommerce service team helping brands set up and grow their online businesses: consultancy, store setup and enhancement, and conversion-focused digital advertising. Managed multi-year client relationships and guided customers' end-to-end digital strategy across industries including eCommerce, education services and trade events.
Product and business development for a mobile commercial platform on tablets and smartphones — streamlined the engagement model for newly acquired customers and strengthened the company's business-plan value proposition.
Management trainee rotated through LF Logistics, then Senior Supervisor in Supply Chain Solutions based in Kuala Lumpur — supply chain and business analysis for a global sourcing and logistics group.
Where I create the most value.
Applying AI and agentic tooling to real business operations — from internal automation and conversational AI to data-driven process improvement. Formally certified in agentic AI architectures and enterprise applications.
End-to-end ownership of direct-to-consumer businesses: platform, customer experience, operations, and the revenue levers that connect them. A decade agency-side, now brand-side at global scale.
Project and stakeholder management across departments, regions and vendors — turning ambiguous innovation mandates into shipped, measurable outcomes.
Career built across Hong Kong and Malaysia. Native Mandarin, professional English, Cantonese and Malay, plus working Japanese — effective with teams and customers across the region.
Certifications and languages.
Open to conversations about D2C strategy, AI in operations, and digital commerce in Asia.