Graduate Studies Blog
MSC MARKETING SCIENCE
A Day in the Life of an MSc Marketing Science Alumnus: On the Cutting Edge of E-Commerce at Lazada
Lazada needs no introduction. The e-commerce giant has captured the hearts (and wallets) of millions of Southeast Asian consumers, and its 11.11 sales extravaganza smashes records annually. What is the science behind its success? A team of marketers with data and analytics tools diving deep into customers’ minds to determine what makes them click.
This possibility of getting inside consumers’ minds fascinated Richard Lee, a Nanyang Business School (NBS) alumnus and current User Growth Associate at Lazada Malaysia. Six years ago, Richard had opted to pursue event management for his bachelor’s degree. But when he took up a marketing internship at a Malaysian SME after graduation, he fell in love with the data-driven side of marketing.
“I was mesmerised by the way we can understand how consumers think and perceive,” he recalls. “Marketing is no longer just about what the company says about its products; we can delve into how consumers react and use those insights to communicate better.”
This newfound passion launched him on a dynamic career path, beginning with a Specialised Master’s in Marketing Science offered by NBS at Nanyang Technological University, Singapore (NTU),culminating in an exciting new role in Lazada’s User Growth team.
Driving growth at Lazada
E-commerce in Southeast Asia is a fast-paced game, with double-digit mega-sales like 11.11 now popping up nearly every month. As a Senior Associate in User Engagement at Lazada Malaysia, Richard is in the thick of the action. “On a day-to-day basis, we’re always preparing for campaigns,” he shares. “Competition is fierce in Southeast Asia; we’re always thinking about how to draw more market share and capture more awareness.”
On any given day, Richard might spend 60% of his time managing day-to-day operations for LazCoins – Lazada’s customer reward system. The other 40% goes toward a strategy for upcoming campaigns.
He describes his role as a “bridge” between sellers and buyers on the platform. “We drive awareness among sellers about how they can use LazCoins to promote discounts and build customer loyalty. At the same time, we develop mechanics to engage buyers through LazCoins and get them to spend,” he explains. “I also help control the issuing of LazCoins – a bit like the bank of a country.”
Every day calls for different mechanics and vouchers, and his work ramps up as campaign day approaches. This includes creating gamification to boost buyer interaction and formulating unique mechanics to drive conversions. “For the upcoming 11.11 campaign, for instance, we’ll run 11% coin discounts for our sellers.”
Accelerated learning in a flat culture
Having joined Lazada just three months ago, Richard has had to negotiate a steep learning curve – one that this keen go-getter has thoroughly enjoyed.
“We have a saying that one year of working at Lazada equals three years working elsewhere,” he laughs. “You can learn a lot and progress fast.”
For his first-ever project at Lazada, Richard was tasked to optimise the standard operating procedures (SOPs) governing LazCoin assets. This was no mean feat, given that he had to get buy-in from many internal departments to create and execute new processes. Yet thanks to his colleagues’ guidance, this project quickly became his most memorable to date.
“I got to interact with multiple stakeholders, which gave me a well-rounded perspective into the whole company,” he shares. “Beyond the project itself, I was able to understand the deeper logic behind what I create.”
This project gave Richard his first taste of Lazada’s flat culture – where leaders and newbies alike have opportunities to interact freely. While it’s common for tech startups to adopt a flat structure, he says, Lazada takes this to “a whole different level”. “It’s a hotdesking environment, so the C-suite bosses are sitting next to you. I appreciate being able to easily ask them questions and get advice.”
Laying the groundwork for adaptability
As e-commerce evolves at lightning speed, marketing teams face the challenge of moving faster than the competition. Richard credits his ability to stay nimble to his experience in NBS’s MSc Marketing Science (MMS) programme.
“In today’s market, you can’t just be a specialist – you have to be agile,” he emphasises. “At Lazada for instance, we still do traditional marketing like magazine advertising. But at the same time, we do digital marketing and even deal with AI and robotics.”
At NBS, MMS students can tap into a wide range of courses – from traditional modules like branding to advanced technical courses on data analytics, neuromarketing, ethnography, and more. For Richard, this well-rounded training has proven invaluable. “It’s prepared me well for the working reality, where I need to be adaptable in every situation,” he says.
The NBS experience has equipped him for a fast-paced e-commerce career in more ways than one.
“In my experiences working at JD.com and Lazada, the reality is that I might have only a couple of minutes to prepare ideas and grab my bosses’ attention,” he reveals. “Back then, I was always nervous about presentations in my classes, but NBS pushed me to practise and present most efficiently.”
Excelling in a multicultural landscape
In the melting pot that is Asia, marketers cannot do without a solid understanding of the cultural differences that shape consumer behaviour. With a diverse class makeup of around 10 nationalities on average, the MMS programme offered Richard the cultural insight needed to excel at regional e-commerce giants like JD.com and Lazada.
“Before Lazada, I was working in regional product operations at JD.com,” he shares. “My key focus was on the Thailand and Indonesia markets, which have vast differences in consumer behaviour.” Having had opportunities to work with classmates from these countries at NBS, he had the proper grounding to engage effectively with different markets.
The cultural agility that students can absorb at NBS, Richard believes, plays no small role in future success.
“It’s critical for e-commerce, where you must react quickly to changes in consumer behaviour. NBS provided a diverse environment that incubated a reactive and adaptive attitude for me.”
Preparing to lead the future of marketing
Richard sums up one key piece of advice for anyone keen to join the fast-moving marketing world: be ready 24/7. “I appreciate how NBS has prepared me mentally and academically for the working world. That’s not easy to find,” he shares. “It’s not just about the grades – if you’re ready to learn from those around you, you’ll have opportunities to get different perspectives and try out many different things.”
Join the next generation of marketing leaders at NBS’s MSc Marketing Science – a one-year programme designed to empower students with holistic marketing competencies. With a range of innovative modules, the MMS delivers cutting-edge know-how for graduates like Richard to become marketing leaders in a digital future.
