From Sales to Category Building: How Chloe Is Growing Coupang Taiwan's Pet Business

After building her career in software sales, Chloe found a new challenge at Coupang: going beyond closing deals to help brands—and an entire category—grow.

When Chloe joined Coupang Taiwan in December 2025, she stepped into a role that was very different from the sales career she had built.

Today, as a Principal Brand Manager for the Pet category, she works directly with brand principals across sourcing, business development, and assortment strategy. Instead of focusing on a single transaction, Chloe now looks at the bigger picture: how products, partnerships, and operations can come together to create sustainable growth.

From Closing Deals to Building Partnerships

Before Coupang, Chloe worked in software sales, developing new business for solutions ranging from customer data platforms to e-commerce services.

What drew her to Coupang was the opportunity to take her commercial experience further.

"In my previous roles, the focus was often on closing the deal," Chloe says. "At Coupang, the relationship goes much deeper. We work with brands across product strategy, inventory, and supply chain to think about how we can grow the business together."

Coupang's retail model also introduced her to a different way of approaching commerce. Joining the company meant learning a new business from the inside while contributing to its growth in Taiwan.

Earning Trust—and Turning It into Growth

That opportunity became tangible just two months after she joined.

Chloe was working to establish a direct partnership with a brand that already had long-standing distributor relationships. The brand was cautious about introducing a new channel and how it might affect its existing business.

Rather than focusing only on commercial terms, Chloe explained Coupang's business model and how a direct partnership could support the brand's growth. Through continued conversations and planning, she built the trust needed to move forward.

Within her second month, the partnership launched—and the brand subsequently saw sales growth.

"It showed me that Coupang can be more than another sales channel for brands," Chloe says. "We can become a partner that helps them find new opportunities for growth."

For Chloe, the experience reflected an important part of working at Coupang: challenging assumptions, moving quickly when an opportunity emerges, and taking ownership through execution.

Seeing the Pet Category as a Customer

Chloe's connection to the category is also personal. She has two cats and sees firsthand how pet owners increasingly treat their companions as members of the family.

That shift is changing what Taiwanese customers expect from both products and the way they shop. Everyday essentials such as pet food and cat litter are frequent purchases, often heavy and inconvenient to carry. With Rocket Delivery bringing these items directly to customers' doors, Chloe sees an opportunity to make everyday pet care easier.

Her own experience as a customer also shapes how she thinks about selection.

"We don't want to focus only on products customers already know," Chloe says. "We also look for needs that may not be fully served yet."

That includes expanding into areas such as aquatics and products for less common pets. By broadening selection, Chloe and her team aim to help more pet owners find what they need in one place—and discover products they might not have encountered before.

It's a practical expression of one of Coupang's Leadership Principles, Wow the Customer: looking beyond today's expectations to create a better experience.

Growing Beyond Her Own Role

For Chloe, category building doesn't happen within one team.

She works across functions, learning how Finance evaluates business performance and how Marketing uses membership and campaign data to understand customer growth. These perspectives are helping her evolve from a sales-focused background into a Brand Manager who can make decisions with a broader view of the business.

Coupang's Leadership Principles also provide practical guidance in an environment where decisions often need to be made quickly. Think Systemically, Disagree and Commit, and Deliver Results shape how Chloe approaches problems, collaborates with others, and turns decisions into action.

Looking ahead, Chloe wants to deepen her understanding of data and operational strategy while expanding her impact across teams.

For someone who spent much of her career helping clients adopt new solutions, Coupang has given her a different challenge: the opportunity to help build the business itself—and to keep learning as it grows.