Fanny Antonucci
E-commerce Manager

Fanny Antonucci

Digital commerce & online sales channels manager at Club 21.
Work with Fanny Work with a E-commerce Manager

About

Fanny Antonucci is an e-commerce manager with 10 years of experience in leading e-commerce strategies for fashion brands in Asia and has a proven track record in achieving rapid revenue growth through KPI improvement and online channels diversification. She has expertise in setting up new digital channels from scratch, using various systems such as Magento and Shopify, and on several marketplaces such as Farfetch and Zalora. As a digital commerce and online sales channels manager at Club 21, she manages all merchandising and on-site marketing initiatives, including product planning, copy and display with in-house photoshoot, across all online channels for multiple luxury brands that Club 21 distributes in APAC.

Employment

4 roles
May 2020 - Present 6 years
Digital Commerce & Online Sales Channels Manager
Club 21 (Como Group)
  • Managed all merchandising and on-site marketing initiatives, including product planning, copy and display with in-house photoshoot, across all online channels for over 50 luxury brands that Club 21 distributes in APAC.
  • Successfully launched 15 new brand stores on third-party platforms, in Singapore, Malaysia, and Thailand, to drive incremental sales by diversifying the online channels.
  • Assisted in setting yearly/quarterly sales targets and executed the commercial calendar to support revenue expectations.
  • Maintained ongoing communication with director of e-commerce to analyze sales report, change marketing conditions on various online channels to support fast-paced fashion market change in Singapore and Malaysia.
  • Managed monthly and yearly reporting across Google Analytics and 3PL data.
  • Managed the e-commerce team, from recruitment to training and setting yearly KPI.
  • Experienced with marketplaces and systems such as Farfetch, Lazada, Zalora, Kris Shop, Magento, Shopify, and Zendesk.
Nov 2019 - May 2020 6 months
Regional Senior Manager (E-store & Fashion)
Intrepid Group South East Asia
  • Led the fashion category development, from acquiring new clients (fashion) to implementing e-commerce best practices in fashion e-store management across the APAC region (Singapore, Thailand, Indonesia, Philippines, Malaysia, Vietnam). Oversee communication with the clients (fashion), and liaising with the marketplaces (Lazada, Shopee, Zalora) to plan and execute each accounts’ joint business plans.
  • Analyzed the KAM teams’ workflow and implemented project management solutions to improve the teams’ efficiency and ensure service excellence.
  • Took responsibility in designing workflows, testing and rolling out across all teams (200 people over six markets) to guarantee successful adoption of a new workflow management solution.
Oct 2015 - Oct 2018 3 years
E-commerce Manager
New Look
  • Provided full management of New Look Ecommerce Operations and Marketing strategy.
  • Took P&L responsibility (USD15 million), including profitability improvement, resources optimization, and sales revenue growth.
  • Led strategic partnerships with digital platforms and third parties.
  • Planned and executed all aspects of the preparation of the online campaign on third-party platforms (Tmall, WeChat, etc.) for commercial activities such as 11.11, including buying, content and photography.
  • Maximized traffic and sales through digital marketing, improved merchandising and SEO to lead growth and reach profitability.
  • Planned Hero products design, production, and launch (online exclusive) to support the traffic targets, while improving the e-commerce profit.
  • Supported retail to clear past-season stocks through online channels, while minimizing the impact on the company’s overall EBITDA.
  • Planned and executed social media strategy and loyalty programs (KOL live streaming, Weitao content, customer, engagement incentives) in order to grow the brand footprint
  • Managed New Look e-commerce team (SOP, KPI, skills development), partners (logistics, Tmall Partner, customer service) and build processes and training to ensure efficiency.
Oct 2011 - Oct 2015 4 years
E-commerce Manager
Mango
  • Managed MANGO online channels operations and marketing – for mango.com, Tmall, JD.com (Tencent) and outlet flash sales.
  • Continuously improved the sites’ content and marketing strategy to drive traffic and sales, and reach the yearly budget.
  • Developed analytics and reporting to communicate China online results to the Europe headquarters.
  • Managed the marketing seasonal content following the brand guidelines by the global teams and managed online media budget and ROI.
  • Supported social media team to drive higher conversion from Weibo, WeChat campaigns by building a seamless customer journey.
  • Planned and executed all the online campaigns’ preparation (stock, 3PL manpower, media budget).
  • Built relationships with platforms and online partners such as Tmall and Baidu.
  • Managed T-Mall Partner (TP), negotiate terms, and ensure operations efficiency and team training to deliver brand excellence.

Education

Oct 2007 - Jan 2010 2 years 3 months
Bachelor in Fashion Marketing & Management, -
Northumbria University