Cheng Wan Xing

Manager, O2O Engagement · Cocoba Pte Ltd (IRVINS) Apr 2021 – Present

• Own the full e-commerce P&L, budget and forecast across five channels; drove 5x revenue growth and multi-million-dollar online sales.
• Set channel-portfolio strategy on contribution-margin and profit-per-order (not GMV): take-rates, cancellations, price parity, D2C-vs-marketplace cannibalisation.
• Pioneered AI-driven operations: AI customer-service chatbots that lifted CS productivity 55%, plus AI live-streaming as a new always-on selling channel.
• Built AI-assisted analytics connecting live multi-channel, loyalty and marketplace data to LLM tooling (MCP), automating P&L reviews and weekly briefings.
• Launched new channels (TikTok Shop, WhatsApp Commerce, AI live-streaming) to 5% of e-commerce revenue within 6 months; scaled loyalty to 50K+ members.

Demand Generation Planning Manager · Lenovo Group Limited Jan 2020 – Dec 2020

• Planned e-commerce and campaign calendars for 6 Central Asia-Pacific markets, growing Lenovo.com demand generation.
• Revamped the Education Store UX across all 6 markets, hitting 150% of student revenue targets; cut design fees 50% QoQ.

Assistant Marketing Manager · Times Publishing Limited Oct 2018 – Dec 2019

• Led a team of 4 on e-commerce and omnichannel campaigns, generating the company's highest e-commerce revenue and traffic in 2018.
• Ran integrated O2O campaigns delivering >300% YoY sales growth, with 100% sell-through on ticketed retail events.

Assistant Online Marketing Manager · Challenger Technologies Limited Dec 2013 – Feb 2018

• Core pioneer of the Hachi.tech e-commerce launch, building assets and communities that generated >$50M sales and >$7M profit.
• Led a team of 3 on omnichannel campaigns and performance marketing (Meta, SEM), growing social to 50K+ followers.

Bachelor of Business (Marketing) · RMIT University 2010 – 2013