Cherry YUEN SUM SIU
Adelaide,Australia
Summary
Results-oriented marketing professional with a proven track record in e-commerce, retail merchandising, and project management. Experienced in managing diverse portfolios, including fashion, e-commerce, and marketing campaigns. Skilled in data analysis, project management, and team leadership. Proven ability to drive sales, optimize operations, and deliver successful marketing initiatives in fast-paced environments.
Overview
14
14
years of professional experience
Work History
Marketing Project Manager
The Wod Life Pty Ltd
06.2023 - Current
- Successfully led marketing projects, ensuring timely delivery and meeting stakeholder expectations.
- Conducted data-driven analysis to optimize marketing strategies and improve results.
- Executed effective marketing plans that consistently exceeded revenue targets.
- Managed cross-functional teams and fostered a collaborative work environment.
- Increased brand awareness through strategic campaigns and consistent messaging.
- Streamlined processes for improved efficiency and productivity.
- Created engaging promotional materials that resonated with the target audience.
- Launched successful digital marketing campaigns with measurable results.
Merchandise Manager
Interiors Online Pty Ltd
04.2022 - 02.2023
- Led a successful merchandise strategy that increased gross margin by 10%.
- Planned and executed effective marketing campaigns.
- Expanded product offerings and drove sales growth.
- Optimized pricing and promotions for seasonal success.
- Streamlined operations through process improvements.
- Built strong supplier relationships and secured exclusive products.
- Developed and mentored the team for improved performance.
- Conducted market research to identify growth opportunities.
- Expanded product offerings through sourcing and networking.
- Enhanced product presentation for increased customer engagement.
Educator
Lululemon
10.2021 - 02.2022
- Consistently exceeded sales targets by 20% during COVID-19.
- Received positive feedback from guests for exceptional fitting room and product education experiences.
- Boosted KPI - CVR, UPT, AUR and DPT.
- Supported back-of-house operations, such as restocking, unboxing, receiving, and full stock counts.
- Actively sought customer feedback to improve the shopping experience and drive satisfaction.
- Contributed to a positive team culture by organizing mindfulness retreats and engaging with the local well-being community.
Senior E-commerce Specialist
American Eagle Outfitters
02.2021 - 09.2021
- Managed e-commerce operations in China, overseeing product content, pricing, promotions, and inventory.
- Successfully implemented strategies that increased sales by 20%, conversion rates by 20%, and sell-through rates by 15% during the Double 11 campaign.
- Managed product selection and optimized on-site merchandising to improve product visibility and sales.
- Ensured competitive pricing by regularly updating price lists and conducting market analysis.
- Accurately tracked inventory levels and prepared seasonal product launches to meet customer demand.
- Collaborated effectively with cross-functional teams and third-party service providers.
- Conducted in-depth data analysis to identify trends, optimize performance, and inform decision-making.
- Accountable for overall site layout and navigation to ensure proper web presence of brands and merchandise.
- Developed and conducted training programs to enhance the skills and knowledge of third-party service providers.
Retail Merchandising Executive
Prada Asia Pacific Limited
10.2019 - 02.2020
- Coordinated communication and collaboration across the APAC retail team and Milan menswear/leather goods division.
- Managed inventory levels and replenishment processes to optimize stock availability.
- Handled VIP stock inquiries and provided exceptional customer service to high-value clients.
- Tracked sales momentum and assisted regional managers in managing in-season buying decisions.
- Prepared comprehensive sales reports to support buying trips in Milan and provided valuable insights for decision-making.
E-commerce Retail Merchandiser
American Eagle Outfitters
03.2018 - 08.2019
- Managed the day-to-day operations of the e-commerce business on Tmall, Alibaba, overseeing product content, pricing, promotions, and inventory management.
- Managed a diverse portfolio of over 15,000 SKUs across American Eagle Outfitters and Aerie, including denim, tops, outerwear, intimates, and accessories.
- Implemented strategies that boosted overall store traffic by 5%, increased units per transaction by 0.4, and generated RMB$1.7 million in gross profit.
- Successfully identified a bestseller (black basic jeans) and implemented an optimized pricing strategy that sold 6000 units annually.
- Led successful sales campaigns, coordinating with cross-functional teams and third-party agencies to execute promotions, manage product selection, and optimize pricing strategies.
- Tracked inventory levels, coordinated replenishment with the U.S. allocation team, and managed seasonal product launches.
- Optimized on-site merchandising, campaign pages, and product listings to improve product exposure, up-selling, and cross-selling.
- Provided actionable insights based on weekly sales reports, competitor analysis, and quarterly/annual sales reviews to drive KPIs - AUR, UPT, ADS, CVR, and Traffic.
Junior Buyer
Asia Today Limited
05.2016 - 01.2018
- Supported the buyer in curating two full collections, consisting of 24 drops per year, for a leading German fast-fashion chain with over 200 stores in Germany.
- Managed an OTB of €6 million per season.
- Merged current trends with target customer preferences to develop product ranges.
- Negotiated target cost prices with suppliers in Far East Asia.
- Analyzed seasonal sales trends, branch performance, and stock levels to optimize turnover and sell-through.
- Reacted to fast fashion trends by sourcing additional stock in Prato, Italy, and Paris, France.
- Prepared buying meetings with concepts, mood boards, samples, and analysis.
- Conducted sample approvals (proto, counter, PP), trims, and color approvals.
- Tracked critical points in the supply chain, including approvals and deliveries.
- Oversaw and resolved quality issues and disputes with suppliers.
Co-Founder
POWBYPOWBEE
01.2014 - 05.2016
- Co-founded and operated a Korean online fashion store, overseeing all aspects of the business.
- Curated a unique product assortment by handpicking and selecting items from the Seoul wholesale market.
- Managed budgets, buying, inventory, order placement, marketing, customer service, and delivery.
- Managed digital content and styling shoots, showcasing the brand's aesthetic and product offerings.
Buying Assistant | Assistant Buyer
Asia Today Limited
01.2011 - 11.2013
- Monitored production lead times, ex-factory dates, and ETA to ensure timely delivery.
- Negotiated target prices with suppliers in the Asia-Pacific region to achieve optimal cost savings.
- Analyzed purchasing trends and forecasted demand to optimize inventory planning and replenishment.
- Prepared and analyzed reports to track inventory levels, purchasing trends, and sales performance.
- Visited the retail head office in Düsseldorf, Germany, to gain insights into the company's operations.
- Engaged in trend and sample shopping in Germany, France, Italy, and the UK to stay updated on market trends.
- Supported product development initiatives and system management.
- Supported vendors and sourced materials to ensure a smooth supply chain.
- Conducted order placements and managed the procurement process.
- Prepared weekly sales reports and conducted category analysis.
Education
Project Management
TAFE SA
Adelaide, SA08.2025
Bachelor of Arts - Fashion And Textiles - Fashion Retailing
The Hong Kong Polytechnic University
01.2010
Advanced Level - Traditional Chinese (D); English (D); Geography (B); Chinese Literature (E)
Yan Oi Tong Tin Ka Ping Secondary School
01.2006
Skills
- Mindful Communication
- Problem-Solving
- Process Improvement
- Issue and Conflict Resolution
- Team Leadership
- Adaptability
- Attention to Detail
- Project Management (Asana, Mondaycom, Airtable, Notions)
- MS Office Suite
- Product Launches
- Campaign Management
- Marketing Analytics
- E-commerce (Shopify Plus)
- Task Prioritization
Soft Skills
Hard Skills
Languages
English
Chinese (Cantonese)
Chinese (Mandarin)
Volunteers
Senior Project Coordinator, Eternal Flame Action, Hong Kong (2010-2018)
- Led and coordinated youth leadership summer camps.
- Managed fundraising, administration, and volunteer/participant enrollment.
- Organized school tours, event programs, and logistics.
- Collaborated with a team of 10 to serve over 300 teenagers and 240 volunteers.
Timeline
Marketing Project Manager
The Wod Life Pty Ltd
06.2023 - Current
Merchandise Manager
Interiors Online Pty Ltd
04.2022 - 02.2023
Educator
Lululemon
10.2021 - 02.2022
Senior E-commerce Specialist
American Eagle Outfitters
02.2021 - 09.2021
Retail Merchandising Executive
Prada Asia Pacific Limited
10.2019 - 02.2020
E-commerce Retail Merchandiser
American Eagle Outfitters
03.2018 - 08.2019
Junior Buyer
Asia Today Limited
05.2016 - 01.2018
Co-Founder
POWBYPOWBEE
01.2014 - 05.2016
Buying Assistant | Assistant Buyer
Asia Today Limited
01.2011 - 11.2013
Advanced Level - Traditional Chinese (D); English (D); Geography (B); Chinese Literature (E)
Yan Oi Tong Tin Ka Ping Secondary School
Project Management
TAFE SA
Bachelor of Arts - Fashion And Textiles - Fashion Retailing
The Hong Kong Polytechnic University
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