Head of Channel Experience
Lazada Group
Syarif Lee is the Head of Channel Experience for the Lazada Group, where he oversees the Customer Care portfolio with a strong emphasis on a ‘Customer First’ approach. He focuses on driving operational excellence and the voice of the customers to enhance engagement and foster seller growth – leveraging automation, Artificial Intelligence (AI), data and business intelligence, balanced with a competitive, reliable, and differentiated live service experience. Additionally, Syarif also manages the BPO operations for all six countries for the Group, delivering sustainable cost management through lean principles.
Syarif is a transformational leader with an extensive track record in the eCommerce industry, specializing in operational cost management, logistics strategies, and customer care – all of which are bolstered by his experience in external audit and business strategy consulting. He is passionate about cultivating a strong organisational culture and building teams that add value, create impact, and drive the business towards a collective vision.
He is on a continuous journey to unlock the potential of technology and innovation for sustainable business results, while ensuring organisations remain closely aligned with customer needs. Syarif is committed to leading his team towards building stronger connections with customers.