Director, eCommerce - Greater China

Who We Are

What You’ll Do

We are seeking a highly strategic, results-driven Director, eCommerce, Greater China, to own and accelerate the e-commerce business performance and commercial results of Authentic's brands across Greater China. Reporting to the SVP, Greater China Business Development, this role is accountable for revenue growth and profitability across key e-commerce platforms - including Tmall, JD, Dewu, Vipshop, Pinduoduo, Douyin, etc.j - with a dual mandate to win new business (new platform partnerships and direct-licensing deals for ABG's brands and categories) and to grow existing business (store footprints, licensee portfolios and operational KPIs). The role drives results through platform partnerships, licensee collaboration and hands-on business execution, while safeguarding brand positioning and brand equity. The ideal candidate possesses in-depth knowledge of the operating mechanics of major e-commerce platforms in China, and prior direct employment at one or more of these platforms is required. Experience in the sports, outdoor, apparel or footwear categories and brand management is preferred.

What you’ll be working on

Business Leadership & Budget Ownership

• Own the end-to-end e-commerce business performance and commercial results of Authentic's brands across Greater China.
• Accountable for delivering growth targets across both new business and existing business, meeting revenue, profitability and operational KPIs across platforms and brand portfolios.
• Develop and drive the execution of business growth plans that maximize market share, category leadership and platform competitiveness.
• Partner with licensees to translate regional strategy into deliverable sales plans, promotion cadence and channel investment.

Platform Strategic Partnership

• Act as Authentic's senior business representative in strategic engagements with Tmall, JD, Dewu, Vipshop, Pinduoduo, Douyin, etc. securing new partnership opportunities while deepening existing platform relationships.
• Build and sustain executive-level relationships with platform category, business development, commercial and marketing stakeholders.
• Lead partnership negotiations to secure favorable commercial terms, strategic resources and brand protection mechanisms, aligned with Authentic's global e-commerce framework and Greater China business priorities.
• Launch targeted pilots with platforms and licensees, define clear KPIs and scale proven models before broader rollout. 

Platform Growth & Operational Excellence

• Collaborate closely with Authentic's partners to onboard brands onto new platforms and optimize existing store footprints, driving accelerated growth.
• Evaluate operating models across different platforms and recommend tailored business solutions based on brand positioning, category characteristics and partner capabilities.
• Analyze marketplace performance, identify growth bottlenecks and drive actionable improvements in traffic, conversion, sell-through and repeat purchase.

Brand & Channel Risk Management

• Act as the Greater China subject-matter expert for e-commerce, shaping platform positioning, category development and channel tiering.
• Develop differentiated assortment and channel strategies that drive incremental growth while mitigating channel conflict and brand-dilution risks.
• Collaborate with licensees and internal teams to uphold consistent brand representation, authenticity guarantees and customer experience standards.
• Identify and escalate unauthorized distribution, improper brand usage, IP infringement and other marketplace operational risks in a timely manner.
• Partner with Legal and relevant internal teams to ensure compliance with applicable consumer protection, advertising, trade, data privacy regulations and marketplace policies.

Cross-functional Collaboration & Business Delivery

• Act as an integral contributor to Authentic's Greater China growth and digital transformation, shaping the region's e-commerce strategy, and reporting to senior leadership.
• Serve as the key liaison between Authentic's Greater China BD team, brand management team, brand licensees and external e-commerce marketplaces.
• Share e-commerce insights, best practices and category market intelligence across the organization.
• Deliver project outcomes through stakeholder alignment and hands-on execution.

Must Haves:

• Bachelor's degree in business, Marketing, E-commerce, or a related field; MBA or equivalent advanced degree preferred.
• Minimum of 8 years of progressive experience in e-commerce, with at least 5 years focused on e-commerce management, marketplace partnerships, or strategic account management within the Greater China market.
• Must have held direct in-platform employment at one or more of Tmall / Alibaba, JD, Dewu, Vipshop, Pinduoduo or Douyin. Brand-side store-operation or marketplace-partnering experience is not a substitute.
• Proven track record of owning P&L or driving brand or category scale growth, with the ability to develop business cases, lead partnership negotiations and translate business data into revenue-generating growth plans.
• In-depth understanding of e-commerce product operations, advertising models, fulfilment arrangements, commercial terms and channel tiering strategies.
• Excellent communication, presentation and stakeholder management skills; proactive and pragmatic, able to influence platform partners, licensees and internal teams without direct managerial authority, drive multiple concurrent projects independently, and communicate fluently in both Mandarin and English.

Preferred Qualifications

• Category or brand management experience in sports, outdoor, apparel and/or footwear, from marketplace or brand commercial roles.
• Established connections with category and commercial teams on major mainland China e-commerce platforms.
• Experience working with brand owners, licensees and third-party e-commerce operators.
• Hands-on experience with AI / generative AI in e-commerce, or active interest in emerging e-commerce technologies.

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