E-commerce Channel Manager

PURPOSE OF THE POSITION:

The E-commerce Channel Manager is the business owner of an assigned e-commerce platform (e.g., Shopee, Lazada, TikTok, Amazon, DTC). The role is responsible for driving sales, profitability, and sustainable growth while ensuring platform compliance and delivering an excellent shopper experience.

This position leads the strategic and commercial agenda of the channel, working closely with internal teams (Marketing, Supply Chain, Finance) and external partners (platforms, 3PLs) to design campaigns, manage assortment and pricing, and deliver GMV targets.

The Channel Manager provides direction to the Performance Specialist and Operations Specialist for backend execution and documentation, ensuring seamless alignment between strategy and operations

DUTIES AND RESPONSIBILITIES:

COMMERCIAL & STRATEGIC MANAGEMENT

Owns the sales, profitability, and growth agenda of the assigned channel(s) by setting direction, GMV targets, and platform strategies.

• Owns the GMV growth and profitability targets of the assigned channel.
• Defines assortment, pricing, and promotional strategies to drive competitiveness.
• Develops annual and monthly forecasts aligned to business objectives.
• Negotiates with platform category managers for visibility, campaigns, and incentives.
• Monitors competitor activities, trends, and platform innovations to identify growth opportunities.

CAMPAIGN & TRADE EXECUTION

Ensures the planning and approval of campaigns and promotions, providing strategic direction while leveraging performance and operational support.

• Approves campaign mechanics and promotional strategies aligned with brand objectives.
• Works closely with the Performance Specialist to track, analyze, and optimize campaign performance.
• Provides guidance to the Ops Specialist on backend readiness and store compliance during campaigns.
• Coordinates with the Admin Assistant for promo documentation and reporting requirements.
• Consolidates campaign insights into strategic recommendations for future activities.

DEMAND & SUPPLY ALIGNMENT

Coordinates with Supply Chain to secure inventory and ensure demand is matched with availability across BAU and campaign periods.

• Collaborates with Supply Chain to secure inventory forecasts for BAU and campaigns.
• Reviews sell-through rates and recommends demand actions (replenishment, liquidation, bundling, etc.).
• Escalates supply gaps or fulfillment risks to leadership, in collaboration with SCM.
• Oversees fulfillment preparedness and aligns with Ops Specialist on daily monitoring.

CUSTOMER & PLATFORM RELATIONSHIP MANAGEMENT

Builds and manages strong partnerships with platforms and ensures customer satisfaction through proactive issue resolution and compliance.

• Builds strong relationships with platform category managers, marketing solutions teams, and e-distributors.
• Acts as escalation point for major order, fulfillment, or customer issues beyond Ops Specialist's scope.
• Ensures platform KPIs (ratings, cancellation rate, OOS, chat response, etc.) are consistently met.
• Champions improvements to customer experience based on shopper feedback and insights.

FINANCIAL & BUSINESS MANAGEMENT

Oversees the channel's P&L, ensuring promotional spending, deductions, and incentives deliver efficient and profitable growth.

• Oversees overall profitability of assigned channel(s).
• Allocates trade and promo budgets across campaigns, informed by ROI tracking from the Performance Specialist.
• Works with Finance to validate payouts, resolve chargebacks, and monitor OPEX.
• Ensures efficiency and effectiveness of trade spend and promotions in line with business objectives.

TEAM LEADERSHIP & COLLABORATION

Bridges backend execution with internal teams and platform partners to ensure alignment on fulfillment and customer issues across operations.

• Provides direction, coaching, and performance feedback to direct reports
• Ensures cross-functional collaboration with Marketing, Supply Chain, and Finance.
• Contributes to building playbooks, dashboards, and process improvements to strengthen e-commerce capability.
• Represents the channel team in internal and platform meetings.

OTHERS:

• Prepares and submits recurring business reviews/plans, monthly reports, and competitive scans for management.
• Represents the company and brand in platform events, business reviews, and e-commerce forums.
• Performs other duties assigned by management or the Head of E-commerce from time to time; must be flexible and adaptable to changes that will occur during the course of employment.

QUALIFICATIONS AND COMPETENCIES:

Educational Background:

• Bachelor's degree in Business, Operations, Marketing, or any relevant field

Work Experience:

• Minimum 3–5 years in e-commerce, digital retail, or key account management.
• Proven track record in platform negotiations, GMV growth, and P&L management.
• Experience handling Shopee, Lazada, TikTok Shop, Amazon, or DTC platforms.
• Experience managing relationships with platforms and external service providers supporting e-commerce operations.
• Prior team leadership or project management experience preferred.

Core Competencies:

• Strong commercial acumen with the ability to link analytics to strategy.
• Effective negotiation and relationship management skills with platform partners and external stakeholders.
• Solid understanding of budget management, ROI, and trade spend efficiency.
• Capable of coaching and guiding direct reports within the channel group.
• Excellent analytical and strategic thinking, with hands-on executional oversight.
• Familiarity with e-commerce dashboards, seller centers, and analytics tools.