Head of Livestream Operations [MY]

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

Job summary

Etaily in Kuala Lumpur is seeking a Head of Livestream Operations to drive growth across live-streaming, short-form video, affiliate programs, and content creation in Southeast Asia.

You will lead cross-functional teams, optimize workflows, and manage creator ecosystems to accelerate conversion, GMV, and customer acquisition across major channels like TikTok, Shopee, and Lazada.

Qualifications

• Proven track record in e-commerce growth and content strategy.
• Experience managing creator/influencer networks.
• Strong analytical skills with content analytics and attribution tools.

Responsibilities

• Build and optimize Growth Solutions operations, covering content creation, live-streaming workflows, affiliate management, content funnels, and sales tracking while collaborating with enablement teams for seamless fulfillment.
• Identify and pitch TikTok-ready brands across beauty, fashion, lifestyle, and consumer goods; co-lead end-to-end onboarding from commercial negotiations to shop setup and go-live execution.
• Liaise directly with platform partner teams (e.g., TikTok) to leverage algorithm updates, incentive programs, and marketplace features, positioning Etaily as a top-tier strategic partner.
• Track competitor activity and market trends across top enablers to generate insights, refine go-to-market strategies, and secure first-mover advantage.
• Define success metrics, scaling frameworks, and monetization models for content-led growth, aligning content strategies with broader commercial and tech business objectives.
• Own the content engine across short-form video and branded content, optimizing funnels alongside internal creative teams and external influencers to drive reach, engagement, and GMV.
• Build a high-performing live-streaming model across marketplace and brand productions (TikTok, Shopee Live, LazLive); develop host talent pipelines, SOPs, and performance playbooks while tracking retention and stream GMV.
• Lead affiliate programs across TikTok Shop, Shopee, and Lazada Affiliate networks; recruit, onboard, and negotiate retainers/incentives with KOLs, creators, and hosts.
• Establish and track full-funnel metrics (ROI, cost-per-conversion, funnel drop-offs) across content and affiliate initiatives, translating analytics into actionable recommendations for leadership and brand partners.

Skills

Cross-functional leadership

Creator networks

Content analytics

Performance marketing

Growth strategy

Tools

TikTok Shop

Shopee

Lazada

Job description

Principal Duties and Responsibilities

As the Head of Livestream Operations, you will drive the performance and scalability of Etaily's content-led commerce initiatives across live-streaming, short-form videos, affiliate programs, and content creation. You will act as a pivotal cross-functional leader shaping how brands connect with Southeast Asia's digital-first consumers, using innovative and data-driven content strategies to convert attention into transactions. In this role, you will manage creator ecosystems, optimize creative workflows, and lead platform-native growth tactics that accelerate conversion, GMV, and customer acquisition across TikTok, Shopee, Lazada, and other key channels.

Job Responsibilities

• Build and optimize Growth Solutions operations, covering content creation, live-streaming workflows, affiliate management, content funnels, and sales tracking while collaborating with enablement teams for seamless fulfillment.
• Identify and pitch TikTok-ready brands across beauty, fashion, lifestyle, and consumer goods; co-lead end-to-end onboarding from commercial negotiations to shop setup and go-live execution.
• Liaise directly with platform partner teams (e.g., TikTok) to leverage algorithm updates, incentive programs, and marketplace features, positioning Etaily as a top-tier strategic partner.
• Track competitor activity and market trends across top enablers to generate insights, refine go-to-market strategies, and secure first-mover advantage.
• Define success metrics, scaling frameworks, and monetization models for content-led growth, aligning content strategies with broader commercial and tech business objectives.
• Own the content engine across short-form video and branded content, optimizing funnels alongside internal creative teams and external influencers to drive reach, engagement, and GMV.
• Build a high-performing live-streaming model across marketplace and brand productions (TikTok, Shopee Live, LazLive); develop host talent pipelines, SOPs, and performance playbooks while tracking retention and stream GMV.
• Lead affiliate programs across TikTok Shop, Shopee, and Lazada Affiliate networks; recruit, onboard, and negotiate retainers/incentives with KOLs, creators, and hosts.
• Establish and track full-funnel metrics (ROI, cost-per-conversion, funnel drop-offs) across content and affiliate initiatives, translating analytics into actionable recommendations for leadership and brand partners.

Your Profile

You are an entrepreneurial, creative, and results-oriented leader who bridges strategic vision with hands-on execution. You possess an analytical mindset with a strong command of attribution tools, content analytics, and performance marketing. Backed by a strong track record in e-commerce, content strategy, or growth marketing, you excel at managing cross-functional teams, building creator networks, and scaling commercial operations across major Southeast Asian marketplaces.

Key Qualifications

• 5+ years of experience in digital marketing, e-commerce, or content strategy roles.
• Strong grasp of performance-driven content formats, live-streaming best practices, and affiliate marketing models.
• Proven experience with TikTok Shop, Shopee, Lazada, and broader e-commerce marketplaces is a strong plus.
• Prior experience in content agencies, growth solutions agencies, or Multi-Channel Networks (MCNs) is highly advantageous.
• Demonstrated ability to manage cross-functional teams, agency partners, and diverse creator/influencer networks.
• Strong analytical capabilities with working knowledge of content analytics, attribution tools, and performance tracking.