Senior UGG eCommerce Manager is responsible for leading and accelerating the eCommerce business across China, managing a portfolio of 9 online stores including Tmall, JD, Douyin, RED, and Mini Programs. This role owns the end-to-end eCommerce strategy and execution, with a strong focus on balancing brand building and commercial performance.
The position requires a holistic understanding of the consumer journey and the ability to enhance conversion at every online touchpoint through data-driven insights, content optimization, and operational excellence. Acting from a brand commerce perspective, this role develops and executes channel strategies aligned with long-term brand objectives while delivering sustainable business growth.
In addition, this role emphasizes system-driven operations and automation mindset, continuously improving eCommerce infrastructure, workflows, and efficiency. The manager is also responsible for building and leading a high-performing eCommerce team including the function of sales operations, content MKT, performance MKT, IT. Fostering strong cross-functional collaboration, and ensuring consistent and premium consumer experience across all digital platforms.
40% Own and drive UGG China eCommerce business across 5 platforms, including Tmall, JD, Douyin, RED, and Mini Programs
• Develop annual and long-term channel strategies from a brand commerce perspective, balancing brand equity and commercial growth
• Lead full P&L responsibility, including sales planning, budgeting, and forecasting
• Define clear channel segmentation and growth roadmap based on platform roles and consumer behavior
• Collaborate with cross-functional teams (Brand, Retail, Merchandising) to align on GTM strategy and omni-channel integration
• Identify new digital opportunities and emerging platforms to drive incremental growth
• Partner closely with merchandising teams to drive effective assortment planning, OTB management, and product lifecycle strategy, ensuring the right product mix to support both brand positioning and commercial performance.
30% Execution and Performance Management
• Lead end-to-end eCommerce operations including campaign planning, traffic acquisition, content management, and merchandising
• Continuously optimize conversion rate vs LY across all consumer journey touchpoints
• Monitor and improve key KPIs such as traffic, CVR, AOV, and retention through data-driven actions
• Develop dashboards and reporting systems to track performance and enable fast decision-making
• Manage and coordinate site changes, promotion campaigns including translations, content localization, web site creation and product content and availability.
• Ensure consistent and premium brand presentation across all online platforms
• Work closely with top leading platforms to maximize visibility and negotiate commercial opportunities
• Work with team to review performance daily/regularly as appropriate with periodic KPI reports to business partners/management and to provide any action plan proposals if necessary.
• Drive systematic and automated operation processes to improve efficiency and scalability
• Lead the optimization of eCommerce ecosystem including OMS, CRM, data analytics tools, and content management systems
• Standardize workflows across platforms to improve execution consistency and reduce manual dependency
• Leverage data and technology to enhance personalization, CRM effectiveness, and user experience
• Continuously identify opportunities to upgrade infrastructure and digital capabilities
20% Team Leadership & Capability Building
• Build and lead a high-performing and scalable eCommerce team covering operations, marketing, and data functions
• Define clear roles, KPIs, and development plans for team members
• Foster a culture of accountability, agility, and continuous improvement
• Strengthen cross-functional collaboration to ensure alignment and execution excellence
• Coach team to adopt data-driven and system-oriented ways of working
• Proactively identifies and resolves strategic issues for assigned area that may impair the team’s ability to meet strategic, financial and technical goals.
10% Agency management
• To develop third party capabilities by understanding our company procedure and quality criteria, getting right people to work for us. To foresee the risk of the agency team and think about solution in advance. Always set up clear KPI for agencies while follow up tightly about the result.
• To proactively find better partner for our company and provide clear guidance to the 3rd. party agency to achieve common goals.