Bernard Yap is a digital strategist and currently the Deputy Director of E-commerce (South East Asia) at Skechers. Operating from Kuala Lumpur Malaysia, Bernard brings over 15 years of experience driving e-commerce success and omni-channel retail innovation. He has a proven track record of pioneering initiatives that doubled year-on-year revenue and scaling organic brand traffic by 300%. His expertise spans DTC platforms, Lazada, Shopee, and TikTok Social Ecommerce, where his next-generation social live commerce strategies have driven significant revenue contributions. A passionate advocate for revolutionizing retail, Bernard leverages cutting-edge technologies and market trends to optimize online presence and craft seamless customer journeys. He is at the forefront of AI short video in social commerce, actively utilizing advanced models for short video generation and multi-language creative content scaling to drive high-conversion engagement. Combining deep technical acumen with data-driven insights, he provides actionable strategies for navigating the dynamic Southeast Asian digital landscape and achieving sustainable e-commerce growth.