Yesterday might be August 8 to you, but for these ladies, it was a special day at the office.

• Why? It’s the first day of a double-digit mega sale day in one of SEA’s biggest e-commerce platforms, Lazada! 

‍

🛍️ What else makes it special? It’s a time where Lazada can give their customers more things to look forward to! 

• That means giving them access to big discounts, flash deals, and limited offers. 
• Who loves it? Everyone, of course, but especially its women customers, who can get the best deals from local (and international!) brands on with LazBeauty, LazLook, and LazMom, and more. 

‍

⏰ Ready, set, checkout! 

The 8.8 sale actually lasts until 8.12. Yes, three days! And that seems counterintuitive for most businesses. 

For one, why does it make sense for this major e-commerce to slash prices monthly? 

Plus, we’re also curious to know they make these complex campaigns a success every month! 

We’ve got the answers. Here’s the inside scoop from the ladies that make it happen at Lazada Philippines.

‍

🇵🇭 It starts with local

These mega-campaigns really begin with the sellers, who bring huge crowds to the Lazada app.

• What’s hot? Beauty! Women are driving sales of cosmetic products on the platform, especially because of features like LazBeauty Club, where members get special discount offers. 

Digital first. In the past, brands would prioritize physical locations and treat online platforms as a channel for extra sales, but not anymore! 

• Local beauty brands like Happy Skin Cosmetics and Colourette (a D2C startup backed by Foxmont) started out as Lazada sellers. Both now have various physical locations. 

‍

🏆 Everybody wins

Of course, shoppers are happy with shopping hauls. But are sellers happy about slashing their prices? Yes!

• Mega-campaigns like double-digit sales are key to driving seller success.

Each mega-sale is a potentially life-changing moment for each seller, many of them women.

• More and more women sellers are joining Lazada, since sellers are mostly remote-based and have flexible hours.  

My first million. Anika Leongson, Category Manager of LazMall Beauty, shares an anecdote with a chemist who was selling his inspired scents on Lazada.

• “He was not yet very successful when I first met him [as a key account manager], but the first time he made a million pesos (almost $18K USD) in sales was during the 11.11 sale.”

‍

👀 The insider look

A lot can go wrong when companies hit scale—especially for mega-campaigns with tons of brands and sellers involved. 

Here’s how Lazada’s women keep the show running. 

• 💄 Category teams like Anika’s check out each deal from each brand and make sure all best-selling items have enough stock for the mega-campaigns. 
• 🥍 Key Account Managers like Celine Villonco connect with sellers to set them up for success, improve their sales through tips, and more!
• 🤳 The Product Operations and Traffic Strategy team led by Head Pauline Castro even experiments with the app’s UI/UX to design the best customer experience. 
• 🌟 Brand Manager Alyssa Chuidian creates localized campaigns that tap into the shopper’s emotions to connect with the emotional needs of Filipinos better. 

‍

They’ve got the girl power. And before you ask why they’re all women, here’s a simple answer: they make up 49% of Lazada’s workforce! 

• And to be honest, we’re pretty pumped about this. You don’t really see a lot of women leading in the tech space. 

As Pauline puts it, “As women, we have a distinctive style of leadership and work dynamic built around collaboration and empathy—and these values are becoming more and more important as the tech industry continues to evolve and increase in complexity.”

‍

🔎 Knowing your market 

In e-commerce, the customer is always king. But how do you build that connection with people who use your online platform? 

Lazada’s solution: Hire people who genuinely love what they do! Plus, invest resources to nurture future leaders. 

• “We encourage our teams to openly challenge others on what can be done better, but at the same time offer their own part to support and enable,” Pauline says.

She adds that apart from the perks and interest-based clubs the company offers, they also have coaching, mentorship, and leadership development programs that help position women for success. 

‍

💃 Get to know

Find out more about these women movers and their secrets to thriving in the workplace. 

‍

🌷 Meet Pauline Castro

Her team drives product, content, and user experience optimization on the Lazada Philippines platform. 

And while she leads a team of 30, she’s also a reliable mentor to many others in the office! 

• On Lazada’s culture of leadership: “As leaders, we have the deeper purpose of helping people take a step in the direction of their dreams. When we do that we make work life deeply meaningful, we get the best results from people.”
• Her must-haves: Kindle, Neroli perfume, and everyday serum and eye cream—you can check some of the best ones on LazBeauty.

‍

🌷 Meet Anika Leongson

She meets with local beauty brands and sellers and helps them map out strategies to help their products reach more people! Extra Scoop: she’s been with the company for six years!

• On how e-commerce has made beauty more accessible: “When I was growing up, the only makeup brands I saw, either the more expensive MAC or the mass brands…now, there’s just so many options for people no matter what budget you have. 
• Her must-haves: Tinted lip balms like Sunnies Lip Treat, tinted moisturizer with SPF, and comfy heels.

‍

🌷 Meet Alyssa Chuidian

She plots out marketing campaigns and works with different departments to cook up things like the Lazada Run. 

• On Lazada’s connection with its consumers: “Lazada isn’t just about selling products, it’s about discovering yourself, having that emotional need addressed by a brand.”
• Her must-haves: Phone with a crossbody strap, 1L Aquaflask, and lipstick.

‍

🌷 Meet Celine Villonco

Her team helps sellers set up their businesses for success on mega-campaign days. Oh, and she’s also a fitness instructor! 

• On how Lazada brought out her ‘real self’: “Before Lazada, I had like two different personalities. In the office setting, I was a little more quiet, but on the outside I’m this loud and outgoing person. Lazada kind of brought that out of me.”
• Her must-haves: Laptop, tumbler, and glasses. 

‍

Whether as a seller, as a consumer, or as a marketplace leader, there are lots of ways that women hold up the e-commerce industry. 

So the next time a double-digit sale rolls around, here’s a reminder of the people who make it all possible!

‍

This article is a sponsored post by Lazada Philippines, written by the BackScoop team.