Zhangrui Chen

Zhangrui Chen currently serves as the Associate Director and APAC Head of DTC at CHAGEE since November 2024. Prior to this role, Zhangrui was the Head of E-commerce at DFI Retail Group from October 2023 to November 2024, responsible for Guardian's e-commerce business with comprehensive P&L accountability. Zhangrui previously held multiple positions at PRIME SUPERMARKET LIMITED from August 2012 to September 2023, including Head of E-commerce, where Zhangrui managed all aspects of sales, merchandise, and marketing while achieving significant growth in the e-commerce sector. Zhangrui also worked as Business Head for Prime F&B, and as Customer Relationship Management Manager, overseeing the successful rollout of a CRM system across various outlets. Initial career roles included Assistant Retail Manager and Information Technology Executive, contributing to significant team and operational efficiencies. Zhangrui holds a Bachelor of Business Administration in Banking and Finance from Nanyang Business School, along with qualifications from Temasek Polytechnic and Meridian Junior College.