Regional E-Commerce Manager - Wilson

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

Job summary

ANTA Sports is seeking a Regional E-commerce Manager to lead Wilson's e-commerce across six Southeast Asian markets from Kuala Lumpur. You will own the P&L, set annual plans, and drive sales, profitability, and growth while ensuring a premium brand experience across DTC websites and marketplaces.

Ideal candidates have 5–8 years in e-commerce, strong analytics, and hands-on Shopify/Shopline expertise. English fluency is required for daily business communications, with close collaboration across

Qualifications

• 5-8 years of experience in e-commerce management, preferably within sporting goods or consumer brands.
• Proven experience owning an e-commerce P&L and delivering commercial growth.
• Strong experience managing DTC websites and marketplace businesses.
• Hands-on knowledge of Shopify, Shopline, or other enterprise e-commerce platforms.
• Fluent English for daily business communication.

Responsibilities

• Own the regional e-commerce P&L and deliver sales, profit, and growth targets.
• Develop annual business plans, commercial strategies, and demand forecasts.
• Monitor key metrics and take actions to improve performance.
• Balance revenue growth with profitability, inventory efficiency, and customer experience.
• Lead operations of official websites and marketplace channels across SEA markets.
• Manage pricing, assortment, promotions, and customer lifetime value in collaboration with marketing and CRM.

Skills

E-commerce management

P&L ownership

DTC & marketplace

Shopify/Shopline

Digital marketing

Analytics

Education

Bachelor's degree in Business/Marketing/E-commerce

Tools

Shopify

Shopline

Job description

ANTA was established in 1991, while ANTA Sports Products Limited, a widely recognized global sportswear company, was listed on the Main Board of HKEx in 2007 (Stock Codes: 2020 (HKD counter) and 82020 (RMB counter)). The mission of the company is to integrate the sports spirit of “Going Beyond Oneself” into everyone’s daily life. ANTA Sports principally engages in design, R&D, manufacturing, marketing and sales of professional sports products including footwear, apparel and accessories. Over the years, the company formed three brand groups: Performance Sports Brands, Fashion Sports Brands, and Outdoor Sports Brands, empowering everyone who loves sports. By embracing an all-round brand portfolio including ANTA, FILA, DESCENTE, KOLON SPORT, and MAIA ACTIVE, etc., ANTA Sports aims to unlock the potential of both the mass and high-end sportswear markets. ANTA Sports is also the largest shareholder of Amer Sports, Inc., a global group of iconic sports and outdoor brands, including Arc'teryx, Salomon, Wilson, Peak Performance, and Atomic, whose shares are listed on the New York Stock Exchange (NYSE: AS).

Position Summary

The Regional E-commerce Manager is responsible for leading Wilson's e-commerce business across Southeast Asia, with full ownership of business performance and profitability. This role manages both Direct-to-Consumer (DTC) websites and marketplace channels, driving sustainable growth while ensuring operational excellence and a premium brand experience.

The role partners closely with local commercial teams, marketing, Merchandise , customer service, finance, IT, and external partners to deliver the region's e-commerce strategy.

Key Responsibilities

1.Business Ownership

• Own the regional e-commerce P&L and deliver sales, profit, and growth targets.
• Develop annual business plans, commercial strategies, and demand forecasts.
• Monitor key business metrics and take proactive actions to improve commercial performance.
• Balance revenue growth with profitability, inventory efficiency, and customer experience.

2.Direct-to-Consumer Business

• Lead the commercial operation of Wilson's official websites across six Southeast Asian markets.
• Develop pricing, assortment, merchandising, and promotional strategies.
• Drive customer acquisition, conversion, retention, and customer lifetime value in partnership with Performance Marketing and CRM teams.
• Continuously optimize website performance and user experience.

3.Marketplace Business

• Define and execute marketplace strategies across platforms including Shopee, Lazada, TikTok Shop, and other regional marketplaces.
• Manage channel profitability, promotional investments, pricing architecture, and assortment planning.
• Identify new marketplace opportunities and drive sustainable channel growth.

4.Commercial Planning & Marketing

• Build the annual commercial calendar, coordinating product launches, campaigns, and promotional events.
• Review campaign effectiveness and optimize marketing investment to maximize ROI and ROAS.
• Ensure brand consistency across all digital touchpoints.

5.Operations & Cross-functional Collaboration

• Collaborate with Supply Chain, Customer Service, Finance, IT, and local market teams to ensure seamless business operations.
• Oversee inventory planning, order fulfillment, and customer experience.
• Manage relationships with agencies, technology partners, and marketplace account managers.

6.Business Analytics

• Analyze business performance through sales, traffic, conversion, inventory, customer, and profitability metrics.
• Prepare monthly and quarterly business reviews for regional leadership.
• Provide strategic recommendations based on market trends, competitive analysis, and consumer insights.

Requirements

• Bachelor's degree in Business, Marketing, E-commerce, or a related field.
• 5-8 years of experience in e-commerce management, preferably within sporting goods, fashion, lifestyle, or consumer brands.
• Proven experience owning an e-commerce P&L and delivering commercial growth.
• Strong experience managing both DTC websites and marketplace businesses.
• Hands-on knowledge of Shopify, Shopline, or other enterprise e-commerce platforms.
• Strong understanding of digital marketing, CRM, GA4, and e-commerce analytics.
• Excellent commercial acumen with strong analytical and financial skills.
• Strong stakeholder management and cross-functional leadership experience.
• Ability to manage multiple markets in a regional environment.
• Fluent English is required for daily business communication.