Open to opportunities

Xiao Chie Tan

@xiaochietan

Message

I drive data-led brand growth through omnichannel strategy, retail expansion, and partnerships.

Malaysia

Message

What I'm looking for

I’m looking for a Brand Manager role where I can grow omnichannel brands with data-driven strategy, lead retail expansion, and partner across teams. I want ownership of targets, budgets, and measurable brand outcomes in a high-impact environment.

I’m a Brand Manager focused on turning consumer insights into measurable business impact—spanning pricing, assortment, and marketing execution across digital and retail touchpoints. In my current role, I led a distributor-to-principal transition restructuring strategy, cutting short shelf-life stock by 70+% while strengthening healthy buyback levels.

I build scalable, cross-functional operating rhythms—standardizing SOPs for stock/tester logistics, VM execution, and new door openings—so growth can be repeated. I also created high-impact brand momentum, including a PR-led launch that drove a 2,000% increase in social media following (50 to 1,000+) through coordination with 100+ KOLs and retail partners.

Previously, I managed expansion and performance end-to-end through P&L ownership, A&P budgeting, and sales targets, including achieving 103% of product contribution targets and delivering a 40% increase in monthly sales. Earlier experiences in commercial marketplaces and marketing strengthened my analytical approach—using category and portfolio performance insights to grow NMV, improve sell-through, and align stakeholders for a great customer experience.

Experience

Work history, roles, and key accomplishments

Current

Brand Manager

Current

Joy Group

Sep 2025 - Present (9 months)

Led distributor-to-principal transition by restructuring pricing and assortment strategy, reducing short shelf-life stock by 70%+ to maintain healthy buyback levels. Built FY2026 annual brand plan with RM1M+ A&P budget and delivered 2,000% social media follower growth (50 to 1,000+) through a PR launch coordinating 100+ KOLs and retail partners.

Brand Strategy PR & KOL Management Social Media Growth Supply Chain & Logistics

Assistant Brand Manager

Luxasia (M) Sdn Bhd

Feb 2023 - Sep 2025 (2 years 7 months)

Drove market expansion by opening 4 standalone luxury fragrance stores in Malaysia’s top malls and supporting 2 additional retail launches. Managed P&L, stock holding, and A&P budgets to reach 103% of product contribution targets and delivered 40% higher monthly sales through consumer-focused marketing activations.

P&L management Consumer Insights Marketing Activations

Business Dev Key Account

Shopee

Nov 2020 - Jan 2023 (2 years 2 months)

Led business development for Tier 1 Grocery & Pets brands by building joint business plans and advising brands on how to increase sales and traction on Shopee. Used category data to plan growth, making the managed portfolio top 10 categories and improving orders and GMV month-on-month through negotiated deal and campaign investments.

Key Account Management Deal Negotiation Campaign Execution Cross Functional Collaboration

Commercial Marketplace AE

Zalora

Nov 2019 - Nov 2020 (1 year)

Managed consignment operations for the shoes category, then transitioned to a luxury category after 7 months. Delivered YoY growth in NMV, onboarded and supported assortment/intake plans for 7 brands to increase sell-through, and coordinated with operations to improve customer experience via timely warehouse delivery and listing.

Marketplace Account Management Category Management Assortment Planning Reporting Stakeholder Management Operations Coordination

Marketing Brand Executive

Unilever

Dec 2018 - Jun 2019 (6 months)

Assisted with planning digital e-commerce activations, digital campaigns, and offline marketing initiatives. Analyzed market and competitor information to assess brand performance and supported cross-functional execution across sales, trade marketing, supply, finance, and R&D.

Digital Marketing Campaign Planning Commerce Activation Consumer Insights Cross functional Coordination Brand Performance

Marketing Intern

Unilever

Sep 2018 - Dec 2018 (3 months)

Supported daily project objectives by collaborating with sales, trade marketing, supply, finance, and R&D teams. Assisted in analyzing market and category insights to support brand and campaign execution.

Marketing Support Cross Functional Collaboration Market Analysis Category Insights Digital Campaign Assistance Brand Support Project Coordination

Marketing & Comms Intern

PwC Malaysia

Jan 2017 - Present (9 years 5 months)

Maintained and published information on PwC’s internal portal used by 2,000+ employees for proposal and engagement delivery. Developed and drafted 5 social media content pieces for review and helped plan the first phase of the Building Trust Challenge signature event.

Internal Communications Social Media Content Content Review event support Marketing Operations

Radio Traffic Intern

Astro

Jan 2016 - Present (10 years 5 months)

Created traffic-awareness content highlighting driver issues and resolutions, including videos such as Traffic Hacks: Road Sickness Cure? and Traffic Hacks: Your Side Mirror. Recorded traffic news updates for broadcast on Astro radio stations to deliver up-to-date information for drivers.

Video Production Radio Broadcast Support Traffic Awareness Messaging News Writing Team Collaboration Communication Skills