eCommerce Key Account Manager

MISSIONS

The eCommerce Key Account Manager (eKAM) drives the commercial growth of the brand portfolio across assigned eRetailers in Singapore – marketplaces (e.g. Shopee, Lazada, Amazon.sg, TikTok Shop), health & beauty and pharmacy e-stores (e.g. Watsons, Guardian) and other pure players. The eKAM owns the relationship and P&L of these accounts, builds and negotiates eJBPs, and partners with Activation, Marketing and Media to deliver digital shelf excellence and best-in-class activations.

Account Ownership & P&L

• Own the relationship and commercial performance (P&L) of assigned eRetailers.
• Build and negotiate eJBPs (eCommerce Joint Business Plans) with priority eRetailers, setting clear growth objectives, margin and profitability targets, and investment and activation plans.
• Ensure pricing consistency, ROI and competitiveness across online partners and alignment with offline channels, avoiding price erosion.

Strategy & Business Acceleration

• Drive sell-out performance and deliver account-specific growth strategies for the brand portfolio.
• Build eJBPs with the offline KAM (omnichannel accounts such as Watsons and Guardian) and ensure strong collaboration between Commercial, Marketing and Media.
• Leverage data to identify acceleration opportunities: promotion efficiency, category trends and retailer-specific levers.

Promo & Commercial Planning

• Manage sell-in forecasts, promo planning and profitability tracking for assigned accounts, anchored on the regional mega-sales calendar (9.9, 10.10, 11.11, 12.12, payday and seasonal campaigns).
• Propose promo plans and media activations to the Commercial Director for approval.
• Ensure proper assortment and portfolio management: hero SKUs and key innovations are listed, in stock, visible and supported; coordinate with Supply Chain to secure availability for campaign peaks.

eRetail Activation & Digital Shelf

• Ensure timely execution of eRetail content on partner platforms with the eRetail Activation Specialist.
• Optimise product detail pages (images, titles, descriptions, A+ content), retail media priorities and the digital shelf improvement plan for each account.
• Deliver Digital Shelf Excellence through the CARS framework (Content, Availability, Ratings & reviews, Search), ensuring all content and claims comply with local cosmetic advertising rules.

Retail Media & 360° Integration

• Plan and execute retail media activations (sponsored products, search, display, on-site placements, livestream/affiliate where relevant) aligned with eJBPs.
• Integrate retail media into 360° brand campaigns and optimise budgets by identifying high-performing placements, keywords and partners.

Data Tracking & Performance Insights

• Use dashboards and analytics tools (e.g. eStoreCheck, Helium 10, Stackline, SimilarWeb and platform seller centres) to track KPIs and identify issues and opportunities.
• Report performance, insights and opportunities to the Commercial Director and Marketing; track competitor actions and propose responsive actions.

ADDITIONAL ROLES

• Omnichannel alignment: Coordinate with offline KAMs on pricing, assortment and promotions for retailers operating both physical and online stores.
• Regional collaboration: Share Singapore eCommerce insights and best practices with regional eCommerce teams and pilot new platforms or formats (e.g. social commerce, livestreaming).
• Cross-functional partners: Work closely with Activation, Marketing, Media, Supply Chain and Finance on content, stock, claims and investment.
• Compliance: Ensure listings, promotions and consumer data use comply with Group policies, Singapore advertising codes and the PDPA.

JOB REQUIREMENTS

• Bachelor's degree in Business, Marketing, Digital Commerce or similar; a Master's/MBA and eCommerce or digital marketing certifications are a plus.
• 3–5 years in commercial, sales, KAM or trade marketing roles, including at least 2–4 years in eCommerce/eRetail account management.
• Experience managing or co-managing account P&L/budgets, building or executing JBPs/eJBPs, and promo planning, sell-in forecasts and ROI tracking.
• Hands-on experience with Shopee, Lazada or Amazon seller/vendor centres and retail media in Singapore or Southeast Asia; background in FMCG, Consumer Health, Beauty or Pharma is a plus.