Role Purpose

The Senior eTrade Marketing Manager translates business and category priorities into platform, shopper and commercial strategies that drive profitable growth. The role owns eShopper & category management, eRGM, pricing and promotions, campaign planning and demand forecasting, ensuring strong execution across BAU, mega campaigns and NPD launches. The role turns market share, competitive and platform data into actionable strategies to accelerate NS, GMV and market share.

Key Responsibilities

• eCommerce Growth Strategy & Leadership

• Develop and execute the company's eCommerce growth strategy aligned with business objectives and category priorities.

• Define annual eCommerce roadmap, KPIs, and investment priorities to drive profitable online sales growth.

• Lead Joint Business Planning (JBP) with key eCommerce customers and platform partners.

• Identify emerging trends, competitive threats, shopper behaviors, and platform innovations to drive business growth.

• Build annual business plans covering traffic, conversion, basket size, and customer acquisition objectives.

• Champion a data-driven culture and continuous improvement mindset within the Digital Commerce team.

• eShopper & Category Management

• Lead the eShopper & Category Management agenda across all eCommerce channels. Be the champion of the eRGM roll-out in Thailand.

• Develop and execute category growth strategies together with eRetailers and internal commercial teams.

• Drive visibility, assortment optimization, portfolio strategy, promotion planning, and conversion enhancement.

• Ensure execution excellence across always-on activities, mega campaigns, and seasonal activations.

• Analyze category performance, market share trends, competitor activities, and shopper behavior.

• Partner with platform teams to maximize category opportunities and support long-term growth.

• Campaign & Commercial Activation

• Develop shopper strategy by platform and translate into a yearly promotion & GWP calendar for both BPUs.

• Oversee development and perfect execution of yearly calendar and align with brand activation plans. Ensure full-funnel digital commerce activation.

• Lead the pricing and promotion strategy and implementation across platforms. Ensure strong tracking to safeguard the price/promo guidelines. Strong alignment with offline team to drive synergies between official store and authorized store.

• Optimize investment effectiveness across trade, media, and promotional spending.

• Demand forecasting & planning

• Lead the demand planning and forecasting process to ensure stock availability during key campaigns, mega sales events, and seasonal peaks.

• Own the eCommerce S&OP process by aligning demand forecasts, inventory plans, promotional calendars, and supply constraints with cross-functional stakeholders.

• Develop agile forecasting models and scenario planning to effectively manage demand volatility, market shifts, competitor activities, and changing consumer behavior.

• Partner with Supply Chain, Commercial, and Category teams to translate business objectives into actionable demand and replenishment plans.

• Lead demand planning and for NPDs, ensuring successful commercialization and achievement of launch objectives.

• Market share growth agenda

• Lead the market share growth agenda by analyzing market share, category trends and competitive dynamics across platforms to identify opportunities and risks.

• Deep-dive platform, category and SKU performance to understand key drivers behind share gains/losses.

• Lead the understanding and adoption of online data throughout the organization across.

• Turn data into actionable insights and recommendations across assortment, pricing, promotions, media and activation closely collaborating with marketing.

• Lead implementation with eKAMs and cross-functional teams, ensuring insights translate into action plans that accelerate NS, GMV and market share.

• Cross-Functional Leadership

• Act as the key liaison between:

• Marketing

• Commercial

• Supply Chain

• Finance

• Media

• Regional Digital Commerce Teams

• Ensure strong cross-functional alignment and execution of eCommerce priorities.

• People Management

• Lead, coach, and develop 1 direct report.

• Set clear performance objectives and development plans.

Qualifications

• Bachelor's degree or MBA in Business, Marketing, Digital Commerce, or related field.

• 8–10+ years of experience in eCommerce, Digital Commerce, Trade Marketing, Category Management, or Commercial roles.

• Minimum 3–5 years of team leadership experience.

• Strong experience working with major eCommerce and marketplace platforms:

• Shopee

• Lazada

• TikTok Shop

• FMCG industry experience strongly preferred.

• Proven track record of delivering profitable eCommerce growth and managing cross-functional projects.

• Good command of English, both written and spoken.