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
