E-Commerce Lead, Supplement

Role Purpose

The E-Commerce Lead owns revenue, margin and trade investment for LIVMORE, a longevity supplement brand, across Shopee, Lazada, TikTok Shop and LINE OA, and is accountable for the brand’s total Trade Spending. The role turns commercial strategy into profitable growth: setting pricing, planning and allocating trade budget, running promotions with platforms, and making sure every baht of trade spend earns a measurable return.

Key Responsibilities:

Revenue & Channel Growth

• Own annual and monthly revenue targets by channel (Shopee, Lazada, TikTok Shop, LINE OA) and build the plan to deliver them.

• Set channel strategy: role of each platform, assortment by channel, hero SKUs, bundles and channel-exclusive packs.

• Plan and execute the platform campaign calendar (3.3–12.12 mega sales, payday, brand days, live commerce) with sales and margin targets per campaign.

• Drive sell-out levers: search ranking, listing quality, ratings and reviews, conversion rate, average order value and repeat purchase.

• Build LINE OA as an owned CRM and direct-sales channel (broadcast, segmentation, member offers, re-purchase journeys).

• Oversee TikTok Shop commerce including affiliate/KOC programs and live selling, in coordination with the Marketing Lead.

Pricing & Margin Management

• Set and govern price architecture: RSP, everyday online price, promo price floors and price corridors across platforms.

• Prevent price conflict between channels; monitor unauthorized sellers and price undercutting.

• Own channel P&L: gross-to-net, platform commission and fees, shipping subsidies, vouchers and discounts.

• Analyze SKU and channel profitability; recommend price, pack-size and portfolio changes.

• Model the margin impact of every promotion before approval and protect target gross margin.

Trade Spending & Trade Promotion

• Build and own the annual Trade Spending budget and phasing.

• Allocate trade budget across channels, campaigns and SKUs based on ROI and strategic priority.

• Design promotion mechanics (discount, bundle, gift with purchase, voucher, free shipping, co-funded platform deals) and set rules on depth and frequency.

• Negotiate co-investment, campaign slots, placements and joint business plans with platform account managers.

• Post-evaluate every major promotion: incremental sales, ROI and margin impact; feed learnings into the next cycle.

• Track trade spend vs budget monthly and control leakage and accruals with Finance.

Planning, Analytics & Reporting

• Produce the monthly business review for the Senior Commercial Manager: sales, margin, trade spend, channel KPIs and forecast vs actual.

• Own the online sales forecast and align with supply chain on stock, launch timing and campaign volumes to avoid out-of-stock.

• Monitor traffic, conversion, category share and competitor activity through seller centers and data tools.

Cross-functional Collaboration

• Marketing Lead: campaign briefs, content and brand consistency on stores and product pages.

• Finance: P&L, trade accruals and pricing approvals.

• Supply chain / operations: forecasting, fulfilment and service levels.

• External partners: e-commerce enablers and ads agencies where applicable.

Key Performance Indicators

• Revenue vs target by channel and total online

• Gross margin % and contribution margin by channel

• Trade spend as % of gross sales vs budget

• Trade promotion ROI / incremental sales per baht spent

• Campaign achievement vs target (sales and margin)

• Conversion rate, AOV and repeat purchase rate

• Forecast accuracy and online out-of-stock rate

• Price compliance (no unauthorized price breaks)

Qualifications & Experience

Must have

• Bachelor’s degree in Business, Marketing, Economics or related field; MBA is a plus.

• At least 5–7 years of commercial experience in FMCG, including at least 3 years in e-commerce, KAM or channel management.

• Hands-on experience managing Shopee, Lazada and/or TikTok Shop for an FMCG brand.

• Proven experience owning trade spend budgets, trade promotion planning and pre/post evaluation.

• Strong command of pricing, gross-to-net and P&L management.

• Track record of negotiating with retail or platform partners.

Nice to have

• Experience in supplement, health or wellness categories.

• Experience with LINE OA / CRM and live commerce.

• Exposure to Modern Trade or General Trade in FMCG.

• Experience in a growing brand or startup environment.

Skills & Competencies

• Strong analytical skills; advanced Excel / Google Sheets; comfortable with dashboards and data.

• Commercial acumen that balances growth and profitability.

• Negotiation and stakeholder management.

• Ownership mindset and fast execution in a dynamic environment.

• Good command of Thai and English (written and spoken).