Cheryl Poon

Melbourne VIC, Australia

  1. Marketing
  2. Management
  3. Retail Performance
  4. Marketing
  5. Sales

Fractional CMO | Scaled New Brand to $180M Across APAC | Strategy to Execution Expert

I turned DECIEM's The Ordinary into APAC's #1 serum brand by understanding a simple truth: Korea, Japan, Australia, and China aren't one market; they're distinct cultures requiring different strategies. As APAC Market Director, I scaled the region from <$30M to $180M, leading 100+ people and launching across seven markets. My strength lies in translating strategy into execution while navigating cultural nuances that make or break brands in our region. Whether it's negotiating with Sephora Korea, creating viral campaigns for Little Red Book, or building teams that think globally but act locally. I thrive in the controlled chaos of APAC growth.

  1. Leadership
  2. Business Strategy
  3. Continuous Process Improvement
  4. Strategic Planning
  5. Strategic Partnerships
Hire Cheryl
Cheryl Poon

Experience

  • Self-employed

    Independent Consultant - Beauty & Lifestyle Brands

    Jul 2025 - Present

    Supporting founders and boards with VP-level expertise in go-to-market strategy, marketing, brand positioning, and APAC expansion.

  • DECIEM | The Ordinary

    DECIEM | The Ordinary

    Market Director, APAC — VP-level Regional P&L Leadership

    Aug 2017 - Nov 2024

    DECIEM, parent company of The Ordinary, disrupted skincare through ingredient transparency and accessible pricing. Acquired by The Estée Lauder Companies in 2021, DECIEM transformed beauty marketing by prioritising education over traditional advertising, creating science-first, consumer-friendly skincare.

    • Scaled DECIEM APAC from <$30M to $180M USD in 7 years, establishing the most profitable region globally
    • Delivered 500%+ revenue growth through strategic market expansion and demand generation across seven APAC markets
    • Built The Ordinary into #1 serum brand across Sephora APAC, Priceline, Olive Young, and Farmers NZ
    • Implemented marketing technology stack including CRM, marketing automation, and attribution platforms
    • Led D365 integration across supply chain, finance, and e-commerce systems
    • Established data-driven decision frameworks and performance measurement systems
    • Localised global brand campaigns for APAC markets while maintaining brand consistency
    • Developed market-specific strategies balancing global guidelines with cultural relevance
    • Led consumer insights across China, Korea, Australia, and Thailand to inform strategy

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