About Derrick Chan

I'm an eCommerce and Digital Commerce leader with more than 18 years of experience helping brands improve customer acquisition, conversion, and retention.

Throughout my career, I've led digital initiatives spanning websites, mobile apps, loyalty programs, CRM, analytics, marketplaces, SEO, and digital transformation for both enterprise and mid-market organizations.

Most recently, I served as VP & Head of Digital for Jollibee Foods Corporation North America, overseeing digital commerce across multiple restaurant brands. Prior to that, I helped lead Taco Bell's eCommerce and digital technology initiatives, including the mobile app and online ordering experiences used by millions of customers.

Today, I help businesses build scalable eCommerce ecosystems, optimize digital experiences, and accelerate growth through strategic consulting and hands-on execution.

Brands I've Helped Grow

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The expertise I've developed over nearly two decades leading ecommerce, digital transformation, and customer experience initiatives across enterprise and high-growth brands.

  • Strategy

    Aligning digital initiatives, customer experience, and technology investments with business objectives to drive sustainable growth.

  • Product

    Developing customer-centric digital experiences, roadmaps, and capabilities that improve engagement, conversion, and business performance.

  • UX/CX

    Designing seamless customer journeys that reduce friction, improve satisfaction, and strengthen customer relationships.

  • Digital Marketing

    Leveraging acquisition, retention, lifecycle, and personalization strategies to drive growth throughout the customer journey.

  • Technology

    Translating business needs into scalable ecommerce solutions through platform strategy, integrations, and digital architecture planning.

  • Omnichannel Operations

    Connecting web, mobile, retail, loyalty, marketplaces, and operational systems into a cohesive customer experience.

  • Executive Leadership

    Leading cross-functional teams, aligning stakeholders, and driving execution to deliver measurable business outcomes.

Career Highlights

Grew Jollibee digital revenue from $45M to $146M

As VP of Digital Commerce & Technology I helped launch, scale and optimize Jollibee's digital ordering channels for 5 years. In that time I was able to help grow digital ordering by over 37% YoY for four consecutive years.

Increased Taco Bell eCommerce revenue 250%

During my time at Direct of eCommerce for Taco Bell, I helped establish Taco Bell's enterprise digital commerce strategy, supporting growth across mobile ordering, customer acquisition, and omnichannel customer experiences. This resulted in growing web/app sales from $40M to $100M within 2 years (pre-pandemic).

Increased Taco Bell organic commerce revenue 366%

I led SEO for Taco Bell for 4 years, during that time we implemented an advanced hyper-local SEO strategy for all 7000 restaurants which resulted in 131% increase in organic traffic and 366% increase in organic revenue.

Grew Alltrade Tools eCommerce sales 100%

Developed and launched a new DTC business channel, expanding the company’s direct sales capabilities and contributing to 100% YoY online revenue growth.

Scaled Clover Wireless eCommerce revenue 400%

Led omni-channel sales strategy selling mobile devices DTC via multiple websites, Amazon, ebay, other marketplaces and wholesale. By optimizing our merchandizing strategy and implementing hyper segmented personalization we were able to maximize our sales for every channel.

Beyond eCommerce

When I'm not helping brands optimize their digital commerce experience, you'll usually find me exploring the outdoors.

I enjoy camping, overlanding, hiking, and discovering new places with family and friends. Whether it's navigating remote trails, planning multi-day adventures, or simply unplugging from technology for a weekend, the outdoors gives me an opportunity to recharge and gain new perspective.

Many of the same qualities that drive successful outdoor adventures—preparation, adaptability, problem-solving, and continuous learning—also shape how I approach ecommerce strategy and leadership.

QSR eCommerce Insights Podcast with Derrick Chan

I got to be a guest on the GoldenComm Podcast with Jason Lavin to discuss QSR eCommerce and how the food industry has gone digital. With 16 years of eCommerce experience, 9 specifically in the QSR industry, I’ve had the opportunity to experience all of the nuances of the QSR industry.

Contact Derrick