Digital leader with 15 years experience in executing ecommerce & digital strategy and solutions for
multinational brands at a global level. Well-versed in tech ecosystems, omnichannel retail, and localization with
a strong brand and product sense. Agile, innovative, and always curious problem solver.

? Improved China FY21 demand sales by +192% vs LY, +230% in conversion, and improvements in quality of sales KPIs
? Successfully launched Ralph Lauren Hong Kong flagship (Oct '20) with storefill model and omnichannel functions through rapid development and close collab between remote teams
? Developed and executed WeChat Mini-Programss for eGift Cards, retail referral selling, and
private (outlet) shopping; established and migrated all SAs and VICs to RL WeChat Work to create further synergy with official account's omni-ecosystem
? Introduced Smart Retail (including RFID mirror and dedicated Mini-Programs) in China flagship
brick & mortar leveraging Tencent's technology, partnering with tech, marketing, and retail
operations functions
? Full DTC Greater China P&L ownership and sales planning, forecasting, and budgeting
maintenance with Fin Planning team and ongoing sales performance reporting
weekly/monthly/quarterly to executive leadership
? Built 360 digital plans (owned and paid channels) and consumer journeys to support global
and local content & merchandising strategy, ensuring activities support regional moments and product launches (e.g. Limited Edition drops) with brand fluidity
? Oversaw day-to-day in-house & 3rd party ecom operations efforts including web dev, content
production, site merchandising, and logistics operations teams
? Owned, planned, and prioritized product features and initiatives roadmap all digital properties;
analyzed business opportunities and site performance and translated to user stories and biz
requirements for new features; championed brand elevation strategy while advocating optimal
UX/usability and conversion improvement
? Negotiated performance marketing agency agreements and execute to plan; optimize SEO
with agency and technical teams resulting in strong SEM ROAs (3.5 - 5.2 in FY21)

Director, DTC E-Commerce

? Program and Product managed APAC digital DTC and partner portfolio:
o Managed re-launch of Ralph Lauren Japan ecommerce site with local service providers
(Summer 2020)   o Led the end-to-end implementation of Ralph Lauren China vertical ecom site and WeChat Mini-Programs shop (Fall 2019)
o Engaged with service partners to establish and maintain key shops on TMall, JD,
Zozotown, Zalora, Isetan, Takashimaya, Shinsegae, The Iconic, HBX, and Myntra
+852 6658 8286	yingcen21@gmail.com	linkedin.com/in/yingcen/

o   Carried out first launch of online CYO (create your own) product customization platform
with multi-vendor solution in Asia Pacific region
?   Partnered with global and regional leadership to plan and execute strategic new business,
omnichannel, innovation (e.g. product customization and authentication), and mobile/social
commerce (WeChat Mini-Program, Kakao Shop, Instagram/Facebook Shopping) opportunities
?   Evaluated new digital initiatives and feasibility studies, taking into consideration local market
needs, compliance & security implications, budget and resources and provided tech solution
recommendations to business stakeholders
?   Defined and executed retail, product, content and marketing/social strategies with global and local leadership and cross-functional stakeholders, and form digital roadmap based on ROI,
budget, development effort, and resource plans
?   Built and cultivated effective UI/UX design, production, and front/backend tech talent direct
reports to support growing ecom business (30+ partners)
?   Established and improved design production, content management, QA, and tech operations
and processes between internal cross-country teams and external vendors
?   Solidified relationships and negotiated terms with technical 3rd parties for optimal services

Director

? Key Accounts: Bloomberg Foundation, C40 Cities, The Daily, Kashi, Pepsi, Samsung
? Headed full site re-designs including C40Cities.org and Bloomberg.org
? Managed the Kashi AOR account ($3MM) with support from cross-country teams
? Produced various digital-centric projects (brand social media management, Facebook apps, online media banners, videos content, data viz, WebGL infographics, and large site re-designs)
? Authored Statements of Work, Work Authorizations, InProduction, and Purchase Orders for projects and New Business pitches with input of cross-departmental leads
? Developed a new company-wide QA process with QA department and introduced workflow to all teams

Senior Producer

? Key Accounts: AnOther Mag, David Yurman, La Perla, Movado, Stella McCartney, TMag
? Managed all David Yurman DTC e-Commerce projects as their AOR ($1.2MM per annum)
? Launched multi-language global sites on proprietary ecom platform solution
? Worked closely with various luxury fashion brand teams to maintain site content,
enhancements, and runway updates
? Outlined business objectives, gathered technical requirements, and produced CMS training
manuals

Senior Associate Producer

Key Accounts: SONY Electronics (HDNA, Blu-Ray, VAIO, Cybershot, Corporate, and B2B)

Senior Digital Media Strategist

Key Accounts: Bristol-Myers Squibb brands, Local Broadcast (Ford, Six Flags, HSBC)

Senior Digital Associate, Media Planning

Find out detailed information about Ying Cen,  

Ying Cen:

Ying Cen

RALPH LAUREN

APAC Digital & Ecommerce Technology

THE BARBARIAN GROUP

CREATETHE GROUP

UNIVERSAL McCANN

MINDSHARE INTERACTION

COLUMBIA UNIVERSITY