D2C Program Manager

Sony Music China is building a new Direct-to-Consumer business to deepen artist-fan relationships and create new revenue streams beyond streaming.

The D2C Program Manager will lead the zero-to-one rollout of our WeChat Mini Program commerce platform, turning strategy into scalable execution across product launches, merchandising, fulfillment, CRM activation, and business performance.

What You'll Do

• Lead the end-to-end rollout of the WeChat Mini Program D2C business, from platform implementation through pilot campaigns and ongoing optimization.
• Coordinate cross-functional teams across Marketing, Digital, Artist Relations, Merchandise, Physical Products, Operations, Finance, and Legal to deliver launches on schedule.
• Drive e-commerce capabilities, CRM workflows, and customer journeys within the WeChat ecosystem to support acquisition, engagement, conversion, and retention.
• Build scalable operating processes for merchandising, inventory planning, fulfillment, customer service, logistics, and external vendor management.
• Manage manufacturing partners, 3PL providers, budgets, milestones, KPIs, and project risks, providing clear updates to senior management.
• Improve business performance through continuous optimization of conversion, average order value, customer retention, operational efficiency, user growth, GMV, and engagement.

Who You Are

• You have 5–8+ years of hands-on experience in D2C e-commerce or digital commerce operations, including launching and operating WeChat Mini Program commerce platforms.
• You have led zero-to-one e-commerce or digital business launches and know how to turn strategy into practical operating plans, processes, and results.
• You bring strong knowledge of CRM, customer lifecycle management, performance marketing, merchandising, fulfillment, logistics, inventory, and customer service operations.
• You are a strong cross-functional operator who can align internal stakeholders and external partners across technology, creative, commercial, legal, finance, manufacturing, and 3PL teams.

What We Give You

• You join an inclusive, collaborative and global community where you have the opportunity to fuel the creative journey
• A modern office environment designed to foster productivity, creativity, and teamwork
• We invest in your professional growth & development

Equal Opportunities As an active part of a culturally and socially diverse society, Sony Music’s aim is that our workforce is diverse and inclusive. Sony Music is an equal opportunity employer and supports workforce diversity.

We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability.

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