E-commerce Manager (Shopee)

Hebe Beauty Indonesia; Rorotan; On-site; IDR 350,000,000 - 600,000,000; Full time

Job summary

Hebe Beauty Indonesia seeks an experienced E-Commerce Distribution Manager to develop and manage its distributor and reseller network on Shopee Indonesia. You will drive sell-in, optimize distributor performance, and ensure sustainability and profitability across the network.

The role requires strong Shopee operations expertise, distributor economics understanding, and the ability to design incentives and joint business plans that generate recurring growth.

Qualifications

• 5+ years in e-commerce channel sales, distributor management, marketplace operations, or related commercial roles.
• Strong hands-on experience with Shopee Indonesia, preferably in beauty, personal care, FMCG, or consumer goods.
• Proven track record of driving both sell-in and sell-out growth and managing distributor relationships.

Responsibilities

• Develop and expand a network of beauty distributors, resellers, and Shopee sellers across Indonesia.
• Recruit high-potential Shopee sellers as authorized distribution partners.
• Segment distributors by scale, capabilities, growth potential, profitability and value.
• Create differentiated development strategies for small, medium, and large distributors.
• Drive sell-in targets and ensure sell-out growth through distributor collaboration.
• Design and manage rebate/incentive programs aligned with distributor performance.
• Monitor Shopee platform costs, pricing, campaigns, and inventory to sustain profitability.
• Own distributor P&L and balance revenue with margins and investments.

Skills

E-commerce sales

Distributor management

Shopee operations

Channel profitability

Negotiation

Job description

Position Overview

We are looking for an experienced E-Commerce Distribution Manager to develop and manage our distributor/reseller network on Shopee Indonesia.

This is a commercial role combining channel sales, distributor management, Shopee operations, and business profitability management. The successful candidate will be responsible not only for driving sell-in from distributors, but more importantly for helping distributors improve their sell-out performance, profitability, and business sustainability, thereby generating healthy and recurring purchase growth for the brand.

The ideal candidate should have strong experience in Shopee operations and e-commerce channel sales, with a deep understanding of distributor economics, platform cost structures, incentive programs, pricing management, inventory planning, and reseller development.

The role will be measured primarily on sell-in revenue, distributor sell-out/GMS, and profitability.

Key Responsibilities

• Develop and expand a strong network of beauty distributors, resellers, and Shopee sellers across Indonesia.
• Identify and recruit high-potential Shopee sellers as authorized distribution partners.
• Segment distributors based on their scale, capabilities, growth potential, profitability, and strategic value.
• Build differentiated development strategies for small, medium, and large distributors.
• Continuously improve distributor productivity rather than relying only on increasing the number of distributors.

2. Drive Sell-In Through Sustainable Sell-Out Growth

• Own distributor sell-in targets while ensuring that sell-in growth is supported by healthy sell-out performance.
• Work closely with distributors to increase their sales of the brand on Shopee.
• Analyze distributor performance, traffic, conversion, assortment, pricing, campaign participation, advertising, promotions, and inventory to identify opportunities for sell-out growth.
• Develop joint business plans with key distributors and translate sell-out opportunities into sustainable reorder growth.
• Avoid excessive channel loading or short-term sell-in practices that create unhealthy distributor inventory.

For small and developing distributors:

• Provide hands-on support to help them improve Shopee operations, assortment, campaign participation, pricing, content, conversion, and overall store performance.
• Help promising distributors grow together with the brand and gradually increase their purchasing capacity.

For large and strategic distributors:

• Develop joint business plans focused on increasing the brand's sales contribution and share within the distributor's store.
• Identify opportunities to gain more traffic, campaign resources, advertising investment, assortment exposure, and promotional priority.
• Ensure brand investment generates measurable incremental sales rather than simply subsidizing existing business.
• Design and execute distributor rebate and incentive programs based on distributor tier, sell-in, sell-out, growth, profitability, and strategic objectives.
• Understand Shopee's platform fees and distributor P&L structure and ensure incentive programs help maintain competitive and sustainable distributor economics.
• Use rebates as a tool to encourage incremental sell-out, reorder growth, and desired distributor behaviors.
• Establish clear performance thresholds and ROI expectations for distributor incentives.
• Regularly evaluate the effectiveness of rebate programs and optimize investment allocation.
• Prevent incentives from becoming unconditional discounts that reduce profitability without generating incremental business.

5. Shopee Commercial & Operational Management

• Maintain a strong understanding of Shopee Indonesia's commercial ecosystem, including platform fees, commissions, campaigns, vouchers, advertising, affiliate programs, logistics subsidies, and other relevant cost components.
• Help distributors optimize their Shopee P&L while remaining competitive on the platform.
• Identify opportunities to improve traffic, conversion rate, basket size, campaign performance, and SKU productivity.
• Translate Shopee operational insights into actionable commercial strategies for distributors.
• Establish and maintain a healthy and consistent market pricing structure across the distributor network.
• Monitor distributor pricing and identify abnormal discounting, unauthorized price competition, and channel conflict.
• Prevent unauthorized cross-channel selling and diversion of products between distributors or sales channels.
• Establish clear distributor policies and commercial rules to protect long-term channel health.
• Work closely with distributors to resolve pricing violations and maintain fair competition within the network

7. Profitability Management

• Own the profitability of the Shopee distribution business.
• Balance revenue growth, distributor margin, platform costs, rebates, promotions, and brand investment to maintain healthy and sustainable profitability.
• Evaluate distributor-level and campaign-level P&L before allocating commercial investment.
• Ensure that sales growth does not come at the expense of structurally unhealthy margins.
• Continuously optimize commercial terms and investment efficiency.

8. Inventory & Merchandise Management

• Manage distributor inventory and overall channel stock levels to ensure healthy inventory turnover.
• Develop demand forecasts and replenishment plans based on sell-out trends, promotional calendars, seasonality, and distributor performance.
• Prevent both overstocking and out-of-stock situations.
• Monitor inventory aging and identify risks early.
• Optimize SKU allocation and product assortment according to distributor capability and consumer demand.
• Ensure sell-in plans are aligned with realistic sell-out potential.

Candidate Requirements

Experience

• 5+ years of experience in e-commerce channel sales, distributor management, marketplace operations, or related commercial roles.
• Strong hands-on experience with Shopee Indonesia, preferably in Beauty, Personal Care, FMCG, Consumer Goods, or other high-frequency consumer categories.
• Proven experience managing distributors, resellers, marketplace sellers, or e-commerce channel partners.
• Strong track record of driving both sell-in and sell-out growth.
• Experience managing key accounts and developing long-term distributor relationships.
• Experience in distributor incentive, rebate, trade investment, or commercial policy management is strongly preferred.

Shopee & E-Commerce Capabilities

• Deep understanding of Shopee's commercial and operational ecosystem.
• Strong knowledge of Shopee platform fees, commissions, advertising, campaigns, vouchers, affiliates, promotions, logistics programs, and seller economics.
• Ability to diagnose seller performance using traffic, conversion, pricing, assortment, campaign, advertising, and inventory data.
• Ability to help distributors improve Shopee store performance rather than simply negotiate purchase orders.
• Strong understanding of distributor and reseller business models.
• Ability to recruit, develop, segment, and manage distributors of different sizes and maturity levels.
• Strong key account management and relationship management capabilities.
• Ability to create differentiated strategies for small distributors and large strategic accounts.
• Strong understanding of channel pricing, distributor margins, inventory turnover, sell-in, sell-out, and channel conflict management.
• Strong commercial mindset with solid P&L understanding.
• Ability to calculate distributor economics after Shopee platform fees and promotional costs.
• Ability to design and manage rebate programs that generate incremental sales and deliver positive ROI.
• Strong understanding of margin management, trade investment, promotional ROI, and profitability.
• Able to make commercially disciplined decisions and balance revenue growth with sustainable profitability.
• Strong understanding of demand forecasting, replenishment, inventory turnover, and SKU productivity.
• Ability to maintain healthy inventory levels without overstocking distributors or creating out-of-stock situations.
• Comfortable using sell-out and inventory data to determine appropriate sell-in and replenishment levels.
• Strong commercial ownership and results orientation.
• Entrepreneurial and hands-on; comfortable building a distribution business from the ground up.
• Strong analytical and problem-solving skills.
• Excellent negotiation and relationship management skills.
• Able to influence distributors and drive execution without directly managing their teams.
• Highly sensitive to pricing, margin, inventory, and channel risks.
• Comfortable working in a fast-moving and performance-driven environment.
• Strong communication and cross-functional collaboration skills.
• Fluent in Bahasa Indonesia and professional working proficiency in English.

Preferred Background

Candidates with experience from the following backgrounds will be highly preferred:

• Beauty or personal care brands with strong Shopee businesses
• Shopee-focused distributors or e-commerce enablers
• Marketplace key account or commercial management
• Omnichannel distributors with significant Shopee operations

The strongest candidates will have a combination of channel sales experience, distributor management expertise, Shopee operational capability, and strong commercial/P&L ownership.