MICHELLE WEE
Ewa Beach,HI
Summary
Highly analytical and data-driven E-commerce professional who can effectively scale online customer acquisition efforts and e-commerce capabilities that drive sales growth, profitability and strategy. Voracious learner aspiring to understand and leverage e-commerce consumer behavior and audience segmentation through a/b testing, website analytics and tracking tools.
Overview
24
24
years of professional experience
Work History
Ecommerce Manager
Hawaiian Host Group
09.2022 - Current
- Ho'okipa Award Winner Q3 2023: Helped achieve the biggest Black Friday and Cyber Monday E-Commerce sales moment in HHG’s history. Took on additional responsibilities that enabled E-Commerce inventory Honolulu to Green Rabbit in California – which significantly decreased the average time to fulfill orders, ultimately creating a better E-Commerce experience for customers.
- Primarily responsible for achieving eCommerce Sales & conversion goals of HHG's brands: Mauna Loa & Hawaiian Host growing 2023 by 15% YoY
- Lead and continue to manage the the website consolidation project of Mauna Loa & Hawaiian Host websites continuously optimizing conversions as well as test point person for ecommerce transition from Great Plains to Oracle.
- Oversee, define and improve overall ecommerce operations and performance tracking and communicate with key stakeholders on integrations between Shopify, ecommerce platforms, ERP as well as 3PL.
- Project-managed customization of e-commerce platforms through building new innovation, and integrating new vendors and apps to further enhance website UI and UX.
- Define the pricing, product offerings and promotions for the year as well as approve forecast to achieve sales goal. Achieved +/-10% forecast accuracy.
- Manage overall user experience and business partners including site navigation & integrations, content development, checkout funnel and promotional campaigns
- Individual and aggregate analysis of revenue and customer path
- Worked with Marketing, In-Store retail, Merchandising & product design on product mix, analysis and omni-channel customer experience.
- Leveraged Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content and user experience.
Ecommerce Consultant
Maui Divers Jewelry
04.2022 - Current
- Boosted conversion rate by fixing website UI errors and automated email flow gaps.
- Successfully installed GA4 in preparation for 2023 tracking.
- Completed projects with outsourced Shopify Plus Expert to optimize website speed from 16 to 97.
- Launched upgrade of website theme for Shopify 2.0 minimizing use of apps and increasing site speed.
- Test deployment of Shopify POS for CRM Sales and potential transition from Counterpoint POS.
Ecommerce Manager
Maui Divers Jewelry
06.2019 - 02.2022
- Grew e-commerce gross sales by 135% YoY and gross profit 30% YoY despite the pandemic by launching new initiatives (Virtual Appointment, Pick A Pearl live shopping, Drop a Hint, advertising, ring sizer, knowledge base etc.), improving site navigation, UX, merchandising, and omni-channel marketing.
- Strategically integrated legacy ERP with inventory and pricing of around 1,500 products
- Successfully migrated from Mailchimp to Klaviyo (email marketing platform) that resulted in 25% open rates (from 15%) and launched automated campaigns that resulted in 15% incremental revenue
- Recommended and launched ring sizer (& other jewelry sizer) that resulted in a 20% increase in ring purchase conversion over time, decreased returns and incremental email subscribers.
- Helped the organization with mapping and optimizing multi-team processes that resulted in money and time savings i.e new product launch, online orders fulfillment and return process, online sales commission tracking and reporting etc.
- Customized e-commerce platforms by building new products, and integrating new vendors and apps to further enhance website UI and UX.
- Worked with Customer Service team to replace and integrate multiple platforms (Helpscout, Klaviyo, Shopify, Salesforce) to seamlessly track customer interaction across email, chat and phone
- Oversee and manage overall user experience and business partners including site navigation & integrations, content development, checkout funnel and promotional campaigns
- Individual and aggregate analysis of revenue and customer path
- Worked with Marketing, In-Store retail, Merchandising & product design on product mix, analysis and omni-channel customer experience.
- Leveraged Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content and user experience.
Ecommerce Director
San Lorenzo Bikinis
12.2018 - 06.2019
- Oversee Online Operations & Marketing
- Increased sales by 80% through streamlining product merchandising, promotion deployment and customer issue resolution.
- Data analysis and recommendation on sales, traffic, conversion, customer issues, pricing & promotions
- Oversee campaign management and growth of Social media, Mailchimp and other traffic channels
- Website (Big Commerce) Content Quality Control and optimization
- Initiated Afterpay activation and automation of promotion and product updates resulting to increase in time efficiency.
Data & Inventory Supervisor
San Lorenzo Bikinis
07.2017 - 11.2018
- Automated tracking and forecasting of sales and traffic of the ecommerce store powered by Big Commerce resulting to 80% YoY sales increase.
- Created promotions: value and discount driven that drove sales volume during slow months
- In-charge of physical inventory of online channel determining restocking needs and creating promotion proposals based from inventory.
- Simplified bulk online postings of products as well as rate changes and created work instructions to streamline and document processes to easily replicate best practices.
Business Development Manager
Grab
11.2015 - 11.2016
- Established relationships with key decision-makers within customer's organization to promote growth and retention.
- Identified and closed opportunities for Grab Supply & demand market expansion.
- Develop new business and establish partnerships to accelerate Grab’s business through initiatives across technology, supply and demand-car financing, airport, malls, rewards program, payment options,.
- Negotiated and closed long-term agreements with new clients (Davao International Airport, 6 Supermalls and hotel partnerships, call centers) in assigned territory.
Senior Market Manager
Agoda
01.2012 - 11.2015
- Second in Command, overseeing Philippines Team
- Lead 15 teammates to successfully sign up 1,500+ additional hotels
- Directed highly skilled revenue management team to grow hotel supplier relationships focusing on hotel chain groups (i.e IHG, Marriott, Accor, Shangri-la, Best Western etc.)
- Grew transactions & revenue of assigned travel destinations.
- Hold direct inventory and revenue responsibility on a territory basis
- Ensured last room availability and pricing competitiveness through strategic professional relationships with hotel decision makers.
Senior Market Manager
DirectWithHotels
01.2011 - 12.2011
- Lead Manager for 7 Market Leads (Philippines, Malaysia & Singapore, Indonesia, SAMEA, Americas & Spain, Oceania, North Asia) wherein teams are handling 1,189 hotels.
- Created the process, workflow and work instructions of launching and managing newly launched hotels in compliance to ISO 45001 certification.
- Ensured the creation and website optimization of new, independent hotel through coordination with website designers, copywriters, SEMs.
- Increase gross revenue of assigned markets by 85% through effective and efficient market management, campaign design, performance interventions and development.
Senior Website Revenue Manager
DirectWithHotels
04.2008 - 12.2010
- Online Performance Maximization and Revenue Management
- Periodically identified success factors and failure points in Hotel performance that may be leveraged from, and develop strategies based on these to improve performance and increase reservations
Travel Vertical Team Lead (Expedia)
PeopleSupport Inc
03.2003 - 03.2008
- Trained in resolving Expedia flight, hotel, packages, activities reservation issues.
- Email Team Lead for the Expedia Email Team.
- Successfully maintained below 24 hours email handling time and increased customer satisfaction score from 60% to 80%.
- Trained call representatives for client-specific roll-outs on Email platform
- Managed email queue and quality, resolved staffing requirements based on email volume working with WorkForce Team, streamlined email escalations resulting to first contact resolution and lesser irate customer escalations.
Project Coordinator
PostAd Ventures Inc
04.2003 - 03.2004
- Negotiated and implemented event projects, summary reports, assigned qualified team for the event
- In charge of preparing the payroll for the project.
Freelance, Organizer
Wishcraft Creative Affairs, Promo Dimensions Inc
04.2002 - 04.2003
Assistant, Registrar
Philippine School of Interior Design
01.2001 - 01.2002
- Documentation using Excel and Word, received phone calls and handled inquiries about the school curriculum, prepared transcript of records and certificates, assisted during enrollment.
Education
Bachelor of Science - Industrial Engineering
University of The Philippines
Philippines2002
High School Diploma -
St. Augustine’s School
Philippines1996
Skills
- Revenue Optimization
- Data Analysis and Strategy Mapping
- Operational Efficiency
- Channel Optimization
- Advanced MS Excel and other office applications
Timeline
Ecommerce Manager
Hawaiian Host Group
09.2022 - Current
Ecommerce Consultant
Maui Divers Jewelry
04.2022 - Current
Ecommerce Manager
Maui Divers Jewelry
06.2019 - 02.2022
Ecommerce Director
San Lorenzo Bikinis
12.2018 - 06.2019
Data & Inventory Supervisor
San Lorenzo Bikinis
07.2017 - 11.2018
Business Development Manager
Grab
11.2015 - 11.2016
Senior Market Manager
Agoda
01.2012 - 11.2015
Senior Market Manager
DirectWithHotels
01.2011 - 12.2011
Senior Website Revenue Manager
DirectWithHotels
04.2008 - 12.2010
Project Coordinator
PostAd Ventures Inc
04.2003 - 03.2004
Travel Vertical Team Lead (Expedia)
PeopleSupport Inc
03.2003 - 03.2008
Freelance, Organizer
Wishcraft Creative Affairs, Promo Dimensions Inc
04.2002 - 04.2003
Assistant, Registrar
Philippine School of Interior Design
01.2001 - 01.2002
Bachelor of Science - Industrial Engineering
University of The Philippines
High School Diploma -
St. Augustine’s School
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