SEA4 Brand Online Lead

Position Summary 

The Senior Brand Online Manager is the strategic and commercial lead for the Brand’s online business across SEA4. The role owns the SEA4 online strategy and P&L, shapes channel priorities, and leads the Online Brand team to deliver sustainable revenue, profitability, consumer recruitment and market-share growth. 

Operating across Brand, markets and platforms, this role is responsible for translating the Brand’s global and regional ambitions into differentiated online strategies. The Senior Brand Online Manager also acts as the principal connector between the Brand and Online organizations—embedding brand priorities within online execution while influencing the broader Brand agenda through digital-commerce insights and opportunities. 

Key Responsibilities 

Online Strategy  

• Define and lead the SEA4 Online strategy in alignment with the Brand’s regional and global vision.  

• Establish clear channel roles and differentiation across marketplaces, social commerce, and other emerging channels.  

• Develop integrated online marketing and commercial plans that drive consumer demand, brand awareness, customer recruitment, and market share.  

• Translate brand objectives into relevant online consumer experiences, content, media and commercial activations.  

• Identify emerging beauty, technology, data and consumer trends to strengthen the Brand’s online competitiveness.  

• Lead key SEA4 online transformation and growth projects. 

Commercial & P&L Ownership  

• Own the SEA4 Online P&L, including sales targets, forecasting, investment allocation, gross-to-net management and profitability.  

• Develop annual business plans and regularly review performance against sales, profit and market-share objectives.  

• Use consumer, channel, and performance data to identify growth opportunities and improve investment effectiveness.  

• Balance short-term commercial delivery with long-term brand equity and sustainable growth. 

Channel & Platform Leadership  

• Own the SEA4 TikTok Shop strategy across commerce, content, livestreaming, affiliates, media and customer recruitment.  

• Serve as the Lazada eKAM lead across SEA6, managing strategic partnerships, Joint Business Planning, commercial negotiations and regional growth initiatives.  

• Develop platform-specific assortment, pricing, promotion, media and activation strategies.  

• Build strong partnerships with platform stakeholders to unlock innovation, visibility and commercial opportunities.  

• Continuously assess emerging platforms, technologies and digital-commerce capabilities. 

New Product Launches & Promotional Excellence 

• Develop regional frameworks, guidelines and tools for New Product Launches and brand driven promotional planning.  

• Build integrated online launch plans covering awareness, consideration, conversion and customer retention.  

• Establish promotional guardrails that protect brand equity while maintaining channel competitiveness.  

• Define market and platform versioning based on consumer insights, channel roles and commercial potential.  

• Review launch and campaign performance, applying learnings to future planning.  

Brand & Online Integration  

• Act as the voice of the Brand within the Online community, ensuring brand strategy, positioning and equity are reflected across digital-commerce plans.  

• Represent Online within the Brand team, contributing consumer insights, channel trends and commercial opportunities to overall brand planning.  

• Partner with multiple stakeholders - Brand Marketing, Media, CRM, and platform teams to deliver integrated consumer campaigns.  

• Collaborate with Finance, Demand Planning, Supply Chain and local market teams to ensure strong operational and commercial delivery.  

• Influence regional and local stakeholders to drive alignment and execution across markets.  

Team Leadership 

• Lead, coach, and develop the Online Brand team.  

• Set clear strategic priorities, performance objectives, and development plans.  

• Build the team’s capabilities across brand strategy, digital marketing, commercial management, data analysis, and platform operations.  

• Encourage entrepreneurial thinking, innovation, accountability, and cross-market collaboration.  

• Create an environment where the team can test new ideas, learn from performance, and continuously improve. 

 
Key Skills & Experience  

• At least 10 years of strong experience in brand management, digital marketing, e-commerce or online commercial leadership.  

• Ability to translate brand strategy into integrated online marketing and channel plans.  

• Strong understanding of consumer journeys, digital media, social commerce and marketplace ecosystems.  

• Proven P&L ownership, commercial planning and financial-management capabilities.  

• Experience managing strategic platform partnerships and commercial negotiations.  

• Strong knowledge of New Product Launch planning and promotional strategy.  

• Data-driven, with the ability to turn consumer and performance insights into actions.  

• Strong stakeholder management and influencing skills across regional and local teams.  

• Proven people-management, coaching and capability-building experience.  

• Entrepreneurial, innovative and comfortable operating in a fast-moving environment.  

• Able to balance brand equity, consumer experience, market-share growth and profitability.