This role serves as the strategic leader for our Direct-to-Consumer (D2C) operations throughout Southeast Asia and responsible for design and implement the regional growth strategy, oversee the launch and management of an exclusive product portfolio on leading digital platforms, particularly TikTok Shop and online marketplaces and drive sustainable profitability.

Responsibilities:

Develop and own SEA D2C strategy, defining markets, channels, and consumer segments.
Conduct market, consumer, and competitive analysis to prioritize countries, platforms, and assortments.
Translate strategy into operating plans covering brand, marketing, marketplace, and commerce initiatives.
Lead setup, scaling, and optimization of flagship D2C channels with tailored playbooks.
Plan and execute multi‑market campaigns, manage P&L, and drive commercial decisions.
Establish centralized dashboards, generate insights, and champion a data‑driven culture.
Manage agencies and partners, set KPIs, and build strong platform relationships.

Requirements:

Bachelor degree in Marketing, Business and or Digital Marketing
At least 8 years in digital/e-commerce marketing, with at least 3 years in a regional role covering south east asia.
Must have hands-on experience launching and scaling TikTok Shop and marketplace stores (Shopee/Lazada).
Prior experience in FMCG, CPG, or health/beauty is essential
Advanced skills in data analysis (Google Analytics, platform native analytics), P&L management, and cross-functional leadership.
Platform Expertise: Deep, practical knowledge of TikTok Ads Manager, TikTok Shop Seller Center, Shopee/Lazada Seller Centre, Shopify Plus/Magento. Experience with social listening tools is a plus.
Leadership & Soft Skills: Excellent project management and communication skills to coordinate with both local country teams and global HQ. Must be agile, consumer-obsessed, and fluent in English;
Proficiency with AI tools, digital marketing tools is an added advantage
Ability to interact with all levels in a highly diverse and multicultural environment
Proactive, independent, meticulous and strong collaborations with others

Regional Digital Commerce Lead