Top 25 eCommerce leaders 2022: Christine Ho

Christine Ho (pictured), head of marketing and eCommerce at Wipro LDW, has more than 20 years of experience in the marketing industry, and has been honing her career with the company for over nine years.

Her passion to create visible results has clearly materialised at the company, climbing the ranks from senior marketing manager to now handling the overall brand, communication and customer segmentation strategies.

Over the past three years, she has spearheaded the company’s eCommerce initiatives, built a dedicated eCommerce team, led the online strategies that drive awareness, and identified relevant business opportunities.

On top of that, a large part of her role is balancing operational costs, which when combined with all of the approaches mentioned above, ultimately delivers a strong sales contribution to the company. Passionate about being different, she is a firm believer that great products will stand out. Always one to push boundaries, Ho ensures that all brands under the Wipro umbrella stand out from the competitors by combining best marketing practices and technology to deliver a superior e-customer experience.

Her work stands as a testament to who she is as a person and what is important to her. She has a keen eye for what consumers yearn for in today’s day and age – a need for good stories.

Hence, to ensure high brand awareness, her team focuses on creative brand storytelling to really be noticed.

One area she’s particularly proud of is establishing the influencer community for the company where content creators become passionate advocates of Wipro’s brands. The initial campaign saw Wipro teaming up with 100 real life mums to share their product reviews after they received samples from confinement centres. The mums ended up sharing their reviews and educational videos which resulted in a massive boost in the sales of Wipro’s products, and the brand ranking number one in the mother and baby category.

When asked the priorities that make a good marketer great, she said agility in responding to the ever-changing needs of consumers is a must. This has to come both in terms of quality products and their high expectations of a safe and quick delivery.

However, her success hasn’t come without its share of ups and downs. When asked what was a key challenge she faced in her role, Ho said trying to convert visitors into paying customers is still an area of challenge many brands face. At the end of the day, a site can have a lot of traffic, clicks and impressions, but it also needs to convert this into sales. To tackle this, she encourages her team to always think from a shopper’s perspective.

To inspire engagement and transaction at every touch-point, her team also embarked on designing a customer experience strategy to create optimised journeys for visitors. She added that while there is now a clear shift back to brick-and-mortar stores, her team is dedicated to focusing on the growth of its online stores.