Head of E-commerce

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JOB DESCRIPTION
E-COMMERCE HEAD
1. JOB PURPOSE
Lead the end-to-end e-commerce business across beauty brands and all relevant marketplaces and social commerce channels. Drive GMV and net sales growth, maximize channel profitability, and expand market share through strong commercial execution, marketplace development, and digital commerce innovation. Lead cross-functional teams to deliver sustainable business growth and strengthen the company's competitive position in the online beauty market.
2. KEY RESPONSIBILITIES
1. Commercial Growth & Business Development
Develop and execute commercial strategies to accelerate GMV, net sales, and market share growth across all online channels.
Identify new business opportunities, emerging sales channels, and growth drivers to expand the company's e-commerce footprint.
Lead annual commercial planning, sales forecasting, promotional calendars, and key campaign initiatives across five brands.
Drive product assortment, hero SKU prioritization, pricing, and promotional strategies to maximize sales performance and competitiveness.
Build strategic partnerships with marketplace platforms and external partners to unlock new revenue opportunities and strengthen commercial performance.
2. Marketplace Management & Channel Performance
Oversee business performance across all relevant marketplaces, including Shopee, TikTok Shop, Lazada, and emerging e-commerce platforms.
Lead marketplace development, platform negotiations, campaign participation, brand days, mega campaigns, and product launches.
Optimize store performance, product visibility, traffic acquisition, conversion, and customer experience across channels.
Analyze marketplace trends, competitor activities, and platform developments to identify opportunities and maintain a competitive edge.
Collaborate with Supply Chain and relevant stakeholders to ensure product availability, fulfillment efficiency, and operational readiness for campaigns.
3. Social Commerce & Digital Sales Acceleration
Drive integrated social commerce strategies across affiliate marketing, livestreaming, short-form video, KOL/KOC partnerships, and creator-led commerce.
Develop scalable affiliate programs to expand creator networks, increase content-driven sales, and improve affiliate productivity.
Lead short-form video and content commerce initiatives to strengthen product discovery, consumer engagement, and purchase conversion.
Oversee livestream commerce planning and performance, optimizing content, traffic, conversion, and sales productivity.
Partner with performance marketing and creative teams to optimize paid media, campaign investment, and customer acquisition efficiency.
4. Financial Performance & Business Intelligence
Own e-commerce P&L performance, including GMV, net sales, gross margin, trade spending, platform fees, and marketing investment.
Drive profitable growth through disciplined budget allocation, promotional efficiency, and continuous performance optimization.
Establish performance dashboards and reporting frameworks to track sales, profitability, channel contribution, and campaign effectiveness.
Translate business data, consumer insights, and market intelligence into actionable recommendations and strategic decisions.
Partner with Finance to manage budgets, monitor financial performance, and ensure alignment with business targets.
5. Team Leadership & Organizational Development
Lead and develop the KAM, Performance Marketing, Design, Content, and Visual Merchandising functions to deliver integrated business outcomes.
Establish team objectives, KPIs, and performance management frameworks aligned with overall business priorities.
Strengthen collaboration across Brand Marketing, Sales, Supply Chain, Finance, and other stakeholders to ensure effective execution.
Build team capabilities, encourage innovation, and foster a performance-driven culture focused on accountability, agility, and sustainable growth.