Role Purpose:

Lead the end-to-end commercial management and profitable growth of assigned Digital Commerce channels, with primary responsibility for TikTok Shop, Lazada, and emerging commerce opportunities.

The role owns channel strategy, customer partnerships, business planning, commercial negotiations, investments, and execution. The E-Commerce Manager will translate company and brand priorities into customer-specific growth plans that accelerate GMV and net sales, improve profitability, strengthen market share, and build sustainable digital commerce capabilities.

This position requires a commercially driven leader who can balance strategic thinking with hands-on execution, influence senior internal and external stakeholders, and lead cross-functional teams to deliver measurable business results.

Key Responsibility:

1. Commercial and P&L Ownership

• Own the annual business plan and commercial performance of assigned channels
• Deliver GMV, net sales, gross margin, profitability, and market share objectives
• Manage channel investments, promotional spending, platform funding, and business returns
• Evaluate growth opportunities and make clear investment trade-offs based on commercial impact
• Lead regular business performance reviews, identify performance gaps, and drive corrective actions
• Maintain business forecasts and proactively manage commercial risks and opportunities

2. Strategic Customer and Platform Partnership

• Develop and execute Joint Business Plans with strategic eCommerce platforms and customers
• Build strong relationships with platform leadership and key decision-makers
• Lead annual negotiations covering commercial terms, platform investment, media, campaigns, data, and strategic partnership opportunities
• Align FrieslandCampina’s category, brand, and portfolio priorities with each platform’s business agenda
• Identify mutually beneficial initiatives that strengthen partnership value beyond short-term campaign execution

3. Channel Strategy and Business Development

• Define the growth strategy, role, and priorities of each assigned channel
• Recommend portfolio, assortment, pricing, promotion, content, and customer acquisition strategies
• Identify new channels, partnerships, business models, and revenue opportunities
• Develop business cases and go-to-market plans for emerging commerce opportunities
• Monitor competitive activity, shopper behavior, platform developments, and industry trends
• Translate market and platform insights into actionable business recommendations

4. Commercial Activation and Execution Excellence

• Translate commercial strategy into clear campaign, launch, and activation plans
• Lead cross-functional execution across Sales, Marketing, Trade Marketing, Performance Marketing, Supply Chain, Finance, agencies, and store operations
• Ensure strong execution across product availability, pricing, promotion, content, traffic, conversion, and customer experience
• Establish clear ownership, timelines, performance indicators, and post-campaign learning
• Improve operating rhythms and ways of working to deliver faster, more consistent execution

5. Analytics, Business Intelligence, and Performance Marketing

• Lead data-driven channel performance management and decision-making
• Translate business, shopper, media, and operational data into prioritized actions
• Evaluate campaign effectiveness, promotional ROI, customer acquisition, conversion, and investment productivity
• Develop dashboards and standardized performance reporting that enable faster decision-making
• Partner with Marketing and media teams to connect media investment with commercial outcomes
• Leverage AI, automation, and analytics tools to improve productivity, forecasting, reporting, and business performance

6. Leadership and Capability Building

• Provide direction, coaching, and development support to team members and operational resources
• Create clarity of priorities, accountability, and performance expectations
• Build eCommerce knowledge and capabilities across cross-functional teams
• Share best practices, customer insights, and platform developments with local and regional stakeholders
• Foster a culture of ownership, curiosity, collaboration, and continuous improvement

Experience and Qualifications

• Bachelor’s degree in Business Administration, Marketing, Economics, Finance, or a related field
• At least five years of relevant experience in eCommerce, key account management, digital sales, commercial management, or business development
• Proven experience managing a sizeable eCommerce, digital, or customer business, preferably within FMCG or consumer products
• Strong experience with major eCommerce platforms such as TikTok Shop, Lazada, Shopee, or omnichannel retailers
• Demonstrated ownership of business planning, commercial investments, negotiations, and profitability
• Experience leading cross-functional projects from strategy through execution
• Exposure to performance marketing, digital media, store operations, or eCommerce analytics is highly desirable
• Experience leading projects and team members are preferred

This role will be reported directly to Head of E-Commerce, and will be based in Head office, Phaholyothin, BKK