How Weihan Helps Brand Managers Focus on What Matters Most

Building something from the ground up has been a recurring theme throughout Weihan’s career. She has worked in e-commerce since the beginning of her career, with her experience spanning a B2C e-commerce startup, Momo, and later a B2B e-commerce startup. She was part of Momo’s journey in 2018 as it became Taiwan’s largest e-commerce platform by revenue, and across her startup experience, she saw businesses scale from tens of millions to hundreds of millions in annual revenue.

“Building from zero to one has always been one of my strengths,” Weihan says. Today, she brings that experience to Coupang Taiwan’s Brand Management Operations team, where she leads Operations and the Business Assistant (BA) team supporting Brand Managers. Her goal is to improve the BM team’s operational efficiency so Brand Managers can stay focused on the work that matters most.

Building the Next Chapter of Taiwan E-commerce

After years in e-commerce, Weihan had seen firsthand the limitations companies can encounter as they grow. At one point, she began to think Taiwan’s e-commerce landscape was unlikely to see another major shift. Then Coupang entered the market.

“I wanted the opportunity to be part of Coupang’s journey—from a challenger in the market to building toward market leadership,” she says. The opportunity appealed to what she had always enjoyed most: building something new. This time, rather than focusing on one business or category, her role would be to help the broader BM organization work more effectively.

Brand Managers at Coupang work across different retail categories, and their operational needs are not always the same. Weihan and her team work closely with BMs to understand the different needs and characteristics of each category and determine how the BA team can best support them. By doing so, they help Brand Managers dedicate more time and energy to higher-impact priorities, including supplier negotiations.

Effective operations, in her view, is not simply about completing tasks. It is about building the team structure and support that allows the broader organization to keep moving.

Scaling a Team While Keeping Operations Moving

That approach was put into practice in Q3 2025 through the New Selection Project. Early in the project, one of Weihan’s leaders encouraged her to think beyond the boundaries of her own team: “Think like you own the company. Ask yourself what the company needs to do to make this project successful.”

The advice reflected Company-wide Perspective, one of Coupang’s Leadership Principles, and shaped how Weihan approached the project. Rather than treating Operations as an isolated workstream, she looked across the organization at what needed to happen for the broader project to move forward.

She partnered with Recruiting to rapidly scale the workforce within a month, while working with other teams to prepare a new workspace and coordinate the team’s relocation. At the same time, she collaborated closely with the BM team to understand the different needs and characteristics of each category, using those insights to design the team structure and training needed for the project.

The experience changed the way she thought about project management. “Before this project, I tended to think of project management as a sequence: complete one task, then move on to the next,” she says. “I thought seamless handoffs were the hallmark of good management.”

At Coupang, however, recruiting and workspace planning had to move forward at the same time. New hires also arrived at different times, so onboarding and support had to continue while other parts of the project were already underway. “In a fast-moving organization, everything happens simultaneously,” Weihan says. “My role is not to have one team wait for another when timelines do not align, but to find temporary solutions that keep everyone moving forward.”

Ultimately, her team became a key operational partner to the BM organization, enabling Brand Managers to focus more of their time and energy on higher-impact priorities. For Weihan, the project also reshaped what effective operations looks like: rather than waiting for every piece to fall perfectly into place, it is about keeping teams moving toward the same goal.

Challenging Assumptions and Moving with Urgency

Weihan came to Coupang with years of e-commerce experience, but she has also learned that experience can become a limitation when it leads people to rely too heavily on what has worked before. That is why Dive Deep is one of the Leadership Principles that resonates most strongly with her.

“The BM team is made up of experienced professionals from across the industry,” she says. “But experience can sometimes become a limitation when it leads us to rely too heavily on what has worked in the past.”

At Coupang, Weihan has seen leaders examine the details and look for evidence rather than rely on assumptions. That approach has prompted her to reconsider some of her own long-held beliefs. “There have been moments when something I had long believed to be true turned out not to be,” she says. “I genuinely enjoy recognizing those mental blocks, challenging my own assumptions, and changing the way I think.”

Ruthless Prioritization and Move with Urgency are equally important to how she works. “To focus on what we must win, we have to be willing to give up things we may want to do,” Weihan says. Once the goal is clear, she believes in moving rather than waiting for a perfect solution: “We move forward and solve problems along the way.”

That combination of curiosity and action is part of what Weihan values about working at Coupang. “If you thrive on the energy of a startup, you’ll probably enjoy working here—with the difference that Coupang has the resources to turn ambitious ideas into action.” Each new challenge has also expanded her sense of what is possible, giving her opportunities to learn, adapt, and rethink what success can look like.

Looking ahead, she wants to keep building—helping the BM organization focus on what matters, find solutions when plans do not align, and keep moving.