Serena Cheng
E-Commerce & Retail Advisor for Consumer Brands | Ex-Amazon
1,065 min coached
44 followers
Studied at The Wharton School (UPenn)
Works at Serena Cheng Coaching
Available tomorrow at 6:30 PM UTC
Questions? Start chatting with this coach before you get started.
Serena's Offerings
Custom hourly · $350/hr
Get help with Brand Development, E-Commerce Platform Management, and .
Serena also coaches for Business Operations & Strategy, Career Coaching, Leadership Coaching, and Executive Coaching. View all.
Serena’s E-Commerce & DTC Qualifications
Coaches professionally
Experience level: Director
I bring 10 years of experience in e-commerce and retail operations, with deep expertise developed through leadership roles at Amazon partnering with leading consumer businesses. My work has focused on driving revenue growth, improving margin, and increasing service levels through vendor management, inventory planning, supply chain execution, and retail operations at scale. At Amazon, I led vendor management and inventory operations across large retail networks, improving assortment and merchandising decisions, strengthening in-stock performance, and reducing inventory waste. I also led initiatives to improve operational governance across complex supplier and fulfillment systems, building KPI-driven mechanisms and cross-functional accountability to improve both efficiency and service levels. I work with e-commerce and consumer leaders to diagnose operational breakdowns, improve inventory and brand performance, and build scalable operating systems. My focus is helping teams translate growth into reliable execution through clear KPIs, disciplined operating cadences, and stronger performance across inventory, vendor, and fulfillment operations.
Serena can help with:
Brand Development
E-Commerce Platform Management
E-Commerce Strategy
Fulfillment & Logistics
Market Research
Product Listings Optimization
Skill Building
Serena also coaches for Business Operations & Strategy, Career Coaching, Leadership Coaching, and Executive Coaching. View all.
About Serena
Serena helps leaders navigate pivotal moments in their careers and organizations—from stepping into bigger roles and preparing for high-stakes interviews to leading through organizational change and increasing impact in fast-scaling environments. She brings 15+ years of leadership experience building and scaling businesses at Amazon, high-growth tech companies, leading consumer brands, and national retailers. Alongside her coaching practice, she advises operators and leadership teams on strengthening operating systems, clarifying priorities, and improving execution. She combines real-world operating experience with structured, evidence-based coaching to help clients gain clarity, build confidence, communicate with greater influence, and lead more effectively. Serena particularly enjoys working with senior individual contributors, new and experienced people leaders, directors, and executives navigating growth, transition, and increasing organizational complexity. She holds a BA from Wellesley College, an MBA from the Wharton School, and is a UC Berkeley Certified Executive Coach.
Why do I coach?
Throughout my career, the most meaningful part of my work hasn’t just been solving complex business problems—it’s been helping people grow. I’ve always been drawn to understanding people’s stories, helping them gain clarity, and supporting them as they navigate important career and leadership decisions. A few years ago, I experienced coaching firsthand. Working with my own coach helped me get clear on what mattered most, challenge limiting assumptions, and give myself permission to pursue opportunities I hadn’t previously considered. That experience reshaped how I approached my own career and how I showed up as a leader. Coaching allows me to bring together two things I care deeply about: helping people think more clearly about their path forward and drawing on my experience leading teams, building businesses, and advising operators in complex environments. There’s nothing more rewarding than seeing someone make a difficult decision with confidence or step into a version of themselves they didn’t think was possible.
Work Experience
Executive & Career Coach
Serena Cheng Coaching
October 2024 - Present
I support leaders at pivotal moments of growth—stepping into expanded roles, navigating change, or strengthening their leadership impact. I draw on 15+ years of experience across Amazon and high-growth companies to help leaders bring clarity to complex situations, strengthen decision-making, and lead with greater confidence and effectiveness.
Head of Operations
Incredible Health
April 2023 - July 2024
Hiring Manager
• Owned end-to-end Operations at a Series B healthcare career marketplace, reporting directly to the CEO • Led a 50-person team and transformed the organization from reactive execution into a metrics-driven operating model, enabling 70% revenue growth and 32% efficiency gains
Senior Director of Customer Service Operations (Audible)
Amazon
April 2021 - April 2023
Hiring Manager
• Led pilot initiatives to transform Customer Service into a retention-driving function, validating new operating models and metrics that increased customer retention from 5% to 28% • Scaled the operating model across a 300+ person global organization and offshore partners, delivering $12M in incremental revenue
Manager, Instock Management (AmazonFresh & Prime Now)
Amazon
July 2019 - April 2021
Hiring Manager
• Owned category inventory strategy for $100M+ grocery and household business, partnering across merchandising, vendors, and supply chain to improve in-stock performance and business growth • Stabilized supply chain during COVID-driven volatility with CPG partners, distributors, and Amazon teams, improving in-stock rates by 43% • Delivered $55M in annual cost savings through inventory optimization and waste reduction initiatives
Senior Instock Manager (AmazonFresh & Prime Now)
Amazon
April 2018 - July 2019
• Owned inventory strategy for Paper and Household categories representing $60M in annual revenue • Improved in-stock rates to 94% (vs. 90% target) through improved forecasting, sourcing, supplier performance, and inbound supply chain execution
Senior Vendor Manager (Quidsi & Prime Now)
Amazon
July 2015 - April 2018
Hiring Manager
• Owned $60–100M P&Ls across beverages, baby, household, personal care, and pet categories, leading a team of 3 Vendor Managers • Drove 350% revenue growth through assortment, pricing, promotions, and CPG partnerships
Strategy Consultant
Accenture
August 2013 - July 2015
Hiring Manager
Select Experiences: • National retailer: Optimized assortment and merchandising strategy across 240 stores, contributing to 95% revenue growth • CPG manufacturer: Built financial models to identify and prioritize cost reduction opportunities
Manager
Morgan Stanley
June 2007 - June 2011
• Drove strategy, business development, and new product initiatives for Morgan Stanley's Global Sustainable Finance group, supporting expansion into environmental, social, and impact investing offerings • Led recruitment and training of 150 employees for the firm's annual pro bono consulting program
Education
The Wharton School (UPenn)
Master of Business Administration - MBA
Activities and societies: NYC Restaurant Industry Trek Co-Founder and Leader; Leadership Development Coaching Program; Consulting Club; Community Consultants
Wellesley College
B.A., Economics, Psychology
Activities and societies: Circle K
17 Reviews
Overall Rating
5.0
Knowledge
5.0
Value
5.0
Responsiveness
5.0
Supportiveness
5.0