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Ecommerce Business Manager – China

Company: Addiction Pet Foods
Location: Shanghai, China
Reporting To: China General Manager / Regional Commercial & Operations Director
Function: Commercial / E-commerce

POSITION PURPOSE

Lead the transformation and growth of Addiction Pet Foods' China e-commerce business by developing a sustainable, consumer-led and profitable online growth strategy, reducing reliance on discount-driven sales.

The role owns the end-to-end e-commerce business, covering strategy, S&OP, demand planning, assortment, pricing, promotions, platform performance, consumer growth and commercial results.

Addiction currently works with external trade/e-commerce partners for online execution. The role will therefore also manage and drive these partners, ensuring effective execution against agreed strategy, KPIs and profitability objectives.

This is a business-building role, not simply an e-commerce operations role.

KEY RESPONSIBILITIES:

E-commerce Strategy & Growth:

Develop and execute China e-commerce strategy across relevant platforms and digital channels.
Identify new growth opportunities in consumers, channels, products and digital partnerships.
Build a sustainable growth model beyond price discounting and promotions.
Develop annual and monthly sales, margin and investment plans.

S&OP & Supply Planning:

Lead e-commerce demand planning and S&OP inputs.
Translate online sales and promotion plans into SKU-level forecasts.
Ensure alignment of demand, inventory and supply.
Monitor stock availability, inventory days, ageing and forecast accuracy.

Commercial & P&L Management:

Own e-commerce sales and profitability performance.
Manage key KPIs including GMV/Net Sales, margin, AOV, traffic, conversion, CAC, ROAS and repeat purchase.
Evaluate promotion effectiveness and ROI.
Drive growth while maintaining pricing and margin discipline.

Trade Partner / Operator Management:

Manage external e-commerce operators and trade partners as the business owner.
Set clear targets, KPIs and performance expectations.
Review and challenge sales, promotional and investment plans.
Conduct regular business reviews and drive corrective actions.
Ensure partner activities comply with Addiction's pricing, brand and channel strategy.

Consumer & Digital Growth:

Develop consumer acquisition, conversion and retention strategies.
Strengthen online consumer engagement through content, KOL/KOC, livestreaming and other relevant digital initiatives.
Develop differentiated consumer propositions beyond discounting.
Use consumer and platform data to drive commercial decisions.

Cross-functional Leadership:

Work closely with Sales, Marketing, Supply Chain, Finance and Customer Service.
Align online/offline pricing, assortment and channel strategies.
Ensure e-commerce demand, inventory and commercial plans are fully integrated.

KEY SUCCESS MEASURES:

Sustainable e-commerce revenue growth.
Reduced dependency on deep discounting.
Improved gross / contribution margin.
New customer acquisition and repeat purchase.
Traffic and conversion improvement.
Promotion ROI / ROAS.
Forecast accuracy and inventory productivity.
External operator performance.
Development of a scalable China e-commerce business model.

CANDIDATE PROFILE:

8–12+ years of relevant China e-commerce / commercial experience, preferably FMCG, consumer goods, pet food, food, beauty or nutrition.
Strong understanding of China digital commerce and major online platforms.
Proven experience in e-commerce commercial/P&L management and business growth.
Experience managing external e-commerce operators, agencies, distributors or trade partners preferred.
Strong understanding of S&OP, demand planning, inventory and commercial planning.
Strong analytical, commercial negotiation and business development skills.
Entrepreneurial, hands-on and results-oriented.
Able to build strategy but equally comfortable driving execution.

We are looking for a business builder rather than a platform operator — someone who can identify why the current e-commerce model is not breaking through, develop a clear growth strategy, and turn it into sustainable sales, consumer growth and profitability.

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