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General Manager, China

Shanghai, China

ANINE BING is looking for a General Manager, China to join our Commercial team based in Shanghai.

As ANINE BING continues its global expansion, China stands as one of our most strategically important markets. We are seeking a dynamic and entrepreneurial Managing Director, China to lead all aspects of our commercial and brand operations in the region, with full ownership of the P&L and oversight across Retail, E-commerce, Wholesale, and Marketing.

This is a multi-dimensional leadership role for a highly capable operator and brand builder—someone who can translate global brand strategy into meaningful local execution, drive sustained growth across all channels, and scale with agility while maintaining the brand's simplicity, sophistication, and creative integrity.

This is a Shanghai-based role reporting to the Chief Commercial Officer (Los Angeles HQ).

Key Responsibilities

Business Leadership & Growth

  • Own and lead the end-to-end P&L for ANINE BING China across all sales channels (Retail, E-commerce, and Wholesale)
  • Build and execute China’s commercial roadmap in alignment with global brand strategy, while adapting to market-specific dynamics
  • Drive margin improvement, cost discipline, and sales performance across each function

Retail, Ecom & Wholesale Strategy

  • Lead expansion and performance of retail stores through local partnerships and internal teams, optimizing productivity, experience, and brand presentation
  • Drive DTC digital growth via platforms such as Tmall, JD, Xiaohongshu, and WeChat—ensuring commercial effectiveness and brand consistency
  • Develop and execute China’s wholesale strategy, identifying the right partners and routes to market to drive reach without diluting the brand

Brand & Marketing

  • Champion brand integrity in China—ensure all marketing activations reflect global positioning while resonating with the local consumer
  • Lead cross-functional initiatives to amplify brand presence through PR, influencer engagement, events, and cultural moments
  • Translate global campaigns into tailored regional executions, maintaining high creative standards

Cross-Functional & HQ Collaboration

  • Work closely with HQ partners in Product, Finance, Marketing, and Supply Chain to influence roadmap decisions and ensure seamless market execution
  • Bring local insights into global planning—serve as the internal voice of the Chinese consumer
  • Build forecasting discipline across demand planning, inventory, and product lifecycle

Team & Culture

  • Build and scale a high-performing cross-functional team, fostering a culture of accountability, ownership, and global alignment
  • Create clear goals, instill operational rigor, and lead through empowerment and example
  • Act as a cultural translator—navigating both Western and Chinese business norms to align local and global teams as part of our One Global Team culture 

Requirements:

  • 10+ years of progressive leadership experience across retail, e-commerce, and brand management in the China market, with proven P&L ownership
  • Strong brand orientation with experience in premium, luxury, or lifestyle fashion brands
  • Deep expertise in China’s retail and digital ecosystems, including Tmall, JD, Xiaohongshu, and WeChat
  • Demonstrated success leading cross-border collaboration with Western HQs
  • Experience building and managing lean, high-impact teams as well as third-party partners and agencies
  • Strong commercial acumen and ability to balance strategic vision with operational execution
  • Fluent in Mandarin and English (spoken and written)

Working at ANINE BING

ANINE BING seeks to empower its employees by providing an environment of mutual respect where equal employment opportunities are available to all applicants and teammates without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, Veteran status, or other legally protected characteristics. Diversity and inclusion is critical to our success as a global brand, and we seek to recruit, develop, and retain the most talented people from a diverse candidate pool.

More about ANINE BING

ANINE BING is a Los Angeles-based fashion house founded in 2012 that blends elements of Scandinavian simplicity with American energy to offer modern wardrobe essentials for women seeking a timeless yet rebellious approach to everyday style. Since its launch, ANINE BING has evolved into a global brand, available in over 90 countries with a growing network of brick-and-mortar retail stores in key cities worldwide.

Powered by a global team of over 250 employees, ANINE BING is headquartered in Los Angeles and Paris, with additional offices in New York and Shanghai.

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