Michelle Yip is Lazada Group’s EVP of Marketing and have been with Lazada since 2015. Prior to her current appointment, Michelle managed several key portfolios within Lazada Group. Most recently, she was CMO at Lazada Singapore and advanced Lazada Group’s strategy of user growth and engagement by introducing the concept of “Shoppertainment” to grow social commerce. Michelle was also instrumental in establishing platform policy and seller governance, building Lazada as a self-regulating marketplace, revamping the user journey for improved customer experience and was the commercial leader for the Home Appliances and Home Living categories.
Before Lazada, Michelle has over 10 years of experience in Brand and Product Marketing in the area of consumer electronics. Whilst at Samsung, she launched the first Samsung Galaxy series of Android smartphone devices in Hong Kong and played a key role in establishing the company as a leading global smartphone manufacturer. At Philips, Michelle launched the company’s first digital listening led consumer education campaign and through product lifecycle management optimization in key categories, achieving profitability and propelling them to market leadership positions in multiple countries.
Michelle holds a Bachelor of Business Administration from National University of Singapore, and a Master of Arts in International Business from Korea University.