My little corner of the internet
Luke LimeCommerce Strategist
I build things on the internet. Sometimes they even work.
About
A bit about me
I'm an e-commerce strategist with 10+ years of experience building digital commerce across Southeast Asia — from managing official stores on Shopee, Lazada, and TikTok Shop, to negotiating with distributors, to figuring out cross-border trade structures that would make a tax lawyer sweat. Currently the Head of APAC E-Commerce at Church & Dwight, where I lead market entry and sell-out growth across SEA and East Asia.
Before that, I spent time at Lazada managing some of the biggest FMCG brands in the region, ran online sales for Bose across SEA, and kicked off my e-commerce career at Bosch where I learned CSS selectors just to scrape competitor data — because sometimes you build the tools you wish existed. I also ran my own gadget business on Lazada and Shopee, which taught me more about conversion rates, customer psychology, and late-night packing than any MBA ever could.
Outside of work, I'm into trading and financial markets (I built a Pine Script EMA pullback system, don't @ me), AI tools, web scraping, and whatever rabbit hole I've fallen into this month. I have a degree in Electrical Engineering from NUS and a certificate from General Assembly's Web Development Immersive — which means I can talk to engineers without embarrassing myself. Usually.
Fun facts
Experience
Where I've been
Sept 2022 – Present
Head of Sales, APAC E-Commerce
Church & Dwight · Singapore
P&L owner for APAC e-commerce across Southeast & East Asia. Manage official marketplace stores on Shopee, Lazada, Amazon, and TikTok Shop, driving structured sell-out growth across multiple markets. Led brand protection efforts — reclaiming Official Store rights and tackling parallel imports, price leakage, and unauthorised sellers to safeguard premium positioning. Drove cross-border market entry into Thailand, realigned distributor strategies in Thailand and Japan, and conducted value chain and pricing analysis to optimise margin structure amid FX pressure.
Mar 2020 – Aug 2022
Senior Manager, Regional Lazada Partners / Category Management (FMCG, Health & Beauty)
Lazada · Singapore
Key account management for top regional FMCG brands including Unilever, Johnson & Johnson, and Colgate-Palmolive across Southeast Asia. Led annual joint business plans and post-campaign analysis to drive brand sell-out growth on platform. Built PowerBI dashboards to evaluate 20+ e-commerce enabler partners on BAU and campaign performance. Worked cross-functionally with tech teams to assess and prioritise API integrations for strategic partners.
Mar 2019 – Mar 2020
Online Sales Lead, SEA
Bose · Singapore
P&L responsibility for Southeast Asia online sales across marketplace and pure-play channels. Built and managed online sales teams across Indonesia, Malaysia, Thailand, and Vietnam. Achieved annual revenue target by the 9th month and consistently ranked top 3 audio brands on LazMall regionally. Negotiated brand protection clauses (grey market and pricing controls) into contracts with Lazada and Shopee — one of only 2 brands in the category to secure this commercially.
Mar 2017 – Mar 2019
Regional E-Commerce Manager, SEA
Bosch · Singapore
Developed and executed go-to-market strategy to unify multiple Bosch business units under a single Official Store across 6 Lazada markets, improving cross-sell opportunities and brand consistency. Built a Python-based competitive intelligence tool that automatically tracked product listings and merchant performance across six marketplaces. Won additional 11/11 campaign packages in 4 of 6 markets on a limited budget.
Oct 2015 – Mar 2017
Business Owner
MoMo Gadgets (Lazada, Shopee, Qoo10) · Singapore
Founded and operated a D2C e-commerce business selling tech gadgets with full P&L ownership — product curation, pricing, promotions, fulfilment, and customer support. Achieved Lazada Top Seller status (top 1-2% of merchants) through above-benchmark conversion rates and high customer satisfaction. Achieved Qoo10 Good Seller grade within the first month.
May 2015 – Oct 2015
Partner Product Manager
Glow Digital Media (Acquired by ADTZ) · Singapore
Managed performance marketing campaigns on Facebook and Twitter for regional clients including Tencent, Expedia, Agoda, and Zalora. Translated client requirements into product features and worked with the development team to prioritise and ship them.
Mar 2013 – May 2015
Accounts Manager
Adazzle · Singapore
Managed APAC agency clients (Starcom MediaVest, ZenithOptimedia) for a media planning SaaS platform. Delivered onboarding and training, beta-tested new features, and drove platform adoption across accounts.
Dec 2011 – Mar 2013
Marketing Executive (E-Commerce Content)
Marina Bay Sands · Singapore
Produced SEO-optimised content for MBS web properties, contributing to 60% YoY growth in web channel room nights. Part of the 3-person team that launched the MBS Pocket Concierge app — reached top 10 travel apps on iTunes Singapore within one week of launch.
Family
Outside the office
The humans (and maybe animals) that make it all worthwhile.
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