E-Commerce Lead

Reports to: CEO / Chief Experience officer

Brands Covered: Bayo, Unica, and other Group Retail Brands

Location: San Juan City

Employment Type: Hybrid

Job Summary

The E-Commerce Lead will drive the digital growth of Bayo, Unica, and the group's emerging brands by leading all aspects of online retail operations from strategic planning and digital marketing to data analytics and customer engagement. This role ensures that the brand stories of Filipino creativity, sustainability, and community empowerment are translated into a powerful digital commerce experience. The E-Commerce Lead will also spearhead innovation in social commerce, particularly through TikTok Shop, to reach younger and more dynamic audiences.

Key Responsibilities

1. Strategic Leadership & Growth

• Formulate and implement e-commerce strategies for all brands, ensuring alignment with the company's sustainability and profitability goals.

• Develop brand-specific online business models, pricing strategies, and promotional calendars.

• Manage overall e-commerce P&L, ensuring consistent revenue growth and profitability.

1. Platform & Operations Management

• Oversee day-to-day operations of brand websites and marketplace stores (Shopee, Lazada, Zalora, and TikTok Shop).

• Coordinate with logistics, warehouse, and customer service teams to ensure efficient order fulfillment and excellent customer experience.

• Maintain accurate product listings, inventory levels, and digital merchandising across all platforms.

1. Social Commerce & TikTok Integration

• Build and execute TikTok e-commerce strategies, including livestream selling, creator collaborations, and viral product campaigns.

• Identify and manage content creators, influencers, and in-house hosts who align with the brands' sustainability ethos.

• Track TikTok analytics (engagement, conversion, watch time) and use insights to optimize future campaigns.

1. Digital Marketing & Customer Acquisition

• Lead online marketing initiatives including SEO/SEM, social media ads, CRM, email campaigns, and remarketing.

• Work with the marketing team to produce content that tells the story of circular fashion and community craftsmanship.

• Ensure unified messaging across all digital touchpoints that reinforces brand authenticity and sustainability.

1. Analytics & Data-Driven Decision Making

• Use analytics tools (Google Analytics, Meta Business Suite, TikTok Ads Manager, Shopify) to monitor traffic, conversions, and ROI.

• Prepare performance reports and strategic insights for management and board presentations.

• Use data to recommend product mix, pricing, and marketing adjustments.

1. Customer Experience & Innovation

• Continuously improve the customer journey, from website UX/UI to post-purchase engagement.

• Introduce digital innovations such as AI styling tools, chat-based customer support, or loyalty programs.

• Benchmark against global sustainable fashion brands for continuous improvement.

Qualifications

• Bachelor's degree in Marketing, Business, E-Commerce, or related field.

• Minimum 5 years' experience in e-commerce or digital retail, ideally within the fashion or lifestyle sector.

• Proven track record of managing e-commerce platforms and social commerce (especially TikTok Shop).

• Strong knowledge of Shopify, WooCommerce, or similar CMS tools.

• Skilled in analytics and online marketing tools (Google Analytics, Meta/TikTok Ads Manager, Mailchimp, etc.).

• Creative storyteller with strong business acumen and sustainability mindset.

Key Competencies

• Entrepreneurial and strategic thinker

• Excellent communication and leadership skills

• Strong project management and organizational abilities

• Passion for sustainability, storytelling, and Filipino craftsmanship

• Agile and experimental — thrives in data-driven, fast-moving digital environments