L'Oréal Luxe names new digital and eCommerce lead in Malaysia

Oxwhite's head of business, Rachel Tan, has joined L'Oréal as head of digital and eCommerce for Luxe, working closely with all the brand teams under its portfolio including Lancôme, Kiehl's, Biotherm, Shu Uemura, IT Cosmetics, Saint Laurent, Giorgio Armani, and Urban Decay.

As online sales and market penetration in the digital space continue to grow, Tan told A+M that her role supports the strategy for all LUXE brands as well as implementations to accelerate growth across their dot coms, drive marketplace and channel expansion, CRM efforts, and recruitment of customers for its brands. She reports to Matteo Ciuti, GM of L'Oréal Luxe and will oversee four pillars: marketplace, e-boutique, CRM, digital and eCommerce. Tan replaces Eda Lim who is now with Huawei Consumer Business Group as Asia Pacific regional digital manager, according to her LinkedIn.

When asked why she chose this role, Tan explained that she has always been passionate about growth and brand building. Having started her career in advertising and media at Nuffnang before moving on to eCommerce at Shopee, Tan said she has had the opportunity to work closely with many brands. However, she did so as a consultant supporting them externally instead of from within the organisation.

"I am excited to apply what I have learned over the years to help the expansion of a fast-growing category and discover the endless growth possibilities in the digital and eCommerce space," she added.

She joined Oxwhite last June to lead the company's business growth and marketing opportunities. Before that, Tan was with Shopee Malaysia as marketing lead where she oversaw the marketing team locally and was responsible for all marketing implementations and business strategies.

"Oxwhite gave me a view of what it is like to operate as a D2C lifestyle brand. From product development to marketing and customer experience, I have learnt how to work around with limited resources in a startup and fast-moving environment where we have an average of five to 10 new products every month," she explained.

As Oxwhite's head of business, Tan said she led all growth efforts including marketplace expansion in Shopee and Lazada, and its marketing efforts including PR, partnerships and collaboration, as well as affiliate marketing and influencer engagement. "Oxwhite’s revenue has also seen an increase of over 120% in the start of this year and its customer base increased from 80,000 when I joined to 300,000 in the span of a year," she added.

Separately, in April this year, L'Oréal carved out a new region named South Asia Pacific, Middle East and North Africa with Singapore as its headquarters. Vismay Sharma was named president and the SAPMENA leadership team and hub staff are currently based in Singapore.

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