Job Description

This role is as Country Head of Ecommerce & Digital Marketing, holds direct hands-on ownership of EC revenue growth, online business performance, and manages Ecommerce Sales, Growth Marketing and Data Analytics functions. It translates strategy into execution, builds a seamless omnichannel commerce ecosystem, and accelerates the digital and consumer-first transformation through data-driven decision-making and strong leadership.

Responsibilities

1. Lead & Deliver E-commerce Revenue and Online Business Performance

Own and lead the online business with direct accountability for Online Sales, NOP, and market share growth.

Co-own the Online P&L with Brand General Managers, taking responsibility for annual budget planning, monthly forecasting, performance tracking, gap analysis, mitigation plans, and stretch initiatives.

Define, monitor, and actively manage core e-commerce KPIs, including but not limited to Online Sales, Conversion Rate, Traffic Productivity, Media ROI, and profitability metrics.

Actively participate in monthly IBP (Integrated Business Planning) meetings, providing actionable input on demand planning, sales forecasting, inventory alignment, and promotion effectiveness.

Balance short-term revenue delivery with long-term sustainable growth by developing and executing practical, execution-focused e-commerce strategies.

2. Execute Omnichannel & Brand Strategies to Drive Acquisition and Retention

Work in close partnership with BGMs and regional teams, ensuring strong alignment between commercial objectives, brand strategies, and execution priorities.

Act as a trusted thought partner to BGMs and regional stakeholders by providing clear performance insights, recommendations, and trade-off scenarios to support decision-making.

Localize Regional GTM strategies (media, social, CRM, trends) to ensure strong local relevance and clear linkage to commercial performance and revenue outcomes.

Partner with Regional Brand and DCM teams during annual planning and monthly reviews to shape paid media mix, CRM strategy, and campaign prioritization from a performance-driven perspective.

Oversee end-to-end CRM activations, including regional triggers and local ad-hoc campaigns, setting clear targets and OKRs with Affiliate Brands to drive acquisition, repeat purchase, and Consumer Lifetime Value.

Ensure seamless integration across online and offline touchpoints, optimizing the consumer journey to maximize conversion, engagement, and retention.

3. Drive Growth Marketing Through Strong, Results-Oriented Leadership

Collaborate closely with BGMs, and regional leadership to align Growth Marketing priorities with enterprise goals, while proactively influencing key stakeholders to secure buy-in and resources.

Champion and actively drive the Growth Marketing and OKR agenda through clear leadership, accountability, and performance discipline, ensuring teams consistently deliver against targets.

Translate strategy into execution by setting clear KPIs, reviewing performance rigorously, and reallocating resources to maximize impact and results.

Embed a consumer-first, data-driven mindset across the organization, ensuring effective adoption and utilization of analytics tools and methodologies (e.g., GA4, BrandMaker) in partnership with the Region.

Leverage consumer data, behavioral insights, and market trends to identify growth opportunities, challenge existing performance metrics, and unlock incremental growth and precision marketing.

Act as a change leader, driving new ways of working and elevating the Affiliate's digital and performance marketing maturity.

4. Build, Develop, and Lead High-Performing Teams

Influence and align cross-functional leaders and key stakeholders (Brands, Region, Commercial, Finance, Supply Chain, IT) to ensure seamless execution and delivery of online and omnichannel priorities.

Develop, recruit, and retain best-in-class digital commerce and marketing talent, fostering a performance-driven and execution-focused team culture.

Set clear expectations, priorities, and development plans, enabling team members to take ownership and consistently deliver results.

Role model strong collaboration and partnership with Brands, Regional teams, and cross-functional stakeholders.

5. Lead Partnerships with Online Platforms & MarTech Players

Own and grow relationships with key local online platforms and MarTech partners to directly support revenue growth, media efficiency, and competitive advantage.

Position the Affiliate as a partner of choice and first mover within the local digital ecosystem.

Act as the local point of contact for regional partnerships, providing clear input on local market needs and ensuring effective execution.

Key Qualifications & Capabilities

Proven ability to build strong, trusted partnerships with BGMs, Regional teams, and senior leaders, driving alignment and execution through effective communication

Demonstrated experience in managing and influencing complex stakeholder ecosystems to deliver business outcomes

Strong strategic mindset with the ability to champion enterprise-level agendas while delivering hands-on execution

Proven ability to manage multiple internal and external stakeholders across varying levels of seniority

Strong influencing skills to achieve business objectives while maintaining effective, trust-based relationships

Decisive leader capable of making sound decisions under pressure

Outgoing, proactive, fast-learning, independent, and innovative

Highly detail-oriented with strong prioritization and execution discipline

Flexible and comfortable operating in ambiguous and fast-changing environments

Success Profile

A commercially driven leader with clear ownership of e-commerce revenue and performance

Able to translate strategy into execution and measurable business outcomes

A strong people leader who drives Growth Marketing results through clarity, accountability, and inspiration