Global Shopify Manager

Location: Based in any of the Singapore Admiralty, Malaysia JB Setia Tropika or China Shenzhen Bantian office

Market coverage: US, Global and Europe storefronts, with leadership across regional e-commerce teams

Primary focus: US market growth

About myFirst

myFirst is a kids’ technology brand creating a connected ecosystem of smartwatches, cameras, audio products and digital services. We help children explore technology safely while keeping families connected.

We are looking for a hands-on e-commerce leader to grow our Shopify business, lead our regional Shopify executives and strengthen our digital marketing performance. Your first priority will be accelerating our US direct-to-consumer business, while improving execution across our Global and Europe websites.

About the role

You will own the commercial performance and customer experience of our core Shopify storefronts—from attracting the right traffic to creating effective product pages, improving conversion and driving repeat purchases.

You will lead and coordinate Shopify executives across Singapore, Malaysia, Japan, Hong Kong, the US and Europe. Working closely with country teams, designers and product teams, you will establish clear priorities, consistent standards and measurable targets across markets.

This role requires someone who can set direction, manage a team and personally execute improvements in Shopify, paid advertising and SEO.

Key responsibilities

1. Grow e-commerce sales, with a focus on the US

• Own sales targets and growth plans for the US, Global and Europe Shopify storefronts, prioritising the US market.
• Build trading and campaign calendars covering product launches, seasonal promotions and major US shopping events.
• Improve conversion rate, average order value, customer acquisition efficiency and repeat purchases.
• Work with country teams to align pricing, promotions, product availability and local market requirements.
• Manage marketing budgets against revenue and profitability goals.

2. Lead Shopify operations and website optimisation

• Oversee storefront structure, navigation, collections, product listings, landing pages, promotions and Shopify apps.
• Create a clear customer journey from advertisement or search result through product discovery, comparison, purchase and post-purchase engagement.
• Improve mobile usability, website speed, merchandising and checkout experience.
• Use customer behaviour, funnel data and testing to identify and resolve conversion barriers.
• Coordinate technical improvements with developers and external partners where required.

3. Own digital marketing performance

• Plan, launch and optimise Google Ads campaigns, including Search, Shopping and Performance Max.
• Manage Meta advertising and retargeting, directly or with agency support.
• Own SEO execution across technical improvements, keyword planning, site structure, product pages and content.
• Oversee product feeds, Google Merchant Center, campaign tracking and advertising account health.
• Develop email and lifecycle marketing with regional teams to support abandoned-cart recovery, retention and repeat purchases.
• Evaluate campaign performance and allocate spending based on commercial results.

4. Shape content and the customer journey

• Work with designers and product teams to translate product features into clear customer benefits and persuasive content.
• Brief and coordinate product pages, campaign landing pages, advertising creatives, comparison content and educational materials.
• Define the content flow for each key page, including messaging hierarchy, product demonstrations, trust signals and calls to action.
• Ensure consistency between advertisements, landing pages, offers and checkout.
• Adapt content for US customers while supporting appropriate localisation across other markets.

5. Lead the regional e-commerce team

• Lead and develop Shopify executives across Singapore, Malaysia, Japan, Hong Kong, the US and Europe.
• Set clear responsibilities, targets, deadlines and operating standards.
• Run regular performance reviews and turn findings into practical action plans.
• Establish shared processes for launches, campaigns, content updates, website checks and reporting.
• Coordinate with country heads, product, design, customer service and operations teams to deliver campaigns on time.
• Manage agencies, freelancers and technology partners where needed.

6. Own reporting and continuous improvement

• Maintain reporting across Shopify, GA4 and advertising platforms.
• Monitor sales, conversion, acquisition costs, advertising efficiency and customer retention.
• Ensure tracking is reliable and investigate discrepancies that affect decision-making.
• Present clear recommendations on what to scale, improve or stop.

What we are looking for

• At least 5 years of relevant experience in e-commerce and digital marketing, including hands-on Shopify management.
• Experience leading a team or coordinating e-commerce execution across multiple markets.
• A proven track record of growing US direct-to-consumer sales.
• Strong practical experience with Google Ads, Google Merchant Center, Meta Ads, GA4 and Google Search Console.
• Solid understanding of technical and on-page SEO, conversion optimisation and online merchandising.
• Ability to develop effective creative briefs and work closely with designers, copywriters and product teams.
• Strong commercial judgement, including an understanding of margins, promotional costs and profitable customer acquisition.
• Comfortable working directly in Shopify and advertising platforms, as well as managing people and partners.
• Strong written and spoken English, with the ability to assess content for US consumers.
• Able to collaborate across time zones, including scheduled overlap with the US team.