Head of e-commerce
About the role

The Head of E-Commerce partners closely with the rest of the management team to provide leadership, communicate strategic direction, and direct the activities of the Ecommerce teams. Responsibilities include defining and executing the eCommerce vision, product direction, branding and marketing strategy for a best-in-class consumer experience. This position requires a keen ability to translate data into actionable steps to grow the business and taking a hands-on and proactive approach to the work is essential. The Head of E-Commerce will meet or exceed all annual financial goals for Vinamilk and support long term corporate business strategies while fostering collaboration among all departments that work on the business.

1. Key Responsibilities

Strategy Plan

• Lead and execute Ecommerce strategy plan for the company with the top management and ensure the evolvement and refinement of the E-commerce strategic role

• Capture, analyze and assess all the market trends, consumer behaviors, go-to-market models for channel long-term sustainable growth

• Drive the growth and efficiency of ecommerce channel via sales and marketing strategies, improvement of current operation model effectiveness and cost optimization.

Business Plan and Budget

• Develop and monitor business plan and annual budget for e-commerce.

• Enable a sustainable PL in line with corporate financial strategies with the ability to make the right business decisions based on financial efficiency

• Testing new initiatives per strategy plan with financial implications and benefits/ cost analysis.

Customer and Marketing

• Identify the relevant customer journeys with customers touchpoints and drive actions for customer centricity strategies

• Lead retention, promotion and CRM strategies to drive engagement, increased customer return rate and repeat purchases

• Interact with Digital Marketing and Branding team to define the relevant branding and digital marketing plan for Ecommerce channel and calendar across all channels: Email, Search, Social, PR, Display, etc.

• Supervise development efforts including content design, campaigns, copywriting, and photography

• Exercise a "test and learn” approach improving the effectiveness of spend - optimizing campaign creativity, copy, and consumer cohorts

Business Development and Partnership

• Drive business relationships with key accounts to ensure business targets are met and nurture long-term business growth

• Manage partnership and network with key partners including Ecommerce marketplace, Customer/ Marketing, Product, Technology partners

• Manage all the cross-border initiatives including partnerships and business accounts for horizontal expansion strategy

Operation, technology & data

• Lead the development and interaction between eCommerce team and external vendors for marketing, operations, and platform of the E-commerce channels

• Oversee the day-to-day e-commerce operations, maintenance, and performance measurement of the e-Commerce business. Uses a data-driven approach for analysis and decisions

• Maintain and evolve a testing framework to expand the volume & pace of learning across the business. Love for A/B testing and a belief that all decisions can be tested.

• Optimize UX/UI of the platform based on traffic, search, and sales data

• Use data analytics to track performance to goals and identify opportunities for growth across segments of the company

• Oversee monthly performance results in order to analyze and give recommendations. (sales data, product sales, consumer data, google analytics), working with finance team


• Directly supervise team members for daily operations and performance

• Develop and monitor KPI set for the team members and conduct monthly performance appraisal.

• Be an influential contact points for collaborative problem-solving with Commercial, Marketing, IT, Production, Finance depts.

• Design and drive learnings & development curves for all members in Ecommerce Team

2. Key Requirements

• Minimum 10 years of experience with at least 5 years with a direct-to-consumer business with a strong online/e-commerce/digital presence and experience launching or growing new brands. Must include analytics-based decision-making where success is measured in terms of revenue growth, conversion, ROAS, and best-in-class content

• Bachelor’s degree or equivalent work experience required. Degree in Business, Marketing, Advertising, Communications, or a related discipline preferred

• Proven ability to simplify the complex, successfully articulate and address complex business issues and opportunities to management and cross functional partners

• Excellent written, verbal, interpersonal and presentation skills. Ability to clearly articulate trends, results & strategy based on data analysis and present appropriate adjustments to marketing plans accordingly

• Results-oriented: demonstrates a sense of urgency for overcoming obstacles and achieving measurable results; resourceful and driven; willing to get hands dirty and personally drive projects and timelines

• Strong experience in business planning and e-commerce strategy development and promoting collaboration and driving problem resolution across all levels of a business including the c-suite

• Develop the marketing strategy across all digital channels including but not limited to email and mobile platforms. Ensure sales and margin goals are met

• Demonstrated ability to build and foster a dynamic, team-orientated, results-driven environment

• Working experience in platform tech, programming languages, web page design/layout, and performance measurement

• Lead and manage with empathy and integrity in accordance with our corporate Core Values


Should you be interested in this position, kindly send your profile and cover letter to email: sio_hr@vinamilk.com.vn (Recruitment Team – HR Dept.)
Thanks for your attention and application!

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