Ka Yan Wan

Category Manager (Promoted from Management Trainee) at DFI Retail Group (2023-07 – Present)

Commercial Strategy: Formulated and executed end-to-end commercial category plans for Wellcome's Canned Item portfolio, optimizing product mix, multi-channel pricing, and promotional mechanics to maximize gross margin and total market share.
Stakeholder Collaboration: Orchestrated cross-functional alignments between internal trade marketing, creative production, and external vendors to execute unified visual merchandising plans and deliver high-impact, multi-channel promotional campaigns that boosted brand visibility.
Data-Driven Decision Making: Engineered automated KPI tracking models using Excel and Power BI to evaluate category health, elasticity, and inventory velocity, directly informing executive business reviews.
Operational Execution: Handled supply chain order fulfillment for B2B corporate clients, maintaining agile issue resolution to ensure uninterrupted stock availability and service continuity.

Project Assistant at HKTVmall (2022-06 – 2022-11)

Data-Driven Decision Making: Spearheaded UX and product attribute filter optimization across 30+ e-commerce sub-categories using machine learning logic, improving site navigation, customer searchability, and overall conversion rates.
Project Management: Conducted User Acceptance Testing (UAT) and coordinated with technical and product development teams to deploy recommendation engine enhancements that boosted on-site consumer engagement.
CRM Marketing: Evaluated consumer purchasing patterns to inform target segmenting, partnering with Merchant Relations and Design teams to curate weekly high-converting campaign collateral for the flagship VIP Day event.

Marketing Intern at Ctrip.com (Hong Kong) Limited (Trip.com Group) (2021-11 – 2022-05)

Commercial Strategy: Analyzed regional travel trends, competitor pricing models, and consumer demand metrics to optimize multi-channel promotional tactics, maximize booking conversions, and boost total campaign ROI across APAC markets.
Digital Marketing: Coordinated cross-platform digital marketing initiatives across eDM, App Push, and social channels to increase user acquisition, drive active app retention, and significantly expand regional brand visibility.
SEO Strategy: Devised and deployed targeted SEO optimization strategies, successfully propelling 10+ high-competition industry keywords onto Page 1 search rankings within a single week.
Performance Analytics: Performed daily campaign performance tracking and A/B testing across ad creatives to deliver strategic recommendations that reduced overall customer acquisition costs.

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