Work with Serena
About
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, scaling teams, and improving execution. She brings 15+ years of leadership experience across Amazon and high-growth technology companies, with a track record of building and scaling businesses, improving operational performance, and leading complex cross-functional initiatives. Alongside her coaching practice, she advises operators and leadership teams on strengthening operating models, clarifying priorities, and translating strategy into effective execution. Serena 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. She particularly enjoys working with senior individual contributors, 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.
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
Why do I coach?
Throughout my career, the most meaningful part of my work has been helping people grow. I’ve always been drawn to understanding people’s stories, helping them gain clarity, and supporting them through important career and leadership decisions. I experienced coaching firsthand a few years ago, and it had a meaningful impact on how I approached my own career and leadership. It showed me the value of having someone help you challenge assumptions, see new possibilities, and move forward with confidence. Coaching allows me to combine that experience with my background leading teams, building businesses, and navigating complex organizational environments. I love helping people turn ambiguity into clarity and take their next step with confidence.
Work Experience
Strategic Advisor & Coach
Serena Cheng Coaching
October 2024 - Present
Advise founders, executives, and senior leaders on leadership effectiveness, strategic decision-making, organizational scaling, and career transitions. Partner with leaders across consumer, retail, technology, healthcare, and startup environments through independent advisory and coaching engagements.
Head of Operations
Incredible Health
April 2023 - July 2024
Hiring Manager
Owned strategy and execution for Operations at a Series B healthcare career marketplace, reporting directly to the CEO. Led a 50-person team with 4 direct reports, shifting team capacity toward higher-value work that directly supported revenue growth while improving operational efficiency and execution through data-driven process redesign and tooling improvements.
Senior Director of Customer Service Operations (Audible)
Amazon
April 2021 - April 2023
Hiring Manager
Led Audible Customer Care's transformation from a traditional cost center to a revenue-generating function across U.S. and international markets, significantly increasing customer retention and unlocking $12M in incremental revenue. Directed strategic planning, performance management, and operational execution for a 350+ person global Customer Care organization.
Manager of Inventory Management (AmazonFresh & Prime Now)
Amazon
April 2018 - April 2021
Hiring Manager
Owned inventory strategy for $100M+ in Paper, Household, Personal Care, and Beauty categories across AmazonFresh and Prime Now, leading a team of 5 Instock Managers. Led COVID recovery efforts with CPG partners, grocery distributors, and Amazon teams, improving in-stock rates by 43% during peak demand volatility. Drove network-wide initiatives that reduced inventory shrink and delivered $55M in annual cost savings.
Senior Vendor Manager (Quidsi & Prime Now)
Amazon
July 2015 - April 2018
Hiring Manager
Owned $60–100M consumer category P&Ls, leading a team of 3 and driving 350% revenue growth through assortment strategy, pricing, promotions, and supplier partnerships. Developed strategic growth and profitability strategies in partnership with suppliers, Marketing, Supply Chain, and Finance to improve category performance and drive financial returns.
Strategy Consultant
Accenture
August 2013 - July 2015
Hiring Manager
Advised retail and consumer clients on strategic and operational priorities, including assortment strategy, merchandising optimization, cost reduction, and customer segmentation.
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 for 150 employees participating in 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
5.0 average review
17 reviews
Overall rating
Serena also coaches for Business Operations & Strategy, Career Coaching, Leadership Coaching, and Executive Coaching. View all.