About Derrick Chan
I’m an eCommerce and digital growth leader with 18+ years of experience helping brands build, optimize, and scale high-performing digital commerce experiences. Throughout my career, I’ve worked across enterprise, mid-market, startup, and agency environments — leading eCommerce strategy, customer experience optimization, digital transformation, and omnichannel growth initiatives for brands across restaurant, retail, apparel, automotive, wellness, and consumer products industries.
My background combines both business strategy and technical expertise, allowing me to bridge the gap between customer experience, marketing, operations, and technology. I’ve led initiatives spanning Shopify and enterprise commerce platforms, mobile apps, loyalty ecosystems, customer journey optimization, lifecycle engagement, personalization, experimentation, SEO/CRO, and omnichannel commerce strategy.
I’ve had the opportunity to work with recognizable brands including Taco Bell, Jollibee, Coffee Bean & Tea Leaf, Smashburger, Edelbrock, Stillen, and many others — helping organizations improve conversion, streamline digital operations, modernize commerce experiences, and drive scalable growth.
What makes my approach different is that I don’t just focus on building websites or running marketing campaigns. I focus on understanding the full customer journey and helping brands create ecommerce ecosystems that balance business goals, operational realities, and customer experience.
Whether I’m conducting an eCommerce Growth Audit, leading a 90-day optimization engagement, serving as a Fractional Head of eCommerce, or helping architect a scalable commerce platform, my goal is always the same: build customer-centric digital experiences that drive measurable business growth.
Outside of work, I’m passionate about health, fitness, weightlifting, hiking, camping, and the outdoors — which is one reason I especially enjoy partnering with lifestyle, wellness, and consumer brands that align with my personal interests and values.
The expertise I've developed over nearly two decades leading ecommerce, digital transformation, and customer experience initiatives across enterprise and high-growth brands.
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Strategy
Aligning digital initiatives, customer experience, and technology investments with business objectives to drive sustainable growth.
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Product
Developing customer-centric digital experiences, roadmaps, and capabilities that improve engagement, conversion, and business performance.
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UX/CX
Designing seamless customer journeys that reduce friction, improve satisfaction, and strengthen customer relationships.
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Digital Marketing
Leveraging acquisition, retention, lifecycle, and personalization strategies to drive growth throughout the customer journey.
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Technology
Translating business needs into scalable ecommerce solutions through platform strategy, integrations, and digital architecture planning.
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Omnichannel Operations
Connecting web, mobile, retail, loyalty, marketplaces, and operational systems into a cohesive customer experience.
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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%
Grew Alltrade Tools eCommerce sales 100%
Scaled Clover Wireless eCommerce revenue 400%
Featured in Forbes
I've always been passionate about identifying emerging technologies and finding practical ways to apply them to improve the customer experience. Throughout my career, I've been fortunate to work with innovative brands that were willing to challenge conventional thinking and embrace new ideas before they became industry standards.
While serving as Director of eCommerce at Taco Bell, I led the implementation of an AI-powered personalization engine across mobile and kiosk ordering channels to create more relevant and engaging guest experiences. At the time, artificial intelligence was still in its early stages of adoption within the restaurant industry, making the initiative one of the more forward-thinking digital commerce projects in the Quick Service Restaurant space.
The project ultimately attracted industry attention and was featured by Forbes as part of a broader discussion on how AI was beginning to transform the restaurant customer experience. Looking back, it reinforced a principle that has guided much of my career: the most impactful innovations aren't about technology alone—they're about using technology to better serve customers and create meaningful business results.
Mobile CX Summit
One of the most rewarding aspects of my career has been the opportunity to share experiences and lessons learned with others in the industry. While serving as Director of eCommerce at Taco Bell, I was invited to speak at CONNECT The Mobile CX Summit 2018 in Chicago on the topic of Designing the Best Mobile Ordering Experience.
The presentation drew from the work my team and I were doing to evolve Taco Bell's digital ordering ecosystem, including mobile web, mobile app, and omnichannel customer experiences. I shared insights on customer behavior, user experience design, digital adoption, and the challenges of creating seamless ordering journeys at scale.
The experience reinforced my belief that successful digital experiences are built by deeply understanding customer needs, continuously testing and learning, and balancing innovation with operational realities. Those principles have remained at the core of my approach to digital commerce and customer experience leadership throughout my career.
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.