eShopper & Content Management Lead

Beiersdorf; Kuala Lumpur; On-site; MYR 180,000 - 300,000; Full time

Job summary

Beiersdorf Malaysia is seeking an experienced Digital Growth Lead to steer online growth for Malaysia and Singapore. You will own the eCommerce category strategy, shopper insights, and content playbooks while coaching a four-person team to hit ambitious KPIs.

You will drive creator/affiliate commerce, scale content productivity, and collaborate with Brand, Performance Marketing, and regional teams to optimize platform performance on Shopee, Lazada, TikTok Shop and more.

Qualifications

• 8+ years in eCommerce or digital marketing.
• Experience leading a team of four with clear KPIs.
• Hands-on Shopee, Lazada and TikTok Shop knowledge preferred.
• Strong analytical skills and proficiency with platform data.
• Experience in creator/affiliate commerce and content strategies.
• Budgeting, ROI judgment and trade-off decisions across channels.

Responsibilities

• Lead the online growth agenda for Malaysia and Singapore, from shopper strategy to creators and content, while coaching a team of four.
• Own the eCommerce category strategy, pricing, promos, online exclusives and events.
• Drive growth plan and marketing spend, linking investment to GMV and market share.
• Partner with eCustomer Managers on platform activation plans and digital shelf excellence.
• Own MYSG creator strategy, recruit, activate and retain creators and affiliates.
• Build scalable content across PDPs, campaigns, short video and livestream.
• Analyse category and channel performance; build dashboards and feed S&OP; collaborate with cross-functional teams.

Skills

eCommerce leadership

Digital marketing

Content strategy

Creator/affiliate marketing

Analytics

Martech/AI tools

Stakeholder management

Education

Bachelor's degree in Marketing/Business/Related field

Job description

Job Details

• Contract Type: Unlimited / Full-Time
• Country / City: Malaysia / Kuala Lumpur
• Company: Beiersdorf (Malaysia) SDN. BHD.
• Job Function: Digital

Your Tasks

Lead the online growth agenda for Malaysia and Singapore, from shopper strategy to creators and content, while coaching a team of four.

Team and capability

• Lead, coach and develop four people with clear ownership, KPIs, regular reviews and timely action on delivery gaps
• Build development plans, nurture high-potential talent and secure succession cover
• Foster a collaborative, test-and-learn culture; plan capacity and sharpen agency coordination

Category and commercial performance

• Own the eCommerce category and shopper strategy: eNPD, assortment, pricing/promo, online exclusives and key shopping events
• Own the growth plan and marketing spend, linking investment to GMV, market share and profit
• Partner with eCustomer Managers on platform activation plans and drive digital shelf excellence: search, reviews, PDPs, availability, bundles

Affiliate and creator commerce

• Own the MYSG creator strategy: recruit, activate and retain creators and grow them into repeat-selling affiliates
• Set commission, seeding and incentive guardrails that protect contribution margi
• Scale top creators and formats through repeatable playbooks, and own the affiliate KPIs

Content strategy and production

• Own platform-native content across PDPs, campaigns, short video, livestream and creator content
• Build a scalable model for faster, higher-volume testable content, briefed around shopper missions rather than price alone
• Run structured tests on hooks, formats, creators and offers, scale the winners and explore AI tools

Insights and collaboration

• Analyse category and channel performance, lead online market share analysis, build dashboards and feed S&OP
• Partner with Brand, eKAM, Performance Marketing, Supply Chain, Finance and ASEAN/global eCommerce teams

Your Profile

You will own the online shopper, affiliate/creator commerce and content growth agenda, turning brand and category priorities into high-converting execution across Shopee, Lazada, TikTok Shop and other platforms, and building a scalable creator ecosystem along the way. You will partner closely with eCustomer, Brand, Performance Marketing, agencies and regional/global teams to keep content platform-native and commercially effective.

You bring:

• A degree in Marketing, Digital Marketing, Media, Business or a related field
• 8+ years in eCommerce, digital/shopper marketing, social commerce or creator/affiliate marketing, ideally with around 10 years leading eCommerce growth on major marketplaces or social platforms; hands-on Shopee, Lazada and TikTok Shop knowledge is strongly preferred
• Proven people leadership: coaching, performance management, talent development and succession planning
• A solid grasp of creator commerce economics: recruitment funnels, commissions, seeding/sampling, productivity and profitability
• Content strategies that link creative to commercial results across short video, livestream, PDPs and performance creative
• A data-driven mindset, with strong analytical skills and experience in platform analytics, marketplace data, dashboards and performance metrics
• Commercial acumen: managing budgets, judging ROI and contribution margin, and trading off across content, media, affiliate and trade levers
• Enthusiasm for new martech, automation and AI that lift content and creator productivity
• A logical thinker who turns data and shopper insight into clear action plans
• Strong communication and stakeholder skills, with the influence to bring cross-functional teams and partners along
• A change-agent, test-and-learn mindset, at ease in a fast-paced, high-growth environment