Michelle Yip, who has been working as Executive Vice President, Platform Governance and Seller Engagement with Lazada, has been elevated to the role of Chief Marketing Officer. The Alibaba-owned eCommerce company had been on the search for a marketing head since July, Jean Thomas left Lazada Singapore, in July and joined fashion retailer Pomelo in August.

Yip has been working with Lazada since May 2015. She joined the firm as regional category director – home category. She has been the direct category lead for home appliances and home living category across Southeast Asia. Later, she moved on to the role of Senior Vice President of customer experience, a year later. Yip has been influential in forging partnerships with brands such as Tefal and 3M and brought the brands onboard the Lazada platform. In her most recent role, she was responsible for increasing seller quality and building seller communities and support ecosystems.

Before Lazada, Yip was the Senior Marketing Manager at Philips. She also held lead marketing roles at Samsung Electronics for the telecommunications and smartphone category. She has experience of working in both Hong Kong and South Korea, and has been part of the online strategy and of the 2008 Beijing Olympics marketing campaign.

Now as she takes on the responsibility of leading marketing for Lazada Group, she has new plans for the international e-commerce company. Besides focusing on supporting the growth of key business pillars such as RedMart and LazMall, and investing in infrastructure and technology to power this growth, she would also focus on building a strong team. With a growth plan in place, Lazada Singapore now plans to expand the team, and invest in the ‘right people’. Currently, the firm is searching for a Branding Lead, Senior CRM Manager as well as a Head of Performance Steering. 

Yip acknowledges the importance of being digitally advanced and ahead of the curve. “It has become essential for marketers to have a digital mindset and be able to understand and use data effectively to achieve the best marketing ROI for the business,” said Yip. 

To cater to the rapidly evolving economy and consumers’ behaviours, Lazada Singapore shall focus on building a team with diverse skill sets. To drive innovation and stay ahead of the competition, the firm needs more innovative talent and people from diverse backgrounds. 

Image source: Marketing -Interactive