Jenny Hsu
Melbourne,VIC
Summary
Experienced digital professional with 17 years of expertise leading digital transformations and delivering customer-centric solutions. Creative and analytical with a passion for digital content, strategy, innovation, and technology.
Proactive digital product manager proficient in product lifecycle, insights synthesis, vision development, strategic roadmaps, and go-to-market execution.
Skilled at fostering relationships and bridging technical and non-technical stakeholders. Experienced in leading high-performing teams using Scrum/Agile and Waterfall methodologies.
Overview
17
17
years of professional experience
1
1
Certification
Work History
Senior Product Manager
Endeavour Drinks Group
09.2021 - Current
- Spearheaded digital content and e-commerce strategies for Dan Murphy’s and BWS, driving customer engagement and operational excellence across web and app platforms.
- Defined a scalable solution architecture, aligning with Endeavour’s long-term brand strategy and technology stack.
- Drove digital transformation for brand partners, delivering e-commerce and CMS platform capabilities with user & customer-centric solutions.
- Content Stream : Launched Dan Murphy’s Dan’s Daily (Content CSAT: 86) and spearheaded content capability migration and roll out across all Dan Murphy & BWS Web & App channels
- Retail Fundamentals Stream : Led e-commerce support optimizations, ensuring security, compliance, revenue protection, and maintenance for seamless trading.
- Digital Transformation Stream: Spearheaded Unified Front End transformation with external agencies, aligning solutions with business needs.
- Design System Stream : Established EDG Design System with governance, ensuring consistent design across brands.
- Led multiple cross-functional squads, fostering collaboration and innovation.
ECommerce Product Manager : Digital Transformation & ECommerce
Mecca Brands
04.2017 - 02.2020
- Led digital transformation and e-commerce growth, scaling MECCA’s online platform to its largest store through strategic initiatives and agile delivery.
- Grew online share from 9% (2017) to 30% (2020) with an NPS of 82, driving high-impact e-commerce initiatives.
- Orchestrated a transformation program, integrating Sitecore CMS with Salesforce Commerce Cloud, replatforming customer service to Salesforce Service Cloud, and transitioning email marketing to Salesforce Marketing Cloud.
- Revamped Cart/Checkout with Afterpay and address validation, reducing abandonment by 30% and boosting conversion by 10%.
- Launched Back in Stock Notifier, automating notifications (10% conversion) and improving stock management.
- Enhanced Online Services Booking Tool, streamlining in-store processes, reducing cancellations, and enabling self-service bookings.
- Delivered COVID-19 initiatives (2019–2020), including HERO hosting, Bambuser live streaming, and Call & Collect, scaling online share to 100% during lockdowns.
- Led four squads (40+ members) and mentored three direct reports, fostering agile practices to accelerate delivery.
- Nominated for Jo Horgan MECCA Employee of the Year (2017, 2018) for exceptional leadership.
Business Analyst / Digital Producer
Young & Rubicam Group / VML - WPP AUS/NZ — Digital Agency
11.2013 - 03.2017
- Directed digital projects and campaigns, delivering innovative websites and mobile apps for diverse clients.
- Managed resourcing, budgeting, and delivery of projects (e.g., websites, apps) and campaigns (e.g., ads, social).
- Crafted client deliverables (e.g., proposals, prototypes), securing stakeholder buy-in.
- Delivered projects like Parzam Marketplace, Dreamworld Corroboree App, and Tatts Lotteries campaigns.
- Earned GPY&R Employee of the Month awards (May 2016: 2nd; Jul 2016: 3rd).
Business Analyst
Next Digital & BlueArc Group — Digital Agency
03.2008 - 10.2010
- Drove digital transformation for clients, delivering e-commerce and CMS platforms with user-centric solutions.
- Analyzed business needs and designed tailored digital solutions for clients across industries.
- Championed UX, creating intuitive journeys and prototypes to boost engagement.
- Led e-commerce and CMS projects, including Jenny Craig (Sitecore), Network10 Play (Sitecore), and ACT Tourism (Sitecore).
- Recognized with Blue Arc Consultant of the Year (2013), Nominee (2012), and Next Digital Employee of the Month (Apr 2008).
Education
Master of Commerce - E-Commerce
University of Queensland
Brisbane, QLD2014
Bachelor of Information Technology - Interaction Design
University of Queensland
Brisbane, QLD2006
Skills
- Strategic & Creative
- Problem Solver
- Critical & Analytical Thinker
- Business & Technical Understanding
- Strong Communication Skills
- Digital Product Strategy & Roadmap
- E-Commerce expertise
- Content Management Systems expertise
- Digital Campaigns & Advertising
- Stakeholder engagement
- Leadership & Coaching
- User-centered design
- Customer Journey Optimization
- Agile / SCRUM / Waterfall Delivery
Certification
- Open 2 Study – UX for the Web – Certificate of Achievement
- Peak Usability – Web Usability Training Course
- Sitecore - Sitecore CMS – Certified Advance User
- SCRUM Certification
- MECCA leadership training
Languages
English
Native or Bilingual
Chinese
Native or Bilingual
Timeline
Senior Product Manager
Endeavour Drinks Group
09.2021 - Current
ECommerce Product Manager : Digital Transformation & ECommerce
Mecca Brands
04.2017 - 02.2020
Business Analyst / Digital Producer
Young & Rubicam Group / VML - WPP AUS/NZ — Digital Agency
11.2013 - 03.2017
Business Analyst
Next Digital & BlueArc Group — Digital Agency
03.2008 - 10.2010
Master of Commerce - E-Commerce
University of Queensland
Bachelor of Information Technology - Interaction Design
University of Queensland
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