China e-commerce to the group’s number-one market worldwideOut-selling every other market in the group, online
An integrated CRM, marketing-automation, e-commerce and customer-data stack, localised for China, with 150+ digital products launched on it.A customer stack built for China instead of translated for it, and 150+ digital products shipped on top.
- Organisation
- Precision-optics group, Greater China
- Role
- Head of Digital Transformation & Technologies
- Period
- 2022 – 2024
- Setting
- Commercial digitalisation
What changed
- #1e-commerce market in the group, worldwide
- +35%conversion
- −60%response time
- +43%marketing ROI
- 150+digital products launched
The brief
Digitalise the commercial business in Greater China, from CRM and marketing to e-commerce, on a stack that works inside China’s ecosystem of WeChat, domestic cloud and local models, and inside its data rules.
What was done
- Designed and delivered an integrated Salesforce CRM, marketing-automation, e-commerce and customer-data stack.
- Localised the global CRM and marketing stack for China: WeChat and SCRM, Alibaba Cloud and domestic models.
- Launched 150+ digital products on the shared platform.
- Kept data residency and cross-border transfer inside the China Digital Playbook controls.
Scope
- Salesforce
- WeChat / SCRM
- Alibaba Cloud
- Marketing automation
Building for the local ecosystem first, then reconciling with global standards, is the pattern behind the later two-way China–global work.