Trade Marketing Manager (Ecommerce)

This role accelerates growth across digital commerce channels by translating brand strategy into best-in-class commercial execution. You will drive visibility, conversion, revenue, and shopper engagement across key e-tailers, marketplaces, and Direct-to-Consumer (DTC) channels.

Scope includes third-party e-commerce platforms (e.g., Amazon, RedMart, Lazada, Shopee) and owned DTC channels including the brand e-store, live commerce, CRM, and official flagship stores.

Key Responsibilities

1. Channel Strategy & Growth

• Develop and lead annual e-commerce trade marketing plans aligned to sales, share, and profitability targets.

• Translate brand plans into high-impact channel activations across:

  • E-tailers (Amazon, RedMart, online grocery)

  • Marketplaces (Lazada, Shopee flagship stores)

  • DTC Channels (owned e-store, live commerce)

• Build channel-specific growth strategies covering assortment, pricing, promotions, traffic, and conversion.

• Identify whitespace opportunities, new revenue streams, and emerging digital commerce trends.

2. Direct-to-Consumer (DTC), CRM & Live Commerce

• Own growth of the brand e-store as a strategic acquisition, retention, and profitability channel.

• Drive consumer recruitment to our brand e-store through partnerships and affiliates.

• Lead CRM strategy to increase repeat purchase and customer lifetime value.

• Manage first-party data capture and database growth.

• Lead live commerce strategy and execution across owned and marketplace channels.

• Build livestream calendars, promotional mechanics, host/KOL partnerships, and conversion plans.

• Optimize the full funnel: traffic → engagement → conversion → repeat purchase.

3. Trade Campaigns & Digital Shelf Excellence

• Own monthly promotional calendar across all channels.

• Lead end-to-end campaign delivery from planning to execution and post-campaign review.

• Drive digital shelf excellence including:

  • Product listings & SEO

  • Enhanced content / images

  • Search visibility

  • Banners & onsite media

  • Brand stores

  • Ratings & reviews

• Deliver online-exclusive programs, bundles, and seasonal activations.

4. Performance & Commercial Management

• Own trade spend / A&P investment across channels with strong ROI discipline.

• Track and optimize key KPIs such as Net Sales, traffic, conversion rate, average order value, subscriber growth, and repeat purchase rate.

• Partner Sales teams on Joint Business Planning with key customers and platforms.

Preferred Experience & Capabilities

• 4–6+ years in Trade Marketing, E-commerce, Digital Commerce, CRM, or Commercial roles.

• Experience managing Amazon, RedMart, Lazada, Shopee, and/or owned e-store channels.

• Experience in DTC growth, CRM, consumer recruitment, and live commerce preferred.

• Strong commercial mindset with ownership of sales and ROI targets.

• Data-driven with strong analytical capability.

• Strong stakeholder management and execution skills.

• FMCG / Consumer Goods experience preferred.