TikTok ECommerce Channel
Role:
Management Consultant
Duration:
2022–2024
Location:
London & Guangzhou
keywords:
Strategy
Marketing
Supplier Chain
Merchandise
Challenge
TikTok needed to build a scalable, localized e-commerce platform to diversify its monetization channels across the UK, EU, and APAC.
What We Did
Founded and led the international e-commerce team, scaling to 75+ staff
Developed TikTok Shop's global merchandising infrastructure from zero
Delivered 100%+ GMV growth YoY through localized product pipelines
Integrated agile design and fulfilment between China & Western markets
Drove media, creator, and performance marketing alignment across teams
Impact
“Under Ping’s leadership, TikTok’s commerce arm outpaced all forecasts. The operational playbook became a global template.”
– Executive Peer (internal)
Key Metrics
1000+ localized products launched daily
2X GMV growth (2022 & 2023)
Built foundational ops in two global hubs (London & Guangzhou)
TikTok ECommerce Channel
Role:
Management Consultant
Duration:
2022–2024
Location:
London & Guangzhou
keywords:
Strategy
Marketing
Supplier Chain
Merchandise
Challenge
TikTok needed to build a scalable, localized e-commerce platform to diversify its monetization channels across the UK, EU, and APAC.
What We Did
Founded and led the international e-commerce team, scaling to 75+ staff
Developed TikTok Shop's global merchandising infrastructure from zero
Delivered 100%+ GMV growth YoY through localized product pipelines
Integrated agile design and fulfilment between China & Western markets
Drove media, creator, and performance marketing alignment across teams
Impact
“Under Ping’s leadership, TikTok’s commerce arm outpaced all forecasts. The operational playbook became a global template.”
– Executive Peer (internal)
Key Metrics
1000+ localized products launched daily
2X GMV growth (2022 & 2023)
Built foundational ops in two global hubs (London & Guangzhou)
TikTok ECommerce Channel
Role:
Management Consultant
Duration:
2022–2024
Location:
London & Guangzhou
keywords:
Strategy
Marketing
Supplier Chain
Merchandise
Challenge
TikTok needed to build a scalable, localized e-commerce platform to diversify its monetization channels across the UK, EU, and APAC.
What We Did
Founded and led the international e-commerce team, scaling to 75+ staff
Developed TikTok Shop's global merchandising infrastructure from zero
Delivered 100%+ GMV growth YoY through localized product pipelines
Integrated agile design and fulfilment between China & Western markets
Drove media, creator, and performance marketing alignment across teams
Impact
“Under Ping’s leadership, TikTok’s commerce arm outpaced all forecasts. The operational playbook became a global template.”
– Executive Peer (internal)
Key Metrics
1000+ localized products launched daily
2X GMV growth (2022 & 2023)
Built foundational ops in two global hubs (London & Guangzhou)
SHEIN London / Paris Pop-Up
Role:
Management Consultant
Duration:
2021–2022
Location:
London & Paris
keywords:
Retail
Localization
Merchandising
Consumer Insight
Challenge
SHEIN needed to localize its offering and create physical brand touchpoints to better engage European customers.
What We Did
Designed and executed SHEIN’s first London Pop-Up to test offline strategy
Built local teams and infrastructure for Western market insight
Developed product formulas tailored to UK & EU trends
Managed supply chain synchronization with Shein's China HQ
Aligned design, buying, and logistics to increase speed-to-market
Impact
“We moved from generic mass market to culturally aligned fast fashion — and doubled sales annually.”
– Regional Director, EU Market
Key Metrics
100%+ YoY sales growth (UK/EU)
30K+ footfall at pop-up launch
3 cross-functional teams built and trained in UK
SHEIN London / Paris Pop-Up
Role:
Management Consultant
Duration:
2021–2022
Location:
London & Paris
keywords:
Retail
Localization
Merchandising
Consumer Insight
Challenge
SHEIN needed to localize its offering and create physical brand touchpoints to better engage European customers.
What We Did
Designed and executed SHEIN’s first London Pop-Up to test offline strategy
Built local teams and infrastructure for Western market insight
Developed product formulas tailored to UK & EU trends
Managed supply chain synchronization with Shein's China HQ
Aligned design, buying, and logistics to increase speed-to-market
Impact
“We moved from generic mass market to culturally aligned fast fashion — and doubled sales annually.”
– Regional Director, EU Market
Key Metrics
100%+ YoY sales growth (UK/EU)
30K+ footfall at pop-up launch
3 cross-functional teams built and trained in UK
SHEIN London / Paris Pop-Up
Role:
Management Consultant
Duration:
2021–2022
Location:
London & Paris
keywords:
Retail
Localization
Merchandising
Consumer Insight
Challenge
SHEIN needed to localize its offering and create physical brand touchpoints to better engage European customers.
What We Did
Designed and executed SHEIN’s first London Pop-Up to test offline strategy
Built local teams and infrastructure for Western market insight
Developed product formulas tailored to UK & EU trends
Managed supply chain synchronization with Shein's China HQ
Aligned design, buying, and logistics to increase speed-to-market
Impact
“We moved from generic mass market to culturally aligned fast fashion — and doubled sales annually.”
– Regional Director, EU Market
Key Metrics
100%+ YoY sales growth (UK/EU)
30K+ footfall at pop-up launch
3 cross-functional teams built and trained in UK
Urban Revivo International Division
Role:
Director of Women & Youth
Duration:
2019–2021
Location:
London
keywords:
Design
Market Expansion
Digital Marketing
Retail Ops
Challenge
Urban Revivo aimed to establish an international creative and operational hub outside of China to elevate its global positioning.
What We Did
Established three design departments (Women, Youth, Men’s) in London
Founded the brand’s digital marketing function, creating global campaigns
Led product, team, and operational setup for international growth
Enabled creative independence from HQ while maintaining brand integrity
Distributed to 30+ global flagships including in China, Europe, SE Asia
Impact
“We scaled internationally with a creative nucleus in London — a turning point for UR’s global image.”
– Global CMO, UR
Key Metrics
+40% sales growth (2020–21) despite COVID climate
33 A-list stores supported by new international division
End-to-end design, sourcing, and marketing leadership from UK HQ
Urban Revivo International Division
Role:
Director of Women & Youth
Duration:
2019–2021
Location:
London
keywords:
Design
Market Expansion
Digital Marketing
Retail Ops
Challenge
Urban Revivo aimed to establish an international creative and operational hub outside of China to elevate its global positioning.
What We Did
Established three design departments (Women, Youth, Men’s) in London
Founded the brand’s digital marketing function, creating global campaigns
Led product, team, and operational setup for international growth
Enabled creative independence from HQ while maintaining brand integrity
Distributed to 30+ global flagships including in China, Europe, SE Asia
Impact
“We scaled internationally with a creative nucleus in London — a turning point for UR’s global image.”
– Global CMO, UR
Key Metrics
+40% sales growth (2020–21) despite COVID climate
33 A-list stores supported by new international division
End-to-end design, sourcing, and marketing leadership from UK HQ
Urban Revivo International Division
Role:
Director of Women & Youth
Duration:
2019–2021
Location:
London
keywords:
Design
Market Expansion
Digital Marketing
Retail Ops
Challenge
Urban Revivo aimed to establish an international creative and operational hub outside of China to elevate its global positioning.
What We Did
Established three design departments (Women, Youth, Men’s) in London
Founded the brand’s digital marketing function, creating global campaigns
Led product, team, and operational setup for international growth
Enabled creative independence from HQ while maintaining brand integrity
Distributed to 30+ global flagships including in China, Europe, SE Asia
Impact
“We scaled internationally with a creative nucleus in London — a turning point for UR’s global image.”
– Global CMO, UR
Key Metrics
+40% sales growth (2020–21) despite COVID climate
33 A-list stores supported by new international division
End-to-end design, sourcing, and marketing leadership from UK HQ
JAZI – Saudi Arabia fast fashion E-com
Role:
Strategic Partner
Duration:
2024-now
Location:
Riyadh, Guangzhou
keywords:
Merchandise Strategy
Platform Launch
Localization
Consumer Insight
Challenge
Jazi sought to define and launch a trend‑forward, mobile‑first fashion platform for the Saudi market, merging fast fashion volume with local cultural nuance.
What We Did
Positioned Jazi as “Saudi’s heartbeat of fast fashion”, blending global aesthetics with local resonance
Designed the rapid launch roadmap: app strategy, merchandising algorithms, and real-time trend updates
Structured categories, content, and UX to align with Saudi consumer tastes
Supported early launch marketing strategies including cashback offers and rapid refresh cycles
Impact
“Jazi redefined fashion velocity — local style, instant reward cycles.”
Key Metrics
Over 1 million products sourced and curated
200% cashback early campaign activation
Seamless fast-loading native app user experience
JAZI – Saudi Arabia fast fashion E-com
Role:
Strategic Partner
Duration:
2024-now
Location:
Riyadh, Guangzhou
keywords:
Merchandise Strategy
Platform Launch
Localization
Consumer Insight
Challenge
Jazi sought to define and launch a trend‑forward, mobile‑first fashion platform for the Saudi market, merging fast fashion volume with local cultural nuance.
What We Did
Positioned Jazi as “Saudi’s heartbeat of fast fashion”, blending global aesthetics with local resonance
Designed the rapid launch roadmap: app strategy, merchandising algorithms, and real-time trend updates
Structured categories, content, and UX to align with Saudi consumer tastes
Supported early launch marketing strategies including cashback offers and rapid refresh cycles
Impact
“Jazi redefined fashion velocity — local style, instant reward cycles.”
Key Metrics
Over 1 million products sourced and curated
200% cashback early campaign activation
Seamless fast-loading native app user experience
JAZI – Saudi Arabia fast fashion E-com
Role:
Strategic Partner
Duration:
2024-now
Location:
Riyadh, Guangzhou
keywords:
Merchandise Strategy
Platform Launch
Localization
Consumer Insight
Challenge
Jazi sought to define and launch a trend‑forward, mobile‑first fashion platform for the Saudi market, merging fast fashion volume with local cultural nuance.
What We Did
Positioned Jazi as “Saudi’s heartbeat of fast fashion”, blending global aesthetics with local resonance
Designed the rapid launch roadmap: app strategy, merchandising algorithms, and real-time trend updates
Structured categories, content, and UX to align with Saudi consumer tastes
Supported early launch marketing strategies including cashback offers and rapid refresh cycles
Impact
“Jazi redefined fashion velocity — local style, instant reward cycles.”
Key Metrics
Over 1 million products sourced and curated
200% cashback early campaign activation
Seamless fast-loading native app user experience
PINGHE – fashion retail brand
Role:
Founder & CEO
Duration:
2012–2019
Location:
London & China
keywords:
Fashion-Brand Builder
Global Retail
Equity Exit
Creative Ops
Challenge
Create a high-end fashion brand blending Eastern craftsmanship with Western market infrastructure — and scale it globally.
What We Did
Launched PINGHE and sister line pH15, positioning as aspirational yet accessible
Secured premium retail distribution into Harvey Nichols, Neiman Marcus, SKP Beijing, among 100+ global doors
Presented at London Fashion Week and multiple international fashion weeks
Led full brand operations: design, marketing, supply chain, finance
Raised capital and executed an equity partnership exit strategy
Impact
“PINGHE reimagined East-meets-West luxury fashion, building a sustainable global legacy.”
Key Metrics
Stocked in 100+ high-end retailers across 10+ markets
Completed successful equity exit post scale
Multi-season runway presence in London and Asia
PINGHE – fashion retail brand
Role:
Founder & CEO
Duration:
2012–2019
Location:
London & China
keywords:
Fashion-Brand Builder
Global Retail
Equity Exit
Creative Ops
Challenge
Create a high-end fashion brand blending Eastern craftsmanship with Western market infrastructure — and scale it globally.
What We Did
Launched PINGHE and sister line pH15, positioning as aspirational yet accessible
Secured premium retail distribution into Harvey Nichols, Neiman Marcus, SKP Beijing, among 100+ global doors
Presented at London Fashion Week and multiple international fashion weeks
Led full brand operations: design, marketing, supply chain, finance
Raised capital and executed an equity partnership exit strategy
Impact
“PINGHE reimagined East-meets-West luxury fashion, building a sustainable global legacy.”
Key Metrics
Stocked in 100+ high-end retailers across 10+ markets
Completed successful equity exit post scale
Multi-season runway presence in London and Asia
PINGHE – fashion retail brand
Role:
Founder & CEO
Duration:
2012–2019
Location:
London & China
keywords:
Fashion-Brand Builder
Global Retail
Equity Exit
Creative Ops
Challenge
Create a high-end fashion brand blending Eastern craftsmanship with Western market infrastructure — and scale it globally.
What We Did
Launched PINGHE and sister line pH15, positioning as aspirational yet accessible
Secured premium retail distribution into Harvey Nichols, Neiman Marcus, SKP Beijing, among 100+ global doors
Presented at London Fashion Week and multiple international fashion weeks
Led full brand operations: design, marketing, supply chain, finance
Raised capital and executed an equity partnership exit strategy
Impact
“PINGHE reimagined East-meets-West luxury fashion, building a sustainable global legacy.”
Key Metrics
Stocked in 100+ high-end retailers across 10+ markets
Completed successful equity exit post scale
Multi-season runway presence in London and Asia
