EC Manager

E‑Commerce Manager (FMCG) — Job Description Role Overview The E‑Commerce Manager is responsible for driving online sales growth and digital channel excellence across key FMCG e‑commerce platforms. This role oversees commercial planning, traffic and conversion optimization, digital merchandising, and cross‑functional coordination to deliver strong business results across marketplaces, DTC, and O2O channels. Key Responsibilities 1. E‑Commerce Strategy & Business Ownership Develop and execute the annual EC business plan aligned with brand and commercial objectives. Own P&L performance across major platforms (Tmall, JD, Douyin, Pinduoduo, WeChat Mini‑Program). Identify growth opportunities through assortment, pricing, traffic, and promotional levers. Lead monthly business reviews and forecast accuracy. 2. Store Operations & Platform Management Manage flagship store operations including product launches, content, traffic, and conversion. Oversee daily store performance: UV, CVR, ROI, CTR, repurchase rate, and customer lifecycle metrics. Coordinate with TP (Tmall Partner) or platform operation teams to optimize store performance. Ensure compliance with platform rules, brand guidelines, and operational SOPs. 3. Digital Merchandising & Campaign Management Plan and execute major EC campaigns (618, 11.11, 8.18, Super Brand Day). Optimize product pages, A+ content, and brand assets to maximize conversion. Manage pricing strategy, promotion mechanics, and stock allocation for key events. Partner with supply chain to ensure inventory accuracy and healthy stock levels. 4. Data Analytics & Insight Generation Analyze sales, traffic, consumer behavior, and competitor performance to guide decisions. Track key KPIs: GMV, ROI, CAC, repurchase, basket size, and platform ranking. Provide actionable insights to marketing, trade, and supply chain teams. Monitor category trends and platform algorithm changes. 5. Cross‑Functional Collaboration Work closely with Marketing on digital campaigns, KOL/KOC activations, and media planning. Align with Trade Marketing on pricing, promotions, and channel strategy. Partner with Supply Chain on demand planning, forecasting, and fulfillment. Collaborate with Finance on budgeting, ROI analysis, and P&L management. 6. Team & Partner Management Manage TP partners, agencies, and platform reps to ensure strong execution. Lead internal EC specialists (if applicable) and build digital capability within the team. Conduct quarterly business reviews with partners and platforms. Qualifications Experience 5+ years of e‑commerce experience in FMCG (food, beverage, beauty, personal care, household). Proven track record managing Tmall/JD/Douyin operations and delivering strong GMV growth. Experience working with TP partners and platform operation teams. Skills Strong understanding of EC operations, digital marketing, and platform algorithms. Excellent analytical skills with ability to interpret data and drive decisions. Strong project management and cross‑functional leadership. Ability to thrive in a fast‑paced, high‑growth environment. Mindset Results‑driven, agile, and highly accountable. Strong commercial acumen and problem‑solving ability. Consumer‑centric with a passion for digital innovation.

职位描述

Cindy Zhang