About the Role: As the Online Brand Manager, you will lead the online shopping experience across our brand websites and retail partners. You will champion e-Commerce, translate online activation strategies, and optimize consumer journeys by leveraging data. This role requires close collaboration with regional e-commerce teams, OBMs, and digital teams to ensure consistent content alignment and engagement throughout the path-to-purchase.
Key Responsibilities
- Online Campaign Strategy & Execution
Develop, maintain, and execute comprehensive online e-campaigns, including calendars, product exclusivities, and upselling mechanisms.
Ensure all e-commerce activities align with brand purpose and maintain premium brand expression.
Define and implement promotional strategies for GWP, samples, and mini sizes; build consumer acquisition strategies.
Plan and execute livestream events to maximize engagement and drive organic sales; ensure channel differentiation across GMV sources.
- Online Assortment & Promotion Management
Manage Product Page Information (PPI) to ensure healthy Online-to-Offline (O+O) promotion.
Collaborate with marketing product teams on hero product focus per campaign.
Oversee Point of Sale (PLV) management for online campaign differentiation.
- Content Strategy & Management
Content Guidelines & Development: Develop and enforce content guidelines (A+ Content, brand campaigns, awareness campaigns, communication themes, product thumbnails, Modiface content).
Collaborate with e-commerce, platform teams, Digital Content Factory, e-merchandisers, and copywriters for engaging content, assets, and execution quality.
Ensure content integrity and performance; manage feed adaptations (video/imagery) and market content alignment.
Develop SEO front-office articles and new category sections; optimize for SEM.
- Traffic & Conversion Optimization
Collaborate with the digital performance team to maximize traffic and conversion to brand SIS/PDP.
Pilot offsite and online SEO/SEM activities to optimize revenue and ROI.
Improve Rating & Reviews for hero products through insights; define and monitor onsite SEO keywords.
- Affiliate Management & Validation
Align with Media & Social teams on appropriate affiliate KOLs for the brand.
Manage livestream activations with KOLs.
Track media and affiliate spending; ensure accurate affiliate and booking processes.
- Cross-Functional Collaboration & Support
Support LIVESTREAM platforms, KOLs/KOCs, and platform launch/campaign pitches.
Align with Platform PIC, Brand Head, Marketing, and Social teams in key internal meetings.
Qualifications
Proven at least 5 years of experience in online brand campaign planning & execution management or similar e-commerce role, ideally in LUXE beauty.
Strong understanding of online consumer journeys, campaign execution, and content strategies.
Proficiency in SEO, analytics, and driving traffic/conversion.
Collaborative mindset with strong communication and organizational skills.
