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Yi Ning Lim
Digital and marketing leader
Yi Ning Lim is a digital and marketing leader with extensive experience in e-commerce and consumer brands.2 Here are some key details about her:
Professional Background
Yi Ning Lim has over 12 years of experience launching and scaling businesses for e-commerce brands.2 Her career has spanned across various sectors including B2B, B2C, startups, and enterprise companies.3
Notable Roles::
- Currently a marketing leader at Entrepreneur First3
- Previously worked at Amazon, RedMart, and Forrester3
- Worked on retail media as early as 2014 when rolling it out at Redmart1
Expertise
Yi Ning Lim has particular expertise in:
- Digital marketing
- E-commerce
- Retail media
- Omnichannel marketing strategies1
Current Position
While her LinkedIn profile lists her as "Consultant / Self-Employed"4, more recent information suggests she holds a leadership position at Entrepreneur First as their Global Head of Marketing.3
Yi Ning Lim is known for her successful track record in launching and scaling businesses in the digital and e-commerce space over the past decade.5 Her experience across various sectors and company sizes has given her a broad perspective on digital marketing and business growth strategies.
Highlights
Fantastic session yesterday at the Growth & AI Summit where I had a chance to meet Sean Ellis, the father of Growth Hacking.
It was in many ways a full circle moment after being introduced to the world of growth in the e-commerce space more than 10 years ago, then venturing into venture and recognising how it continues to be a transformational aspect for any organisation (s/o to my ex boss Andy Young for being such a force for change), and the journey continues.
One of Sean’s observations and advice during the session stood out to me - the success of growth is closely tied for collaboration and commitment from the most senior levels of the organisation. Without a cross-functional approach and a testing culture built in organisation-wide, breakthroughs in performance will be limited.
Great reminder, and glad to have you in this part of the world. Thank you David Isaac Mathews for pulling together a solid agenda!
(When) Will retail media networks become the primary focus for brands in APAC?
I had the privilege to participate in a great discussion at FUTR Asia 2023 by FUTR Group , with interesting viewpoints from fellow esteemed panelists Alin Dobrea (ZALORA Group), Nikhil Raj (Moloco), Anna Rhea Teves (Colgate-Palmolive); deftly steered by Penelope Siraj (R3).
I’ve been fortunate to work on retail media as early as 2014 when we first rolled it out at Redmart, before making it omnichannel with innovative executions together with our FMCG partners at offline events. A chance to kick it up a notch at Amazon, arguably the pioneer of retail media, gave me a chance to see the full breadth of capabilities one can unlock across various media platforms.
It’s still early days in Asia but here’s some thoughts coming from a brand owner’s perspective:
☑ Startups can move faster - if you're targeting a niche category, you’d be surprised at the available inventory and bang for your buck versus other channels and networks. The intent is there, and the ability a brand can have to make it highly contextual matters. ☑ Scaling is a challenge - Be it inventory, creative or measurement-related these questions still continue to exist. Are you CPM, CPC, CPA, CPO? Are you following linear or multi-touch attribution? Is your lookback attribution 7, 14, 30 days? Is AI part of your strategy to scale? ☑ Benchmarking matters - across the funnel, the comps are out there. The better you’re able to use data to drive clarity and alignment, the faster you’ll be able to have and inspire confidence in your decision-making.
With more third party trackers on the way out, first party data plays an increasingly critical role. What's your take?
