Meet Dora — Director Brand Management of the Coupang Taiwan Retail team

Hi, I’m Dora. I am the Director of Brand Management for Coupang’s Pet category in Taiwan. I joined in February this year. I’m responsible for the overall operational strategy, brand cooperation, and product selection. My team consists of experienced retail e-commerce merchants and brand managers owners who love pets and are pet owners. I, myself, have a cat named Bubu who is over 10 years old. We as a team are responsible for the selection of the best pet brands for our customers. In the Pet category, our core vision is to bring the best products for pets. For us, customers are not just the pet owners, but also their pets. We hope that every pet owner can buy high-quality and reasonably priced products quickly and safely at Coupang. The goal we set is to become the first choice for pet supplies shopping in Taiwan. 

Dora's cat Bubu  

At the time I joined Coupang, I had been working in the e-commerce industry for more than ten years. What originally attracted me to join Coupang was the phrase, "How did I ever live without Coupang?" This is not just a slogan, it showcases our pursuit of customer satisfaction as a company. Bringing good value to our customers by providing them with the best selection of products is what I wanted to do and ultimately Coupang’s vision aligned with my work beliefs. Compared to my past work experience, Coupang is a fast-growing and fast-paced company that is focused on meeting customers’ needs. Within our organization, it also encourages challenge and innovation. As Brand Managers, this environment allows us to continue to push our limits and aspire to grow every day. 

What capabilities are essential for Coupang's Retail Selection team? 

For our Retail teams, we follow these Coupang Leadership Principles (LP):  

1. Aim High & Find a Way: Dare to think big, set high goals, and continue to find faster and better ways to achieve them.  

2. Dive Deep: Don’t just look at the surface, you need to dig into the problems behind the problem. Data evidence, user feedback, brand management, product details, and supplier management must be able to dismantle and optimize in depth.  

3. Demand Excellence & Ownership: Pursue excellence, do not make excuses when encountering problems, but proactively solve problems, act quickly, take responsibility, and let your team and customers feel your sense of responsibility.   

In our team, there is always room for improvement and new challenges that can be solved to satisfy customers’ demands. 

What are some attractive elements for potential brands who would be interested in selling on Coupang?  

When we work with brands in the pet selection, we first focus on the commerce presentation of what Coupang has to offer. Although some consumers might still prefer traditional offline retail options, offering products online solves several potential issues for brands. We are able to offer a bigger selection compared to offline where a physical store would face limited space, all products are easily searchable, and some products are more convenient to be delivered compared to being offline. For me, as a cat mom, cat litter and food are my number one purchases on Coupang. In Taiwan, as we have lots of cat owners, when working with brands, we first focus on essentials such as litter and food options, looking at healthy food options from international brands, then all of the accessories that come with raising cats, such as bowls, toys, and even leashes for the adventurous cats.  

Can you share your goals for the team you are leading and talk a bit on the dynamics of the Retail team?  

Our vision is to make Coupang the first choice for buying pet supplies, our goals for the future are as follows:  

• Grow our product selection to provide the largest number of brands and the widest range of products possible. Whether it is a world-renowned brand or a high-quality local brand in Taiwan, our customers one day will be able to buy whichever product they need on Coupang.  

• Rocket Delivery, strong selection, and sensible prices — achieving “more, faster, better, and cheaper.”  

As a team we are self-disciplined and positive. Each team member knows the important role they play, and we inspire each other to grow. I often say that we do high-performing work with a happy attitude. Our core belief is to provide the best products to satisfy our customers and ensure the best life for their pets. 

Coupang’s Pet category has been well-received by customers. What are our next steps to continue exceeding their expectations?  

We currently have leading pet brands in the world and Taiwan available on Coupang, which allows us to provide better and richer products and better ensure quality.  

Our product selection logic is very simple. If I were to use it for my pet, then I would recommend one brand’s product to customers. We grow together with the brand and achieve win-win results. Together we create a one-stop shopping opportunity that allows customers to buy products with peace of mind, save time and money. What gives us the greatest sense of accomplishment is that we received positive feedback from customers, and this is encouraging as we are become reference in the pet market, a lot of customers have told us, “Now when I buy pet supplies, I go to Coupang.” 

Do you have any advice particularly for other female employees at Coupang? 

Coupang is a work environment that is inclusive and respects diversity. There are many opportunities for women to perform and show their work. Taking me as an example, at Coupang, I can gain the trust and support of my team and supervisors. I would like to encourage all female colleagues to not underestimate their abilities and to not be afraid to challenge themselves to strive for the best. 

Any words to applicants interested in Coupang? 

If you like challenges, want to embrace change, and are willing to solve problems from different angles, then Coupang will be the place for you. There is no standard answer here. You must “Dive Deep” to understand customer needs, have a bias for action and strive to create value for customers. Coupang is a place that will stimulate your potential and allow you to grow quickly. Don’t wait until you’re ready to start, you’ll get better when you start.