Channel Lead, Tmall

Company Description

Job Description

LOCATION:Shanghai

FUNCTION:E-Commerce

TEAM:E-Commerce

MANAGER:E-Commerce Manager

KPIs:Sales, Profit, Conversion Rate, Retention, PPO, Return

ABOUT THE ROLE:The Channel Lead acts as a strategic execution partner who drives commercial growth and platform excellence by optimizing digital performance, Collaborates with internal stakeholders including Marketing, Merchandising, Controlling and other relevant teams, as well as external partners such as platform operators, agencies and vendors, to ensure effective execution and alignment of platform initiatives. Acts as the key execution contact for platform-related topics under the guidance of the E-commerce Manager. In this visible role, you lead with a proactive, collaborative mindset and a strong sense of ownership.

RESPONSIBILITIES

Sales and Financial Performance: Supports the commercial success of assigned digital platforms by executing platform sales plans and initiatives defined by the E-commerce Manager. Monitors and analyzes platform performance including traffic, conversion, retention, NCA, sales and profitability, identifies optimization opportunities and risks, and provides actionable insights and improvement recommendations. Drives the achievement of annual platform targets through disciplined execution and continuous KPI optimization.

Operational Execution: Manages day-to-day operations across digital platforms, ensuring consistency, efficiency, and compliance with COS standards and platform requirements. Oversees end-to-end operational execution including roll-out of merchandising and marketing plans, and on-site communications to ensure smooth platform functionality.

Traffic, Content & Campaign Execution:  Works closely with internal digital marketing and content teams to execute traffic acquisition, content and campaign plans across platforms, ensuring visual storytelling and messaging are aligned with brand guidelines and commercial objectives. Coordinates with platform partners and external agencies to secure and implement platform resources, enhancing brand visibility and performance.

Customer Operations & Service Excellence: Implements customer operation and CRM initiatives at platform level, leveraging customer data and insights to support engagement, retention and lifetime value growth. Executes customer segmentation, personalization and communication initiatives based on overall ecommerce strategy. Ensures customer service partners meet service standards, customer issues are resolved efficiently, and feedback and service metrics are analyzed to support continuous improvement.

Stakeholders Collaboration: Collaborates with internal stakeholders including Marketing, Merchandising, Controlling and other relevant teams, as well as external partners such as platform operators, agencies and vendors, to ensure effective execution and alignment of platform initiatives. Acts as the key execution contact for platform-related topics under the guidance of the E-commerce Manager.

Qualifications

Platform Understanding & Execution: Solid understanding of major digital commerce platforms, including platform mechanics, content formats, campaign tools and operational requirements. Strong execution capability across platform operations, attention to detail and operational discipline, ensuring on-time, accurate and compliant execution. Hands-on experience working with TPs, agencies and platform partners, with the ability to translate plans into clear execution briefs and ensure delivery quality.

Commercial & Data Analysis: Strong analytical skills with the ability to track, interpret and optimize key platform KPIs such as traffic, conversion, retention, NCA, sales and profitability.  Ability to turn data and insights into practical actions.  Experience in performance tracking, reporting and post-campaign review to support continuous improvement.

Customer Experience Mindset:  Familiarity with customer service operations and service metrics, with the ability to identify pain points and support experience improvement.

Communication & Collaboration: Comfortable operating in a matrix and fast-changing environment, balancing multiple priorities.

Personal Effectiveness:  Proactive, solution-oriented and comfortable working hands-on, with strong ownership mindset for platform execution. Able to work independently under guidance, with the flexibility to adapt to changing business and platform requirements.

Additional Information

This is a full‑time role based in our Shanghai Office in China, reporting to the E-Commerce Manager in China. The position requires a presence in the office 4 days a week, and candidates must already have the right to live and work in China. To apply for this role, please submit your application, including your CV.