Regional Ecommerce Manager/Director

Position Purpose

The Head of E-commerce is responsible for leading and accelerating the company’s e-commerce business across Thailand, Malaysia and Vietnam, with the ownership of the development of the online commercial strategy, sales performance and execution.

The role has end-to-end responsibility for the company’s official flagship stores on Lazada, Shopee and TikTok Shop, driving online revenue, profitability, traffic, conversion and consumer engagement.

The Head of E-commerce leads the regional e-commerce organization, including Platform Key Account Management, Digital/Performance Marketing and Digital Sales, and works closely with Brand, Sales, Supply Chain, Finance.

Key Responsibilities

1. E-commerce Strategy & P&L

• Develop and execute the regional e-commerce strategy across Thailand, Malaysia and Vietnam as approved by company management
• Own e-commerce revenue, gross margin, profitability and key commercial KPIs.
• Set annual and monthly sales targets by market, platform and product category.
• In coordination with the offline team, develop platform  pricing, promotion and assortment strategies to maximize profitable growth.
• Identify new growth opportunities, emerging platforms and changing consumer behaviors.
• Ensure strong alignment between e-commerce strategy and overall company/brand strategy.

2. Flagship Store Management

• Have full commercial ownership of official flagship stores across Lazada, Shopee and TikTok Shop.
• Ensure stores deliver excellent brand presentation, customer experience, conversion and sales performance.
• Drive continuous improvement of store conversion, average order value, traffic and repeat purchase.
• Ensure consistent brand execution and consumer experience across all platforms and markets.
• Work with platform partners to maximize visibility, traffic and commercial opportunities.

3. Digital Sales & Key Account Management

• Lead the regional KAM team responsible for Lazada, Shopee, TikTok and other relevant digital platforms.
• Build strong relationships with platform KAMs and secure optimal commercial and marketing support.
• Negotiate platform investments, campaign participation, visibility, traffic packages and commercial terms, usually captured in JBP.
• Develop and manage the annual commercial calendar, including major platform campaigns and product launches in cooperation with Brand and Commercial mkt teams.
• Ensure strong execution during key events such as 9.9, 10.10, 11.11, 12.12, payday and local promotional events.

4. Performance Marketing & Digital Acquisition

• Lead the Performance Marketing team and define the digital acquisition strategy.
• Own performance marketing budgets, ROAS, CAC, conversion and revenue contribution.
• Optimize paid media across platforms including Meta, Google, TikTok and marketplace advertising.
• Develop data-driven campaigns to increase traffic, conversion and customer lifetime value.
• Continuously test and optimize audiences, creatives, offers, landing pages and media allocation.
• Work closely with Brand/Marketing teams to ensure strong integration between brand building and performance marketing.

5. Digital Merchandising & Content

• Ensure products are presented effectively across all digital touchpoints.
• Lead development and optimization of product pages, content, images, video and promotional assets.
• Ensure compelling online storytelling and clear communication of product benefits.
• Use data and consumer insights to improve merchandising and conversion.
• Drive effective use of livestreaming, affiliate marketing, creators and other emerging digital sales tools.

6. Team Leadership

• Lead and develop the regional e-commerce organization across Thailand, Malaysia and Vietnam.
• Manage and develop KAM, Digital Sales and Performance Marketing teams.
• Set clear objectives, KPIs and performance standards.
• Build a high-performance, data-driven and commercially focused digital organization.
• Develop talent and ensure succession planning for key positions.

7. Cross-functional Leadership

• Work closely with Sales, Brand/Marketing, Supply Chain, Finance and Customer Service.
• Ensure appropriate forecasting process to help supply chain to manage optimum inventory levels.
• Partner with Finance to manage e-commerce P&L, promotional investment and profitability.
• Ensure e-commerce plans are fully integrated with offline channel strategy and avoid unnecessary channel conflict.

8. Data, Analytics & Reporting

• Establish a clear regional e-commerce performance dashboard.

• Monitor and act on key KPIs including:

  • Revenue and growth
  • Gross margin and contribution
  • Traffic and conversion
  • Average order value
  • ROAS / marketing ROI
  • Customer acquisition cost
  • Platform investment

• Translate data and consumer insights into clear commercial actions.

• Provide regular performance updates and recommendations to senior management.

Key Success Measures / KPIs

• E-commerce revenue and growth
• E-commerce profitability / contribution
• BuCC
• Market share / platform share
• Traffic and customer acquisition
• ROAS and marketing ROI
• Average order value
• Campaign performance
• Customer ratings and satisfaction
• Team capability and performance

Experience & Qualifications

• 8–12+ years of experience in e-commerce, electronics, FMCG, retail or a related industry.
• Strong hands-on experience with Lazada, Shopee and TikTok Shop.
• Proven track record of managing significant e-commerce revenue and commercial targets.
• Experience managing online platforms teams and Performance Marketing teams.
• Strong understanding of marketplace business models, digital advertising and performance marketing.
• Strong commercial and analytical skills with a clear understanding of P&L.
• Experience managing multi-country or regional operations is highly preferred.
• Strong negotiation and stakeholder-management skills.
• Entrepreneurial, hands-on and results-oriented mindset.
• Strong English communication skills; additional local language capability is an advantage.

Leadership Profile

The successful candidate should be a commercial leader rather than purely a digital marketer. They should be comfortable owning the numbers, making pricing and investment decisions, negotiating with platforms and directly challenging the organization when required.

The role requires a combination of strategic thinking, strong commercial judgment, data-driven decision making and hands-on execution, with the ability to build a high-performing regional e-commerce organization.