Digital Marketing Manager

The Digital Marketing Manager is responsible for driving O'Connor Tumbler's digital growth and e-commerce performance through integrated digital marketing and online commerce strategies. This role oversees digital acquisition, performance marketing, marketplace operations, e-commerce campaigns, conversion optimization, and online revenue growth while leading and developing the digital marketing and e-commerce team.

The ideal candidate is a commercially driven and data-oriented digital commerce professional who understands both how to generate traffic and how to convert that traffic into sales. The candidate should be hands-on with digital advertising platforms and e-commerce marketplace dashboards, while having strong leadership capabilities to manage and develop a high-performing team.

Key Responsibilities

1. Digital Marketing & E-Commerce Strategy

• Develop and execute integrated digital marketing and e-commerce strategies aligned with O'Connor's overall business objectives.
• Develop monthly, quarterly, and annual plans to drive traffic, customer acquisition, conversion, revenue, and brand growth.
• Identify growth opportunities through digital performance data, marketplace insights, consumer behavior, and market trends.
• Establish clear KPIs and performance targets across digital marketing and e-commerce channels.
• Ensure digital marketing and e-commerce activities work together to maximize the overall customer journey from awareness to purchase.

2. Performance & Digital Marketing

• Oversee digital marketing activities across Meta Ads, TikTok Ads, Google Ads, and other relevant digital platforms.
• Develop and optimize paid media strategies to drive qualified traffic, customer acquisition, conversions, and revenue.
• Monitor key performance metrics including spend, CTR, CPC, CPM, CPA, ROAS, ROI, conversion rate, and revenue.
• Work with the Creative and Content teams to develop and optimize ad creatives, messaging, hooks, and landing experiences.
• Continuously test and optimize audiences, creatives, campaigns, bidding strategies, and budgets based on performance data.

3. E-Commerce & Marketplace Management

• Oversee e-commerce operations and performance across Shopee, TikTok Shop, and other relevant marketplaces.
• Actively monitor marketplace dashboards, including GMV, revenue, orders, traffic, conversion rate, product performance, campaign performance, and store health.
• Ensure product listings, pricing, promotions, stock availability, product information, and store presentation are properly managed and optimized.
• Identify marketplace growth opportunities and implement strategies to improve traffic, conversion, and sales.
• Coordinate with marketplace platforms and relevant external partners when necessary.

4. E-Commerce Campaign & Promotion

• Develop and manage the e-commerce promotional calendar, including Payday, Double Date, mega campaigns, seasonal campaigns, flash sales, vouchers, bundles, and other platform promotions.
• Coordinate marketplace campaigns with digital advertising activities to maximize traffic and conversion.
• Determine promotional strategies based on product priorities, inventory, commercial targets, and campaign performance.
• Evaluate campaign performance and identify opportunities for optimization.

5. Conversion & Revenue Optimization

• Analyze the full digital commerce funnel from traffic acquisition to purchase and repeat purchase.
• Identify conversion barriers and develop strategies to improve conversion rate, AOV, customer acquisition, and revenue.
• Optimize product pages, pricing, promotions, bundles, campaign landing experiences, and other customer touchpoints.
• Analyze the performance of individual products, campaigns, channels, and customer segments to identify growth opportunities.
• Develop strategies to improve the efficiency and profitability of digital and e-commerce investments.

6. Data Analysis & Performance Reporting

• Consolidate and analyze performance data across digital advertising and e-commerce channels.
• Monitor key metrics including traffic, spend, CTR, CPC, CPM, CPA, ROAS, ROI, GMV, revenue, orders, conversion rate, AOV, and customer acquisition performance.
• Prepare regular performance reports and provide actionable insights and recommendations to management.
• Identify trends, performance gaps, and opportunities through data-driven analysis.
• Develop dashboards and reporting frameworks to monitor overall digital commerce performance.

7. Affiliate, KOL & Social Commerce

• Collaborate with KOL and Live Streaming teams to maximize traffic and sales generated through social commerce.
• Develop strategies to integrate paid media, KOL, affiliate, and marketplace activities.
• Monitor the commercial contribution of KOL and affiliate activities to e-commerce performance.
• Identify opportunities to scale high-performing creators, affiliates, campaigns, and content.

8. Budget & Commercial Management

• Develop and manage digital marketing and e-commerce budgets.
• Allocate marketing and promotional investments based on business priorities and channel performance.
• Monitor advertising spend, marketplace costs, promotional costs, and overall channel profitability.
• Evaluate ROAS, ROI, and other commercial metrics to ensure efficient allocation of resources.
• Identify opportunities to improve cost efficiency while maintaining sustainable revenue growth.

9. Team Leadership & Development

• Lead, manage, and develop the team.
• Set clear team structures, responsibilities, targets, and KPIs.
• Monitor individual and team performance and provide regular coaching and feedback.
• Ensure the team executes digital campaigns and e-commerce operations accurately and efficiently.
• Foster a data-driven, commercially focused, and collaborative working environment.

10. Cross-Functional Collaboration

• Coordinate digital campaigns with product launches, e-commerce campaigns, inventory planning, and business priorities.
• Ensure sufficient product availability and commercial readiness for major digital and e-commerce campaigns.
• Align digital marketing and e-commerce initiatives with overall brand and business strategies.

Qualifications

• Bachelor's degree in Marketing, Business, E-Commerce, Digital Marketing, or a related field.
• Minimum 5 years of experience in digital marketing, e-commerce, digital commerce, or related fields, including at least 2 years in a managerial or team leadership role.
• Proven experience managing both digital marketing/performance marketing and e-commerce/marketplace operations.
• Strong hands-on experience with digital advertising platforms such as Meta Ads, TikTok Ads, and/or Google Ads.
• Strong hands-on experience operating and analyzing e-commerce marketplace dashboards, particularly Shopee, TikTok Shop, Lazada, Tokopedia, or similar platforms.
• Strong understanding of performance marketing and e-commerce metrics, including CTR, CPC, CPM, CPA, ROAS, ROI, GMV, revenue, conversion rate, AOV, and traffic.
• Proven experience developing and executing digital campaigns and e-commerce promotional strategies.
• Strong analytical and commercial skills with the ability to translate data into actionable strategies.
• Experience managing and developing a digital marketing and/or e-commerce team.
• Experience in consumer goods, lifestyle, retail, home & living, drinkware, beauty, or e-commerce industries is highly preferred.
• Strong communication, leadership, negotiation, and problem-solving skills.
• Results-oriented, hands-on, and comfortable working in a fast-paced, data-driven business environment.