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amrita balaji

@amritabalaji

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eCommerce and growth leader at Sephora who scaled APAC digital growth and CRM revenue to over 20% of eCommerce revenue.

Singapore

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At Sephora, I led regional Growth Marketing and eCommerce across APAC, co-owning a USD 2xxM eCommerce P&L and building a 20-person cross-functional organization. I established the operating model and digital capabilities as the business grew 4x over my tenure.

I built Sephora's regional CRM and customer growth capability, scaling CRM contribution from 5% to more than 20% of eCommerce revenue. I also developed segmentation, personalization, and experimentation capabilities that delivered 32% incremental CRM revenue in Year 1.

At EHPLabs Singapore Pte Ltd, I owned the global D2C P&L and shifted growth from discount-led acquisition to margin-led growth, improving baseline sales margins by 3 percentage points. I directed Black Friday commercial strategy that generated opening-day revenue exceeding US$1M and acquired 40K+ new leads.

Earlier, at WEGO PTE LTD, I built display and paid social acquisition channels for a travel metasearch platform, delivering 5× channel growth while maintaining ROI targets. I’m also developing AI product skills through the Product Manager Accelerator, where I served as Lead AI Product Manager for Kinetic, an AI-powered fitness coaching platform.

Experience

Work history, roles, and key accomplishments

Head of Global eCommerce & Growth

EHPLabs Singapore Pte Ltd

Jul 2025 - Jan 2026 (6 months)

Owned the global D2C P&L across North America, UK, Australia, and Singapore, leading commercial planning, digital trading, and performance marketing. Led a commercial turnaround shifting from discount-led to margin-led growth, improving baseline sales margins by 3 percentage points.

D2C E Commerce P&L management Performance Marketing Commercial Strategy Black Friday Demand Forecasting Inventory Planning

Regional Director, Digital Growth & eCommerce

Sephora SEA Digital Pte Ltd

Jan 2021 - Dec 2025 (4 years 11 months)

Led Sephora's regional Growth Marketing & eCommerce organization across 8 APAC markets, building and leading a 20-person team. Co-owned a USD2xxM+ eCommerce P&L and drove commercial growth through strategic partnerships and digital capabilities.

Ecommerce Growth Marketing P&L management Performance Marketing Martech Analytics CRM Retail Media Digital Experience Leadership

Senior Manager APAC, MarTech & Growth

Sephora

Jan 2018 - Dec 2021 (3 years 11 months)

Built and scaled Sephora's regional CRM & Customer Growth capability across 10 APAC markets, establishing data, technology, and operating models. Delivered +32% incremental CRM revenue in Year 1 and scaled CRM contribution from 5% to >20% of eCommerce revenue.

CRM Customer Lifecycle Segmentation Personalization Loyalty Programs SEO Content Optimization Martech Analytics

Senior Manager APAC, Performance Marketing

Sephora

Jan 2016 - Dec 2018 (2 years 11 months)

Built and scaled regional Performance Marketing Centre of Excellence, establishing acquisition strategy, measurement frameworks, and governance across 10 APAC markets. Implemented attribution and incrementality frameworks that scaled media investment while improving Marketing Efficiency Ratio.

Performance Marketing Acquisition Strategy Attribution Forecasting Incrementality Google Shopping A B Testing AI Driven Creative

Manager, Performance Marketing & Head of Display for APAC & MENA

WEGO Pte Ltd

Jan 2014 - Dec 2016 (2 years 11 months)

Led acquisition strategy for a travel metasearch platform, building display and paid social channels from 0 to 1 into scalable growth engines. Delivered 5x channel growth while maintaining ROI targets.

Performance Marketing Display Advertising Paid Social Acquisition Strategy ROI Management

Asst Manager, Digital Marketing

Citibank Singapore Ltd

Jan 2009 - Dec 2014 (5 years 11 months)

Led customer acquisition and digital experience optimization, driving 30% growth in digital acquisitions over 3 years. Delivered a 200+ page website transformation through cross-functional product delivery and experimentation.

Digital Marketing Customer Acquisition Digital Experience Experimentation Product delivery

Education

Degrees, certifications, and relevant coursework

Product Manager Accelerator

AI, Product Management Bootcamp, AI Product Management

2026 - 2026

Lead AI Product Manager for 'Kinetic,' an AI-powered fitness coaching platform built with engineers and data scientists using computer vision, RAG architecture, and multimodal LLMs. Hands-on experience in AI product strategy, generative AI workflows, and AI-first UI/UX design.

National University of Singapore

Bachelor of Mechanical Engineering, Mechanical Engineering

2005 - 2009

Activities and societies: Co-author of a publication featured in The Journal of Material Sciences

Bachelor of Mechanical Engineering from the National University of Singapore, 2005-2009. Co-author of a publication featured in The Journal of Material Sciences.