Job Description
PURPOSE & OVERALL RELEVANCE FOR THE ORGANISATION:
This role is the dedicated owner to shape and drive the Digital / DTC Exclusive product agenda end-to-end – from strategy and range direction, through establishing a structured Product Incubation Process, to leading an in-season “read & react” loop for exclusives. The role serves as SPOC for digital product incubation, improving clarity and consistency of strategy communication across functions, and shifting the organisation towards IP-driven product initiatives to strengthen inline and new product presence for future growth.
KEY RESPONSIBILITIES:
Strategy & Range:
Serve as the dedicated owner to shape Digital/DTC exclusive strategy & range direction, improving clarity and consistency of strategy communication across functions.
- Own the strategic view of the digital exclusive assortment across the responsible categories and platforms.
- Build and maintain the digital exclusive brief framework (CSI) to ensure consistent, high-quality creation briefs.
- Define the digital exclusive range plan (GTMSO) and align it with GTM key milestones.
- Exploring digital new range oppo. Eg: KOL co-creation with success of 618小韩风 pack, MFY E-game DNF graphic collab.
- Co-work with trading team to bring digital by platform buy (on top of current categories buy) to live to further accelerate business growth opportunities.
Incubation Planning:
Establish the Product Incubation Process and act as the digital SPOC to drive it across teams.
- Build the digital Product Incubation plan for SMM and TM.
- Organize T1 product workshops to define USP & testing approach on a monthly basis based on the launch plan.
- Coordinate with Digital Marketing to prepare content and samples ahead of launch.
- Lead the seasonal kickoff and product introduction together with the Digital cross-team.
In-Season Read & React:
Own an in-season “read & react” loop for exclusives to drive faster, more effective in-season decisions and performance optimization.
- Establish tracking schemes and templates for priority products.
- Drive data-driven insights and coordinate cross-team to set clear action plans.
- Generate strategic adjustments and product inputs for the next season.
Management & Team Development:
- Lead, develop and coach team members, setting clear goals and KPIs across the incubation process.
- Drive differentiated, store-level planning and tracking to strengthen product performance.
- Champion the shift to IP-driven product initiatives to strengthen inline and new product presence for future growth.
- Develop key talent and build a solid talent pipeline; lead team engagement.
KEY RELATIONSHIPS:
- Digital Excellence
- Digital Business Planning & Analytics
- Digital Marketing
- Digital Commercial (Platforms)
- Digital Buying & Trading
- Product BU
- Demand Planning
KNOWLEDGE, SKILLS AND ABILITIES:
- High degree of commercial and business acumen, with strong product and consumer sense.
- Thorough understanding of online business and product lifecycle management.
- Strong sense of consumer, market and industry trends, with the ability to translate insights into product strategy.
- Ability to establish structured processes and drive them across functions as a SPOC.
- Strong analytical skills to lead in-season read & react and data-driven decision making.
- Effective partnering, communication, and influencing skills.
REQUISITE EDUCTION AND EXPERIENCE/ MINIMUM QUALIFICATIONS:
- Bachelor’s degree required
- Minimum 10 years of work experience in product / merchandising / buying or related digital commercial functions, with at least 5 years in a supervisory role.
- Fluent written and spoken English & Mandarin.
