Role Overview

The Associate Director, Ecommerce is responsible for leading end-to-end ecommerce strategy, performance, and growth across key client accounts. This role combines deep expertise in marketplace ecosystems with strong digital commerce and offsite media capabilities to deliver measurable business outcomes across both onsite and offsite ecommerce channels.

You will act as a strategic partner to clients, driving ecommerce transformation, innovation, and commercial success, while leading internal ecommerce teams to deliver best-in-class execution and operational excellence.

Key Responsibilities

Strategic Leadership & Ecommerce Growth

Lead the development of holistic ecommerce strategies across marketplaces (primary but not limited to Shopee, Lazada, TT, Amazaon), D2C platforms, and offsite media channels, aligned with client business objectives, consumer insights, and competitive landscape
Define short- and long-term (1–3 year) ecommerce growth roadmaps across categories, brands, and product portfolios
Drive thought leadership by presenting ecommerce trends, industry insights, new business models, and test-and-learn frameworks to clients
Identify opportunities across the full funnel, including traffic acquisition (onsite & offsite), conversion, basket size, retention, and lifetime value

Ecommerce Performance (Onsite & Offsite)

Oversee end-to-end ecommerce performance across:
Onsite: marketplace media, merchandising, content, and CRO
Offsite: paid media channels such as CPAS, Google Shopping Ads, TikTok Shop, paid social, and search
Ensure strong integration between offsite traffic-driving strategies and onsite conversion optimization to maximize ROAS and revenue
Drive ecommerce performance beyond media, including SEO, content optimization, web analytics, and data-driven decision making
Establish and track ecommerce KPIs including but not limited to GMV, ROAS, ATC, CPC, CTR, conversion rate, AOV, and profitability

Client Leadership & Stakeholder Management

Build and maintain strong senior relationships with client stakeholders across ecommerce, marketing, and commercial teams
Lead strategic discussions, performance reviews, and business planning sessions (weekly, monthly, quarterly)
Translate complex data into clear narratives, delivering actionable insights and recommendations
Confidently challenge client thinking and provide strategic direction to drive better business outcomes

Commercial & Operational Excellence

Own ecommerce scope of work, including development of commercial frameworks, resource allocation, and profitability management
Drive efficiency and scalability across ecommerce operations, ensuring optimal utilization of budgets across onsite and offsite channels
Develop standardized frameworks, processes, and best practices across ecommerce planning, activation, and reporting
Ensure accurate forecasting, budget tracking, and delivery against KPIs

Innovation & Capability Building

Lead ecommerce innovation through test-and-learn initiatives across marketplaces, retail media, and offsite platforms
Build case studies and benchmarks to continuously elevate ecommerce performance standards
Stay ahead of industry trends across marketplaces, social commerce, and performance-driven ecommerce ecosystems
Collaborate with internal teams and external partners to expand ecommerce and retail media capabilities

Team Leadership & Development (Ecommerce)

Lead, mentor, and upskill a team of ecommerce specialists
Foster a high-performance culture with strong accountability, collaboration, and continuous learning
Provide guidance on ecommerce strategy, marketplace optimization, and offsite traffic strategies
Ensure quality control across all ecommerce deliverables and outputs

Business Growth & Integration

Identify opportunities to grow existing client business through ecommerce expansion across both onsite and offsite channels
Partner with internal teams to deliver integrated ecommerce solutions across content, data, and commerce
Support new business pitches and ecommerce capability development within the agency/network

Required Skills & Experience

8–10 years of experience in ecommerce, digital commerce, or marketplace management (agency or client side)
Strong expertise in ecommerce platforms and marketplaces (Shopee, Lazada)
Proven experience managing and scaling ecommerce initiatives across both onsite and offsite channels
Hands-on experience with CPAS, TikTok Shop, Shopee, Lazada, and other performance-driven ecommerce media solutions
Strong analytical mindset with the ability to interpret data and translate into strategic actions
Excellent communication and presentation skills, with experience engaging senior stakeholders
Demonstrated leadership experience managing ecommerce teams
Strong commercial acumen, including experience managing budgets, scopes of work, and profitability
Ability to simplify complex, technical concepts into clear, actionable insights

Preferred Attributes

Experience in retail media and marketplace advertising ecosystems
Familiarity with REO, CRO, and web analytics within ecommerce environments
Experience managing co-op strategies with retail or manufacturer partners
Passion for ecommerce innovation and social commerce trends
Proactive, solutions-oriented mindset with strong problem-solving capabilities