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drygo24

Andrea L

@drygo24

China eCommerce, Digital Transformation

China
Italiano, Inglês, Chinês, Espanhol
Algumas informações são exibidas no idioma inglês.
Sobre mim
I help international brands enter and grow in China's market, and China-based ones build the digital infrastructure to scale. Most recently as Head of Digital Technology at Toys"R"Us China, I built the company's full digital stack from scratch: CRM, OMS, PIM, WeChat Mini Program. Over three years, eCommerce grew from 2% to 8% of total revenue, with a 239% GMV increase. I work on: China market entry strategy, eCommerce platform selection and launch, omnichannel CRM and loyalty, AI-powered marketing automation, and WeChat ecosystem development. I operate in English, Mandarin, and Italian.... Saiba mais

Habilidades

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drygo24
Andrea L
offline • 

Conheça meus serviços

Estratégia de marketing digital
I will create your china ecommerce market entry strategy
A partir deUS$ 500 /projetoMais detalhes

Experiência profissional

ToysRUs

Head of Digital Technology

ToysRUs • Período integral

Sep 2021 - Oct 2025 • 4 yrs 1 mo

Responsibilities • Developed and executed Toys"R"Us China's digital transformation, driving long-term growth across all channels. • Directed the selection, deployment and continuous optimisation of key digital systems, including CRM, OMS, PIM and WeChat Mini Program, to enhance operational efficiency and customer experience. • Built a high-performing digital team from scratch, providing ongoing coaching and development while keeping the company at the forefront of digital innovation. Achievements 1.Drove eCommerce contribution from 2% to 8% of total China revenue (2021-2024), achieving a 3-year GMV increase of +239%. 2.Led OMS development and launch (09/2022), managing 10,000+ SKUs across 8 channels, expanding ship-from-store to 200 stores with real-time OMS-POS inventory integration. 3.Designed and launched an omnichannel CRM system integrating loyalty programmes, real-time AI-powered marketing automation, omnichannel coupon redemption and personalised customer engagement, underpinned by real-time Power BI reporting. 4.Scaled eCommerce presence across 8 major platforms (2022-2025): JD.com, TikTok/Douyin, Meituan, Douyin Life Service, Eleme, Douyin Xiaoshida, JD Daojia and Xiaohongshu (RedNote). 5.Developed and launched WeChat O2O Mini Program (03/2023), then upgraded to 1-hour instant delivery (09/2024), driving a 20% sales increase. 6.Established WeCom ecosystem (03/2023) leveraging AI-driven 1:1 communication and social group management to strengthen customer loyalty and promotional performance. 7.Launched new AI-powered PIM system (02/2025), centralising 50,000+ SKUs of product data, digital assets and QA documentation.