E-commerce P&L
China · Apparel & Sportswear · E-commerce Growth
E-commerce &Commercial Leader
A senior commercial leader with 15+ years of experience leading $100M-scale businesses, building multi-channel growth engines, and delivering brand, revenue, and profitability outcomes for Kontoor Brands, NIKE, and adidas.
01 / Selected impact
Operating at scale. Delivering growth.
From business strategy to platform trading, hero products to retail execution, I turn complex commercial systems into measurable growth.
Major platforms
Years of leadership
Hero-product growth
01
E-commerce at scale
Full P&L leadership for a $100M business across Tmall, Douyin, JD.com, VIP.com, Dewu, and Red.
02
Channel growth & category leadership
Doubled Douyin in 2024 and secured the #1 men's jeanswear ranking across key moments.
03
Hero-product lifecycle
Built an end-to-end operating model from planning through in-season trading; the top item exceeded 300,000 units and delivered 50× growth.
04
Retail execution at scale
A 450-door World Cup activation added 300 bps; a 1,600-door Running campaign contributed 30% of seasonal sales.
02 / Experience
Commercial leadership across brands, channels, and market cycles.
01
Kontoor Brands APAC
Lee · Wrangler · Helly Hansen
E-commerce Business Head, Lee & Wrangler China
Own full P&L for a $100M e-commerce business, delivering double-digit compound growth from 2023 to 2025 while upgrading digital brand presentation, traffic efficiency, and hero-product operations.
Interim Wholesale Business Head, Lee China
Redesigned governance, business reviews, and decision cadence through a leadership transition to secure annual revenue and profit delivery.
Strategic Commercial Planning Director, Asia
Partnered with Asia leadership on regional strategy, annual planning, and priority initiatives supporting continued growth and category leadership in China's denim market.
02
NIKE Greater China
Sales · Planning · Retail Brand
Senior Category Sales Manager, Football
Integrated product, distribution, marketing, and retail execution; led the 2018 World Cup activation and delivered 300 bps of incremental growth.
National Wholesale Business Planning & Development
Designed the store footprint strategy using macro trends, real estate supply, and location scoring, and built revenue forecasting models for key accounts.
Retail Brand Assistant Manager, Running
Elevated the Running consumer experience and led the 1,600-door cross-category FREE campaign.
03
adidas Greater China
Management Trainee
Management Trainee
Selected as one of 11 trainees from more than 10,000 applicants and completed cross-functional rotations in sales, marketing, and retail.
03 / Capabilities
Turning strategy into an operating system for growth.
E-commerce P&L
Clear operating rhythms built around revenue, profit, and platform productivity.
↗Growth strategy
Consumer, category, and channel insights translated into focused growth choices.
↗Omnichannel trading
Distinct channel roles across Tmall, Douyin, JD.com, and emerging platforms.
↗Product lifecycle
A repeatable model from planning and in-season trading through exit management.
↗Brand & retail execution
Brand strategy translated into premium digital experiences and scaled store execution.
↗Education
Shanghai University of Finance and Economics
B.A. in Statistics of Finance and Insurance · Honors · Top 10% GPA
04 / Get in touch
Let's discuss the next chapter of growth in China.
Open to conversations around e-commerce growth, commercial leadership, apparel, and sportswear opportunities.