Ivy Fu

Digital luxury sales expert | ex-Farfetch, Net-a-Porter, Selfridges

I am an customer centric leader in luxury and ecommerce with particular focus on developing effective omnichannel customer engagement and clienteling strategy to drive customer loyalty and commercial revenue, I have experience working in both established companies and start-ups to help them to achieve their commercial and CRM goals.

Previous Brands
Avant Arte
DFS Group Limited
Work Experience
Head of Sales
Jun ‘20 - Feb ‘23
Avant Arte

Avant Arte is an e-commerce platform for limited art editions by the world’s finest contemporary artists (price range: £300 - £40,000). I was the first hire to build the department from scratch. During my tenure, I led the team to achieve sales and clienteling targets. • Responsible for overall sales and customer engagement strategy. • Provided data-driven insights and directions for art advisors in online and offline client outreach and relationship building for each release. • Worked closely with the co-founder to develop and execute VIP strategy. • Planned and executed offline experiences to build brand image and drive customer engagement including exhibitions, events, personalised tours, art advisory service. • Ownership of CRM tools; implemented Hubspot and Metabase to facilitate clienteling activities. • In partnership with internal stakeholders to create customer feedback loop with the goal to acquire new clients and retain existing clients. • Recruited and managed a team of 7 FTEs.

Customer Engagement Consultant
Jul ‘21 - Dec ‘22

I joined Selfridges as contract consultant when they planned to introduce a new digital personal shopping service focused on Greater China and Middle East. I offered strategic advice and guidance on customer engagement, clienteling, Salesforce integration, team recruitment and management for launch

Director of VIP
Apr ‘18 - Dec ‘19

Secoo is an omnichannel luxury lifestyle platform based in China with over 6 million active customers. Following its IPO on Nasdaq, I was recruited by the CEO in this newly created role to own the customer strategy and execution. • Ownership of customer engagement and loyalty; responsible for customer retention and customer segment growth. • Worked with data team to analyse existing customer database; identified customer touch points to plan online and offline outreach activities to engage with existing and potential VIPs. • Led training programs for store staff in Beijing, Shanghai and Chengdu on clienteling and customer service. • Recruited and managed a team of 5 FTEs.

Senior Private Client Manager - Greater China & Asia
Oct ‘15 - Apr ‘18

I joined Farfetch when it opened new offices in China and Hong Kong to build the private client department from scratch, covering Greater China and Asia (ex. Japan & Korea). • Full ownership of the private client business in the region; designed and implemented strategy plans in VIP acquisition, engagement and retention through online and offline channels. • Provided regular coaching for personal shoppers on clienteling and consultative sales. • Worked closely with internal stakeholders to continuously improve customer experience; partnered with Training department to design a comprehensive training plan including onboarding and ongoing refresher training. • Exceeded targets by over 10% for two consecutive years (triple-digital growth), delivering £36 million GMV; exceeded customer acquisition and retention targets. • Recruited and managed 16 FTEs.

Personal Shopper - Greater China & Asia Pacific
Apr ‘13 - Oct ‘15

joined Net-a-Porter when it opened a new office in Hong Kong as their first personal shopper. I was transferred to Shanghai in 2014 to lead client development initiatives in China. • Developed and managed an active VIP client book of over 250 clients across Asia. • Utilised customer data, digital channels, face-to-face appointments and events to pro-active outreach and engage with VIP clients • Top sales performer for two consecutive years, delivering US$5 million net revenue.

Retail Marketing Coordinator
Mar ‘09 - Apr ‘13
DFS Group Limited

DFS Group is a Hong Kong-based luxury travel retailer under LVMH Group (Moët Hennessy Louis Vuitton). I was based in Hong Kong International Airport. - Coordinated all retail marketing activities and visual merchandising plans for over 40 stores (fashion boutiques, duty-free liquor & tobacco, beauty, general merchandise). - Managed relationships with third parties, e.g. Airport Authority and airport lounges to drive store traffic. - Took on an additional role in business development to produce bilingual tender documents for new retail spaces. Following the winning of the bid, I was appointed as store opening coordinator for 38 stores across 80,000 square feet at Hong Kong International Airport.

Jan ‘08 - Mar ‘09

InMagazine was a bilingual fashion-lifestyle monthly magazine distributed in Hong Kong and China. I wrote articles and advertorials in Chinese and English. Articles covered fashion, culture and design; advertorials included luxury brands, shopping malls and tourism boards.

Chinese - Fluent
English - Fluent
Japanese - Basic
Location Preference
To be discussed
Work Pattern
Employment Preference
Hourly Consulting
Permanent Positions
Freelance Assignments
Education & Training
HKUST Business School
London, UK