eShopper & Content Management Lead

Beiersdorf; Kuala Lumpur; On-site; MYR 180,000 - 360,000; Full time

Job summary

Beiersdorf Malaysia is seeking a senior ecommerce leader to drive the online growth agenda for Malaysia and Singapore. You will coach a team of four, own the category strategy, and partner with multiple stakeholders to deliver high-converting content and digital shelf excellence across Shopee, Lazada, TikTok Shop and more.

The role emphasizes data-driven decision making, creator/affiliate strategy, and collaboration with regional teams to scale performance and profitability in a fast-paced

Qualifications

• 8+ years in eCommerce, digital/shopper marketing or creator/affiliate marketing
• Proven people leadership with coaching and succession planning
• Hands-on Shopee, Lazada and TikTok Shop knowledge preferred
• Ability to link content to commercial results across platforms

Responsibilities

• Lead and coach a team of four to drive online growth for Malaysia and Singapore
• Own ecommerce category strategy, pricing, promotions and online exclusives
• Partner with brand, performance marketing, and regional teams to optimize digital shelf and content

Skills

People leadership

Data analytics

Ecommerce strategy

Social commerce

Education

Bachelor's degree in Marketing or related field

Tools

Shopee

Lazada

TikTok Shop

Job description

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

About us

At Beiersdorf, we want to help people feel good about their skin and our commitment goes far beyond caring for skin. For 140 years, we have developed innovative skin and body care products for well-known brands such as NIVEA, Eucerin, La Prairie, Hansaplast, and Labello. We act according to our purpose, WE CARE BEYOND SKIN, and take responsibility for our consumers, our employees, the environment and society.

Behind every brand, every product and every accomplishment are our more than 20,000 employees. It is for them that we live an inclusive culture of respect and trust that is strongly aligned with our values – CARE, COURAGE, SIMPLICITY and TRUST. We also embrace diversity by valuing the uniqueness of each individual and being committed to equal opportunities for all.