E-Commerce Manager

Position

Mission

Lead and own the end-to-end Tmall business as the channel business owner, with accountability for sustainable sales growth, brand equity, operational excellence and customer experience. The role translates company and e-commerce strategy into an integrated Tmall commercial plan, while building strong platform relationships and leading internal teams and external partners to deliver business targets.

Roles & Responsibilities

A. Tmall Business Ownership & Commercial Planning

· Own overall Tmall performance, including sales and budget planning, KPI setting, forecasting and performance reviews.

· Define the Tmall strategy, commercial calendar and growth roadmap in line with brand and China e-commerce priorities.

· Turn data, market and consumer insights into growth actions and clear management reporting.

B. Store Operations, Merchandising, Clients & Customer Experience

· Lead daily store operations, including product listing, inventory, store content and onsite experience.

· Build a clear understanding of the Tmall client profile and channel strategy to reach the right clients with the right approach, communication and products, including through E-clienteling.

· Own Tmall merchandising, including assortment, launches, stock allocation and sell-through, with Merchandising, Supply Chain and Retail teams.

· Optimize the store journey, content and service experience to drive conversion while protecting premium brand equity.

C. Performance Media & Marketing Activation

· Own the Tmall traffic and performance media strategy and budget, driving traffic quality, conversion and ROI.

· Integrate brand campaigns, launches, member activation and platform moments with Marketing and CRM; lead campaign planning and post-campaign optimization.

D. Platform Partnership & Business Development

· Act as the key Tmall contact, building trusted relationships with platform category, marketing and commercial teams.

· Negotiate business terms, campaign participation and traffic resources, backed by strong business plans.

· Assess new platform tools, solutions and partnership opportunities for the brand.

E. TP Management & Cross-Functional Leadership

· Manage the TP with clear KPIs, operating routines and quality standards; address performance gaps promptly.

· Coordinate with cross-functional and Global teams to deliver an integrated channel plan.

· Drive synergy across Tmall, JD, WeChat and website to strengthen overall e-commerce performance.

Requirement

Qualification & Experience

· 6+ years of marketplace e-commerce experience, including proven end-to-end ownership of a Tmall flagship store or significant Tmall business (mandatory).

· Hands-on track record in marketplace store operations, merchandising, performance media, campaigns, platform negotiation and TP management, with clear delivery against sales and ROI targets.

· Experience across multiple marketplaces (e.g. JD) preferred; exposure to WeChat or other DTC channels is a plus.

· Luxury, premium or brand-led retail experience preferred.

· Fluent in Mandarin and proficient in English.

Skill & Knowledge

· Strong commercial acumen and ownership mindset; manages the channel as a business, not only as a store.

· Solid knowledge of the Tmall ecosystem, marketplace traffic logic, performance media, merchandising and CRM.

· Strong analytical and financial capability; turns data and consumer insights into commercial actions.

· Excellent negotiation, stakeholder and partner-management skills.

· Self-driven, result-oriented and resilient in a fast-paced environment, with strong attention to detail.