Serena Cheng

About

Operations executive and strategic advisor with 15+ years helping consumer, retail, grocery, and marketplace businesses scale through stronger operating models, performance systems, and execution discipline. Former Amazon and startup operations leader experienced in driving growth, improving margins, optimizing operations, and partnering with executives to solve complex business challenges.

Experience

• Strategic Advisor & Executive Coach · Independent10-01-2024

  • Advise founders and senior leaders on scaling challenges including operating model design, organizational effectiveness, strategic prioritization, and execution systems. • Partner with leaders to establish operating rhythms, clarify priorities, and improve decision-making effectiveness.

• Head of Operations · Incredible Health04-01-2023 – 07-01-2024

  • Partnered directly with CEO to scale Operations at a Series B growth company, building processes, metrics, and operating rhythms to support rapid growth. • Led 50-person Operations organization and shifted team from reactive execution to a data-driven operating model, enabling 70% revenue growth and 32% efficiency gains.

• Senior Director of Customer Service Strategy & Operations (Audible) · Amazon04-01-2021 – 04-01-2023

  • Transformed Customer Service into a retention-driven function, developing new operating models, metrics, and workflows that increased customer retention from 5% to 28%. • Scaled the operating model across a 300+ person global organization and offshore partners, delivering $12M in incremental revenue.

• Manager of Inventory Management (AmazonFresh & Prime Now) · Amazon07-01-2019 – 04-01-2021

  • Owned inventory strategy for $100M+ consumer categories, leading a team of 5 and overseeing demand planning, replenishment, supplier performance, and inventory health. • Stabilized supply chain during COVID-driven volatility by partnering with CPG suppliers, distributors, merchandising, and supply chain teams, improving in-stock rates by 43%. • Built KPI frameworks, performance targets, and cross-functional operating mechanisms to improve inventory productivity and reduce waste, delivering $55M in annual savings.

• Senior Inventory Manager (AmazonFresh & Prime Now) · Amazon04-01-2018 – 07-01-2019

  • Owned inventory strategy for paper and household categories representing $60M in annual revenue. • Improved in-stock rates to 94% (vs. 90% target) through improved forecasting, sourcing, supplier performance, and inbound supply chain execution.

• Senior Vendor Manager (Quidsi & Prime Now) · Amazon07-01-2015 – 04-01-2018

  • Owned $60–100M P&Ls across beverages, baby, household, personal care, and pet categories, leading a team of 3 Vendor Managers. • Drove 350% category revenue growth through assortment, pricing, promotions, and CPG partnerships.

• Strategy Consultant · Accenture08-01-2013 – 07-01-2015

  • National retailer: Optimized assortment and merchandising strategy across 240 stores, contributing to 95% revenue growth. • CPG manufacturer: Built financial models to identify and prioritize cost reduction opportunities.

• Manager · Morgan Stanley06-01-2007 – 06-01-2011

  • Drove strategy, business development, and new product initiatives for Morgan Stanley's Global Sustainable Finance group, supporting expansion into environmental, social, and impact investing offerings. • Led recruitment and training of 150 employees for the firm's annual pro bono consulting program.

Education

• The Wharton School, University of PennsylvaniaMBA, Marketing and Operations Management
• Wellesley CollegeBA, Economics

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