Key Responsibility:

• 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

• 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

• 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

• 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

• 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

• 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