Summary
Overview
Work History
Education
Skills
Timeline
Generic

Nivetha Thiru

Bellevue,WA

Summary

11+ years driving transformation across e-commerce and digital businesses, with 5+ years leading cross-regional teams from 0→1 in high-growth markets across SEA and the US. Known for building scalable governance frameworks, reimagining processes, and leveraging AI & automation to eliminate inefficiencies and deliver exceptional customer and seller experiences. Proven thought leader who thrives in ambiguity, shapes strategy, and partners with executives to drive measurable impact on CSAT, cost-to-serve, and marketplace trust.

Overview

12
12
years of professional experience

Work History

Service Experience Lead

Bytedance Inc
01.2024 - Current
  • Led AI-Powered Service Transformation: Re-architected Seller Centre customer messages module into a next-generation AI service hub, enabling one-click automation, real-time customer insights, and automated small-talk handling. Delivered +7.9% QoQ CSAT growth and +5pp lift in 24h response compliance, significantly improving seller responsiveness and operational efficiency at scale.
  • Scaled Customer Experience Excellence: Re-envisioned Help Center as an interactive, action-oriented platform, embedding self-service automation into chat flows. Drove +6pp CSAT improvement and –4% recontacts in 6 months, reducing friction across millions of buyer–seller interactions.
  • Optimized High-Impact Journeys & Risk Management: Built segmented service models for premium vs. risky customers and overhauled high-risk scenarios (e.g., “Delivered but Not Received”). Achieved +10% CPO improvement, +5.4pp FCR lift, and prevented 2% financial leakage, strengthening trust and reducing cost to serve.

Seller Experience Program Manager

AMS
01.2023 - 01.2024
  • Built Seller Automation at Scale: Designed and launched an intelligent seller automation tool to auto-approve low-value, high-volume aftersales decisions, freeing seller bandwidth for complex cases. Secured adoption from 2.7K sellers in first 30 days, enabling 61K automated actions in Q4, improving PARR by +1.52pp and cutting aftersales turnaround time by ~5.5 hours.
  • Spearheaded Voice of Business (VoB): Built a robust, NLP-powered framework to capture and synthesize seller sentiment across registration, fulfillment, and policy areas. Provided actionable insights to leadership, influencing product roadmaps and improving seller satisfaction.

Program Manager - Seller Experience Strategy

Tiktok Pte Ltd
01.2021 - 01.2022
  • Launched Shop Performance Score: Created a single, unified metric aggregating seller performance across KPIs, enabling real-time coaching and goal tracking. Within 3 months, 26% of sellers improved scores, driving +0.32pp CCR uplift and +2.34pp RPR growth.
  • Redefined Refund Transparency: Partnered cross-functionally to design consistent, transparent refund communications across all service channels. Reduced refund-related dissatisfaction by 18% and manual contact volume by 8%, building buyer trust and reducing service overhead.

Senior Manager, Regional Marketplace Strategy

Lazada Group, Southeast Asia
01.2018 - 01.2021
  • Defined Seller Service Standards: Built a holistic policy and performance framework for 280K sellers, reducing cancellations by 48%, increasing shipped-on-time orders by +13%, and lifting NPS by +10pp in three quarters.
  • Created Seller Growth Centre: Conceptualized and launched a real-time self-evaluation tool, enabling sellers to benchmark operations and adopt data-driven improvements. Delivered 15% growth in store performance for adopters and ranked among the Top 5 seller engagement tools quarterly.
  • Established LazMall Assessment Centre: Designed and launched a CX-driven seller assessment framework, linking penalties and incentives to operational performance. Partnered with logistics and fulfillment teams to offer paid support services, improving platform adherence by +4% and CSAT by +7.1pp across SEA.
  • Built Trusted Seller Framework: Developed a data-driven trust scoring model to auto-suspend abusive sellers while incentivizing high-quality ones. Reduced churn of quality sellers by 16% YoY and deepened seller loyalty through rewards programs.

Senior Associate, Risk Analytics & Digital Trust

PricewaterhouseCoopers (PwC)
01.2014 - 2018
  • Built a digital framework for Singapore Government to build a secure data exchange ecosystem by establishing policies for data trust & transparency, monetization, and regulatory compliance. The framework was rolled out to 6 Fortune 500 companies, and this served as a cornerstone for SEA's global data economy
  • Managed development and launch of PwC's Global Analytics Suite by collaborating with cross-country data & product teams to expand companies product offerings. The suite led to an 8% increase in annual revenues through upselling and cross-selling opportunities
  • Drove the conceptualization & implementation of an automated system to distribute social benefits for a government agency, leveraging machine learning. Designed a continuous monitoring dashboard in Tableau to keep tabs on the effectiveness and performance of these governing policies and pay-outs
  • Assessed the current state of digital maturity of the investment management process for a $300B sovereign wealth fund to design a target operating model, and helped establish a Chief Digital Office, leading to enhanced decision-making in acquisitions and divestitures

Education

Bachelor of Engineering (Honors) - Info-communications Engineering & Business Management | Social Entrepreneur

Nanyang Technological University
Singapore
01.2014

Skills

  • Ecommerce, LLM enabled tools, Product Go to Market
  • Tools: Python, Figma and Cognos
  • Memberships: Mensa Society (International top 2% IQ)
  • Gerson Lehrman Group (GLG) Marketplace strategy advisor
  • Conjunct consulting mentor
  • Lean in Singapore Member
  • Voices of Asia Mentor

Timeline

Service Experience Lead

Bytedance Inc
01.2024 - Current

Seller Experience Program Manager

AMS
01.2023 - 01.2024

Program Manager - Seller Experience Strategy

Tiktok Pte Ltd
01.2021 - 01.2022

Senior Manager, Regional Marketplace Strategy

Lazada Group, Southeast Asia
01.2018 - 01.2021

Senior Associate, Risk Analytics & Digital Trust

PricewaterhouseCoopers (PwC)
01.2014 - 2018

Bachelor of Engineering (Honors) - Info-communications Engineering & Business Management | Social Entrepreneur

Nanyang Technological University

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