This role accelerates growth across digital commerce channels by translating brand strategy into best-in-class commercial execution. You will drive visibility, conversion, revenue, and shopper engagement across key e-tailers, marketplaces, and Direct-to-Consumer (DTC) channels.

Scope includes third-party e-commerce platforms (e.g., Amazon, RedMart, Lazada, Shopee) and owned DTC channels including the brand e-store, live commerce, CRM, and official flagship stores.

Key Responsibilities

1. Channel Strategy & Growth

Develop and lead annual e-commerce trade marketing plans aligned to sales, share, and profitability targets.

Translate brand plans into high-impact channel activations across:

E-tailers (Amazon, RedMart, online grocery)

Marketplaces (Lazada, Shopee flagship stores)

DTC Channels (owned e-store, live commerce)

Build channel-specific growth strategies covering assortment, pricing, promotions, traffic, and conversion.

Identify whitespace opportunities, new revenue streams, and emerging digital commerce trends.

2. Direct-to-Consumer (DTC), CRM & Live Commerce

Own growth of the brand e-store as a strategic acquisition, retention, and profitability channel.

Drive consumer recruitment to our brand e-store through partnerships and affiliates.

Lead CRM strategy to increase repeat purchase and customer lifetime value.

Manage first-party data capture and database growth.

Lead live commerce strategy and execution across owned and marketplace channels.

Build livestream calendars, promotional mechanics, host/KOL partnerships, and conversion plans.

Optimize the full funnel: traffic → engagement → conversion → repeat purchase.

3. Trade Campaigns & Digital Shelf Excellence

Own monthly promotional calendar across all channels.

Lead end-to-end campaign delivery from planning to execution and post-campaign review.

Drive digital shelf excellence including:

Product listings & SEO

Enhanced content / images

Search visibility

Banners & onsite media

Brand stores

Ratings & reviews

Deliver online-exclusive programs, bundles, and seasonal activations.

4. Performance & Commercial Management

Own trade spend / A&P investment across channels with strong ROI discipline.

Track and optimize key KPIs such as Net Sales, traffic, conversion rate, average order value, subscriber growth, and repeat purchase rate.

Partner Sales teams on Joint Business Planning with key customers and platforms.

Preferred Experience & Capabilities

4–6+ years in Trade Marketing, E-commerce, Digital Commerce, CRM, or Commercial roles.

Experience managing Amazon, RedMart, Lazada, Shopee, and/or owned e-store channels.

Experience in DTC growth, CRM, consumer recruitment, and live commerce preferred.

Strong commercial mindset with ownership of sales and ROI targets.

Data-driven with strong analytical capability.

Strong stakeholder management and execution skills.

FMCG / Consumer Goods experience preferred.