Top 25 eCommerce leaders 2022: Luc Wong-Lun-Hing

As the former head of eCommerce at Reckitt, Luc Wong-Lun-Hing (pictured) stood out for his well-executed strategies, and insightful leadership.

But his strengths did not develop overnight, they were the product of 16 years’ worth of hard work, stemming back to his days as a student brand manager at Red Bull Netherlands where he first developed his skills of handling brand management, fast-moving consumer goods, and marketing.

Even before moving to Reckitt, he had an exceptional career at FrieslandCampina where he rapidly climbed the ranks from a commercial management trainee – consumer marketing – to the head of eCommerce and customer relationship management (Singapore).

At Reckitt, Wong-Lun-Hing and his 13-strong team were responsible for the commercial performance of more than 30 eCommerce channels in Singapore that stretched across five marketplaces, two e-groceries, five bricks and clicks, and three on-demand/quick commerce channels. In less than two years, they executed at least 450 successful campaigns, with the support of about 25 agency personnel.

One may wonder how he successfully juggled all of these campaigns. He attributes his success to “a focused, segmented, and omni-channel strategy” and that “it is mission-critical to embrace an integrated approach across different disciplines”.

With a keen eye for details, and an acute understanding of how the eCommerce space constantly evolves, he consistently keeps himself up to date with the latest technology to enhance the skills of his team because he believes that “a growth and continuous optimisation mindset is key to achieving a high converting WOW shopper experience”.

This mindset resulted in him setting his team up with tools that would test and optimise every piece of content they produced. The impact of these tools was instantaneous: with the credit record increasing by a percentage from 2021 to 2022 across all stores, and the lessons learned by each team member ever-lasting.

He is also no stranger to out-of-the-box thinking, and a great example of this was his creative navigation towards promoting Reckitt’s Durex brand, in spite of the strict policies on social media surrounding sex-related advertisements.

His intervention boosted its online market share, and ultimately gave him multiple leading rankings, within business-as-usual and tier one campaigns.

Wong-Lun-Hing has now founded his own interim-management business, Omni Digital Commerce, in the Netherlands. He will be using his rich operational, commercial and strategic digital experience to help people, brands, and businesses grow their eCommerce businesses.