Head of Digital Commercial - China

Head of Digital Commercial - China

Shanghai

Mission

Your mission is to develop and execute a comprehensive digital commercial strategy that drives revenue growth, enhances brand presence, and delivers a best-in-class consumer experience across all digital touchpoints in China. You will lead the digital go-to-market strategy, own the commercial performance of our digital channels, and build a data-driven culture to optimize performance and unlock new growth opportunities.

Responsibilities & Success Measures

Digital Commercial Strategy

• Develop and execute the overall digital commerce strategy for China, aligned with global and regional business objectives.
• Own commercial strategic objective setting, role of channel and execution for all digital channels, including own e-commerce platforms and partner marketplaces.
• Identify and evaluate new digital commercial opportunities to drive growth and expand market reach.
• Co-work on future proofing strategic capabilities and initiatives, including AI adaption, partnership network setup, consumer funnel development, and investment modeling.
• Success Measure: Achieve annual Net Sales and ROAS targets for China Digital channels.
• Success Measure: Successfully sign-off on multi-year LRP with Global and Regional leadership stakeholders.

Performance Marketing Leadership

• Lead the performance marketing team to develop and execute effective strategies for customer acquisition, conversion, and retention.
• Co-create full-funnel integrated strategy with the Marketing organization on data-driven approach, balance brand and commercial targets, as well as operationalize the strategy for the stage of our brand in the local market.
• Manage the performance marketing budget and optimize spend across all channels to maximize ROI and ROAS.
• Champion a data-driven approach, using analytics and insights to drive continuous improvement in marketing efficiency.
• Success Measure: Maintain healthy ROAS across all paid channels while meeting acquisition targets.

Digital Channel Management

• Oversee the management of all digital sales channels, including the brand website, app, and marketplace partners (Tmall, JD.com, Douyin).
• Ensure a seamless and premium consumer experience across all digital touchpoints.
• Collaborate with marketplace partners to drive growth and maximize brand presence within their ecosystems.
• Success Measure: Achieve >90% on-time execution of the digital marketing and launch calendar.
• Success Measure: Maintain high consumer satisfaction scores (CSAT/NPS) for the digital journey.

Team Leadership & Development

• Thought leader within Digital team and regional market. Ability to influence and inspire cross functional leaders and global stakeholders, on the unique landscape and opportunity of the China Digital environment.
• Lead and mentor a high-performing team of digital commercial professionals, including channel leads and specialists.
• Foster a culture of collaboration, innovation, and accountability within the team.
• Develop talent and build a strong pipeline of future leaders within the China digital organization.
• Success Measure: Achieve high team engagement scores and <20% regrettable turnover.
• Success Measure: 100% completion of individual development plans for direct reports.

Your Story:

• Proven E-commerce Leader: You have 10+ years of experience in e-commerce and digital commercial roles, with a proven track record of driving significant revenue growth.
• China Digital Expert: You have a deep understanding of the China digital landscape, including the major e-commerce platforms, social media channels, and digital marketing trends.
• Strong Commercial Acumen: You are highly analytical and data-driven, with a strong understanding of e-commerce financials and key performance indicators.
• Inspirational Leader: You have a passion for building and leading high-performing teams, and you know how to motivate and inspire others to achieve ambitious goals.
• Collaborative Partner: You are a natural collaborator who can build strong relationships with internal and external stakeholders.
• Fluent in English and Mandarin: You are able to operate confidently in a bilingual environment.

Your Team:

You will be a key member of the Digital & Consumer, China leadership team. You will manage a team of digital professionals, including leads for our digital channels and performance marketing. You will work in a fast-paced and collaborative environment, with the opportunity to make a significant impact on our business in China.

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