Senior Manager, eCommerce (Trade Shopper Marketing APAC)

LEGO Gruppe; Singapore; Hybrid; SGD 90,000 - 120,000; Full time

Job summary

A global toy manufacturer based in Singapore is seeking a Senior Manager, Trade & Shopper Marketing to lead the regional eCommerce strategy and execution. The role emphasizes cross-functional collaboration to accelerate eCommerce growth across APAC. The ideal candidate should possess solid experience in eCommerce and strong analytical abilities. This position offers a hybrid work model and a range of employee benefits aimed at ensuring a thriving and supportive workplace.

Benefits

Family Care Leave

Insurances

Wellbeing resources

Colleague Discount

Bonus scheme

Qualifications

• Solid experience in eCommerce, digital marketing, marketplace, or omnichannel marketing experience.
• Strong APAC eCommerce experience, familiarity with market nuances and retailer ecosystems.
• Deep understanding of shopper behavior and conversion drivers.
• Strong analytical competence and ability to translate insights into commercial actions.

Responsibilities

• Lead regional eCommerce strategy and execution.
• Shape campaign development and deliver excellence in activation.
• Build trusted partnerships across various teams.
• Accelerate APAC retail innovation and enable eCommerce growth.

Skills

Solid experience in eCommerce

Strong APAC eCommerce experience

Project management skills

Strong analytical competence

Excellent communication skills

Job description

Job Description

Are you excited by the prospect of translating the Global Shopper Strategy into actionable regional eCommerce Strategy and omnichannel plans for APAC?

Join us on an exciting journey to accelerate our eCommerce growth ambitions!

No relocationassistanceis provided for this role.

Core Responsibilities

This role will report to Head of APAC Trade & Shopper Marketing based in Singapore Hub. The Senior Manager, Trade & Shopper Marketing (TSM), plays a pivotal role in translating the Global Shopper Strategy into actionable regional eCommerce Strategy and omnichannel plans for APAC to accelerate our eCommerce growth ambitions for APAC.

This role will also shape strategy, orchestrate execution and influence global road maps. It acts as the voice of both Global and Regional Shopper to ensure shopper‑centricity in globally developed marketing campaigns.

1. Lead Regional eCommerce Strategy & Execution

• Translate APAC’s regional eCommerce strategy into clear performance goals, activation frameworks, and platform‑specific execution plans.
• Develop shopper activations that improve conversion and category growth across B2B eCommerce partners and marketplaces.
• Use platform insights and analytics to guide decisions, uncover opportunities and drive continuous performance improvement.

2. Accelerate APAC Retail Innovation & Enable eCommerce / Omnichannel Growth

• Lead the APAC innovation agenda and ensure shopper‑first solutions that can scale effectively across online and offline touchpoints.
• Build best‑in‑class toolkits tailored to APAC’s diverse retail landscape.
• Collaborate with the Performance Marketing team and BUs to test, scale, and commercialize innovative eCommerce activations.
• Support agile ways of working across regional and BU teams, and share best practices across APAC.
• Lead the APAC eCommerce annual campaign planning and maintain the activation calendar, ensuring close alignment with our BUs in APAC.

3. Shape Campaign Development & Deliver Excellence in Activation

• Serve as the team’s eCommerce lead—guiding TSM team members on platform capabilities, limitations, content guidelines, measurement, and retailer requirements.
• Create full‑funnel activation strategies that strengthen conversion and engagement across third‑party retail channels.
• Lead the APAC eCommerce annual campaign planning and maintain the activation calendar, ensuring close alignment with our BUs in APAC.

4. Effective Collaboration & Influence

• Be the voice of APAC in global discussions to ensure shopper centricity and influence campaign development.
• Build trusted partnerships across Global Marketing, Commercial Development Teams, Trade Shopper Marketing and Integrated Marketing Teams, Finance, Legal, Operations, and Agency teams.

Play your part in our team Succeeding

As the regional eCommerce lead within TSM, this role plays a key role in capability building, fostering agile leadership, and cross‑functional alignment.

In this role, you will be part of a dynamic Markets & Channel, Central Marketing (MCCM) Organization, responsible for generating demand and growing active consumer base.

You will be strategically responsible for shaping the regional shopper marketing priorities, identifying eCommerce commercial opportunities, to accelerate eCommerce business growth in the APAC retail landscape.

You will have the overall ability to be responsible for key seasonal shopper opportunities, innovate and shape the vision for both Shopper strategy and enable execution excellence in our third‑party retail channels. Your retail leadership capabilities are pivotal to ensuring success in our diverse and dynamic APAC geographies, which stretch across six major business units:

• Australia and New Zealand (ANZ)
• Japan
• Korea
• Singapore Malaysia & Travel Retail (SGMYTR)
• Hong Kong & Taiwan (HKTW)
• India and Emerging Asia

Do you have what it takes?

• Solid experience in eCommerce, digital marketing, marketplace, or omnichannel marketing experience, preferably within FMCG or a global consumer brand.
• Strong APAC eCommerce experience, familiarity with market nuances and retailer ecosystems within the region.
• Solid project management capability and comfort working within agile frameworks.
• Deep understanding of shopper behaviour, conversion drivers, and digital shelf mechanics.
• Strong analytical competence and the ability to translate insights into commercial actions.
• Familiarity with global marketing dynamics and an ability to produce culturally nuanced campaigns.
• Excellent communication skills and the ability to work effectively within a global, collaborative environment.
• Project management, strong organizational and time management skills
• Curious and keen interest in learning!

#LI-SW1

Applications are reviewed on an ongoing basis. However, please note we do amend or withdraw our jobs and reserve the right to do so at any time, including prior to any advertised closing date. So, if you're interested in this role we encourage you to apply as soon as possible.

What’s in it for you?

Family Care Leave - We offer enhanced paid leave options for those important times.

Insurances – All colleagues are covered by our life and disability insurance which provides protection and peace of mind.

Wellbeing - We want our people to feel well and thrive. We offer resources and benefits to nurture physical and mental wellbeing along with opportunities to build community and inspire creativity.

Colleague Discount – We know you'll love to build, so from day 1 you will qualify for our generous colleague discount.

Bonus - We do our best work to succeed together. When goals are reached and if eligible, you'll be rewarded through our bonus scheme.

Workplace - When you join the team you’ll be assigned a primary workplace location i.e. one of our offices, stores or factories. Our hybrid work policy means an average of 3 days per week in the office. The hiring team will discuss the policy and role eligibility with you during the recruitment process.

Children are our role models. Their curiosity, creativity and imagination inspire everything we do. We strive to create a diverse, dynamic and inclusive culture of play at the LEGO Group, where everyone feels safe, valued and they belong.

The LEGO Group is highly committed to equal employment opportunity and equal pay and seeks to encourage applicants from all backgrounds (eg. sex, gender identity or expression, race/ethnicity, national origin, sexual orientation, disability, age and religion) to apply for roles in our team.

The LEGO Group is fully committed to Children’s Rights and Child Wellbeing across the globe. Candidates offered positions with high engagement with children are required to take part in Child Safeguarding Background Screening, as a condition of the offer.

Thank you for sharing our global commitment to Children’s Rights.

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