Lia May Tung
By aligning the people, systems and strategies that make it possible.
David Yurman | Burberry | Kering Eyewear | Saks Fifth Avenue | Christian Dior Couture
I Turn complexity into growth
How I Create Impact
Every transformation I've led follows the same pattern: align people, build the systems that support execution, and create the conditions for sustainable growth.
Aligning executives, teams, and organizations around shared growth priorities.
1
Strategy:
Unified executive leadership across an ~$800M commercial business, enabling +24% Retail and +8% Wholesale growth.
Strategic liaison between the CMO, SVP of Wholesale, and SVP of Retail, translating competing priorities into one commercial agenda.
Partnered with C-suite and VP leadership across David Yurman, Burberry, and Kering Eyewear to support executive planning, governance, and decision-making.
Built alignment across 174 customer-facing channels, ensuring consistent execution across Retail, Wholesale, and Marketing. Developed Wholesale Exclusives as unifying negotiation strategy.
2
Transformation:
Building new capabilities, operating models, and governance frameworks that enable sustainable growth.
Built David Yurman's Wholesale Digital Partnerships function from the ground up, representing a $40M department store portfolio. Highest sales volume to-date beating COVID.
Redesigned operating infrastructure, governance, and performance frameworks across Retail and Wholesale Marketing.
Shaped long-term strategic direction by leading Burberry's four-year planning process and defining David Yurman's Wholesale Digital operating vision for a revenue portfolio of $197M.
Built Burberry's Skypad analytics infrastructure, enabling data-driven planning across a $180M portfolio.
Developed KPI architecture spanning Marketing, Sales, Digital, and Merchandise Planning across three global organizations.
Designing scalable commercial and go-to-market systems that drive measurable business results.
3
Commercial Growth:
Wholesale Exclusives strategy produced +$12.4M incremental sales
Wholesale Digital Channel achieved 24% omni sales penetration, 110% plan
Scalable growth frameworks across 99 wholesale accounts
Replenishment program additions of Footwear & Swimwear categories achieved US 2x revenue & global adoption at Burberry
Ownership + Results
~$800M
COMMERCIAL PORTFOLIO174
CUSTOMER CHANNELS+24% | +8%
RETAIL / WS GROWTH
Outside the Office
Raised in Hong Kong and now call New York home. Outside of work, you'll usually find me listening to podcasts, exploring films, or planning my next trip. My favorite cities include Paris, Rome, Milan, Madrid, Bali, Siem Reap, and Ibiza.
In a past life, I studied film and won a National Geographic competition. I was later selected for the Telluride Film Festival's Student Symposium, joining a cohort of emerging filmmakers who learned from industry icons including Werner Herzog, Tilda Swinton, and George Clooney.
Film taught me the power of storytelling. Travel combined with my international roots continues to remind me that the best ideas rarely come from a single perspective. Those experiences have shaped a leadership style rooted in curiosity, empathy, and have become key to me in building trust while bringing people together around a shared purpose.