Ecommerce Manager

Role Purpose:

The E-Commerce Manager is responsible for the end-to-end commercial performance of BDF Vietnam’s e-commerce business across Shopee, Lazada, TikTok Shop, and emerging platforms. The role owns Sell-in, Sell-out/GMV, Net Sales, market share, and overall account P&L while driving sustainable and profitable channel growth.

Key Responsibilities:

1. Business Strategy and P&L Ownership

• Develop and execute annual, quarterly, and monthly e-commerce business plans to achieve Sell-in, GMV, Net Sales, market share, and profitability targets.
• Own the overall account P&L, including revenue, margins, trade investments, platform fees, vouchers, promotions, media spending, and other operating costs.
• Analyze market trends, platform developments, competition, and emerging business models to identify commercial growth opportunities.
• Develop platform and account strategies aligned with BDF’s brand, category, and commercial priorities.

2. Account and Platform Management

• Lead Joint Business Planning with platform partners, including target setting, commercial terms, investments, assortment, new product launches, and campaign participation.
• Negotiate campaign packages, visibility, traffic support, exclusive opportunities, and other commercial benefits.
• Build and maintain strong relationships with platforms, e-commerce enablers, agencies, livestream partners, and affiliates.
• Develop platform-specific plans based on the commercial mechanics and shopper behavior of Shopee, Lazada, TikTok Shop, and other relevant channels.

3. Commercial and Campaign Planning

• Develop and execute commercial plans for Double Days, Payday campaigns, Super Brand Days, Brand Days, livestreams, and new product launches.
• Plan assortment, pricing, bundles, vouchers, gift-with-purchase programs, and promotional mechanics to maximize sales and profitability.
• Lead e-merchandising across official stores, including store layouts, product listings, product detail pages, search visibility, and conversion optimization.
• Work closely with Marketing and Trade Marketing to translate brand and category priorities into platform-specific commercial plans.
• Collaborate with Marketing and Media teams to align platform traffic, content, and media support with commercial targets and campaign priorities.
• Provide commercial, category, and brand inputs to optimize CPAS, search advertising, platform media, livestreaming, and affiliate activities.

4. Performance Management and Business Reviews

• Track Sell-in, GMV, Net Sales, market share, traffic, conversion rate, AOV, ROAS, margins, and inventory performance.
• Analyze account, category, campaign, SKU, and media performance to identify actionable insights and risk-mitigation measures.
• Lead Monthly Business Reviews and Quarterly Business Reviews, providing performance analysis, updated forecasts, key risks, and clear action plans.
• Monitor actual results against targets, budgets, and forecasts, and implement corrective actions where required.
• Evaluate campaign effectiveness and commercial investments to improve sales performance, ROI, and account profitability.

5. Forecasting and Supply Alignment

• Build accurate Sell-in and Sell-out forecasts for business-as-usual periods, key campaigns, and new product launches.
• Lead forecast building blocks and provide inputs for local and regional planning processes.
• Translate GMV and campaign targets into inventory and Sell-in requirements.
• Partner with Supply Chain and Demand Planning to ensure stock availability and minimize out-of-stock and overstock risks.

6. Cross-Functional Leadership

• Work closely with Sales, Marketing, Trade Marketing, Media, Finance, Supply Chain, and regional teams to deliver agreed business objectives.
• Lead cross-functional commercial planning and execution for strategic campaigns, product launches, and new e-commerce initiatives.
• Communicate business performance, priorities, risks, and required actions clearly to management and relevant stakeholders.

The ideal candidate will possess:

• Bachelor’s degree in Business, Marketing, Operations, or a related field.
• At least 05 years of relevant experience in e-commerce, key account management, sales, or commercial management, preferably within FMCG, beauty, a leading e-commerce platform, or an e-commerce enabler.
• Proven experience owning Sell-in, Sell-out/GMV, and overall account P&L.
• Hands-on experience managing official stores on Shopee, Lazada, and TikTok Shop.
• Experience leading Joint Business Plans and commercial negotiations with e-commerce platforms.
• Strong understanding of e-commerce cost structures, promotional mechanics, media investments, and account profitability.
• Proficiency in analyzing key e-commerce metrics, including traffic, conversion rate, AOV, GMV, Net Sales, ROAS, margins, and market share.
• Strong knowledge of e-merchandising, demand forecasting, livestreaming, social commerce, and affiliate marketing.
• Strong commercial acumen, analytical ability, negotiation skills, and stakeholder management.
• Able to independently lead and influence cross-functional teams.
• Proactive, decisive, highly organized, and able to manage multiple priorities in a fast-paced environment.
• Entrepreneurial mindset with a strong sense of ownership, accountability, teamwork, and commitment.